Mr. Marketing: About that chat button...

When my external hard drive misbehaved, I decided to reformat it and start over.

BIG mistake! Though I believed I had everything necessary from the drive, I instead successfully wiped out 15 years of files … and then recognized my error.

It was tempting to have a computer specialist clean up my mess. The $1,000-plus price tag persuaded me otherwise.

My bride found an online solution promising to restore most of my work. We invested $70 and crossed our fingers.

Obviously, I’m not very technical. The vendor’s LIVE CHAT button (“Immediate answers from 10 a.m. to 8 p.m. local time”) would be my salvation.

I foolishly assumed they meant MY local time. Silly Boy!

But what happens when you assume?

China-based, their additional information requests arrived 20 hours after I’d reached out. I’d already stumbled my way to answers without their help.

Part Two: I’m rebuilding my ad agency’s website to better demonstrate branding, graphics, copy and an online personality more reflective of who we are today.

Internally, we’ve discussed benefits of a CHAT button and opted against it. Given our objectives (personal conversation, intimately understanding the client’s business, one-on-one problem resolution), it seemed the wrong approach.

Combining these experiences reminded me of two things:

• My bride’s philosophy is that merely because you can do something doesn’t mean you should do it. Once again I recognize her wisdom.

• You must be prepared to keep any promises you make. My new friends in China would have saved me considerable angst by noting they’d respond within one business day. Their promise of responding between 10 to 8 local time guaranteed confusion and frustration at a time when I had little patience.

As you review your own business, look at promises you’re making (like Live Chat).

Consider if you’re doing something merely because you can, or whether it adds value to your offer.

Ask if your audience really needs that service. Then determine whether you’re prepared to fulfill that promise at every turn.

If not, perhaps you should reconsider the promises you’re making.

Because even though they apparently solved my problem, this vendor disappointed me more than if they’d never made the promise to begin with.

I don’t expect to recommend them to anyone else.

With that said, I wish you a week of profitable marketing.

Mr. Marketing promises to always deliver unique marketing solutions and profitable results. Learn more at www.askmrmarketing.com.