Following in the Footsteps of Starbucks: How Content Writers Help Customers Escape Customer Service Hell

Daniel J. Cohen January 15, 2013

A sophisticated brand speaks a sophisticated language to its customers.

When I was a rebellious, snot-nosed 16-year-old punk my fellow rebellious, snot-nosed 16-year-old punk friend and I used to talk about our own personal teenaged pet peeves and why we didn’t like people to “tell us what to do!” and whatnot.

For him, the issue was authority. No character of that breed usually loves authority, but he really disliked it.

But for me, it was red tape. That one stuck with me, too. I don’t like to wait in lines, on the phone or in person. I don’t like filling out forms. Basically, I don’t like activities that involve little to no freedom of expression.

So when it comes to dealing with a company that has done me wrong, I REALLY dislike the concept of making your complaint a “file” or a “ticket”. Being a number instead of a person is just unpleasant, no matter how you slice it. It makes you think of officialdom.

Social security numbers. Driver’s license numbers. Tax ID numbers. All rather unfriendly stuff.

A lot of companies still use the ticket concept because they find it “orderly” and bureaucratically friendly. Some of these companies use tickets for both customers and employees. There’s nothing like calling your employee’s input a “ticket” to boost morale, right?

This is an area where companies can improve and content writers can help. I’ve already seen some companies lead the charge. For example, UserVoice, a feedback software, allows customers to submit “feedback” or “ideas” to a company. That’s “feedback” and “ideas”, not “criticism” and “concerns”. UserVoice understands that you shouldn’t address your customer audience with disdain.

Hopefully, this is the overall continuation of a positive trend. There was once a “complaints department” at companies, inherently dubbing customers as “complainers”. Now they are “customers” being “served”.

Reexamine your own company language. How do you handle customers? Do you give them credit or see them as “complaints” waiting to happen? Are you the IRS or are you Starbucks?

Starbucks has great customer service. They defend the taste of their coffee, but they disown a bad batch of coffee as you would a bad date. They send you a free Cappuccino or Frappuccino if the one you buy has stuff floating in it. I know this from experience. And their customer service section on their website has the most classically polite question in the world on their website: “How can we help you today?”

It doesn’t end there either. The language they use in the context of serving their stakeholders internationally discusses the empathetic understanding of the background of other people:

“With more than 5,500 coffeehouses in over 50 countries, it’s clear that our passion for great coffee, genuine service and community connection transcends language and culture.”

And if Starbucks has good customer service, what with all the coffee hoopla and people at the counter and maintaining a coffee clean enough to convey luxury while simultaneously playing to the comfortable element that is essential to its brand, then so can you.

More than that, you will have to. You don’t have the goodwill and business capital that Starbucks does, so your service has to be that much better.

We have infused this into our company, too. When you need customer service assistance, or have questions about what we are doing for your company, you can contact us easily. RedShift has a true heart for customer service, and we always respond quickly to questions. We use our experience to create content that portrays that same level of service so our customers can benefit by serving their customers better— and keeping them longer.

Let us be your dedicated content strategists and we’ll improve your service and sales strategies immediately. By the time RedShfit is done, your customer service scripts will work so well it will blow your customers away. Email RedShift today.

RedShift Writers and January Advisors Invite You to the First Ever #ContentHOU

Daniel J. Cohen May 26, 2017

Calling all Houstonians in the business of crafting, amplifying, or tracking content: Let’s meet up and trade notes! RedShift Writers and January Advisors are hosting a small content writing meetup Wednesday, July 12, 6-8 PM at Mercantile Cafe on 3321 Stanford Street in Montrose.

Much like other industries in the Houston area, the Houston writing and content marketing scene boasts of a robust arrangement of talent unafraid to take to the page with the right preposition, data visualization, or dashboard as circumstances see fit. Let’s take a few sips of coffee or tea and trade notes on something you’ve learned.

Here’s the gist of the event:

1) Think of something you have learned about content that you are willing to share;

2) Show up and mingle to make a few new content buddies;

3) Share your lesson with the crowd in two minutes or less;

4) Pinpoint one lesson to learn from;

5) Have fun!

We’re keeping this casual with juuuuust enough structure (read: a super official Facebook invite and mild meeting structure) to be productive.

Kids are allowed. It’s a coffee house, but we’ll bring crayons and coloring books.

RSVP today.

Hope to see you there!

Content Writing, Copywriting, News, Writing Content Writers, Content Writing, Houston Business

Special Branding Report: 21 Presidential Campaign Slogans Ranked from Worst to Best

Daniel J. Cohen November 24, 2015

Have you been watching the presidential race? If not, you’re missing some primetime television, as well as an opportunity to learn about branding at the highest level. Make no mistake: the Presidential Election is one of the highest offices in the world and the 2016 Presidential Election is estimated to cost more than $5 billion WITHOUT counting down-ballot races.

The question is “Which candidate is best positioned to win and why?” The answer will come down to who has the best brand. And one key part of a powerful brand is a strong slogan.

With that, we partnered with OntoBox Training to present The Official Nonpartisan Guide to All 21 Presidential Campaign Slogans. We graded all 21 campaign slogans on style, positioning, and overall effectiveness.

Whether you’re a political junkie, a brand marketing consultant, a lover of language, a game theorist or just someone who likes interesting content about competitive scenarios, we hope you enjoy this special report and find it useful. If you have any thoughts, comments, questions, or disagreements, we would love to hear from you in the comments below or at [email protected].

Marketing brand marketing, branding, Content Writing, Slogans, Taglines

Five Ways Content Writers Can Create a Better Client Relationship

Daniel J. Cohen May 27, 2014

The content writer’s job is to create language that compels others to act. No matter what medium or what purpose the content has, good content maintains that characteristic and leverages the power of words to reinforce a particular mindset or action.

However, not all copy ends up as powerful as it should be. While the writer in the process often tussles with editors, creative directors, strategists, the legal department and a bevy of others in the organization to word content just right, it seldom hits the presses (or internet) completely in tact.

On the other hand, writers are perfectly capable of guiding clients in the right direction and ending up with the content that will best represents the company or cause. Sometimes, it just takes a little creative flair in your client-content writer relationship to sharpen your language to its very best.
Here are five tactics writers can use to help clients get the very best results.

1) Encourage a push-pull relationship.
Your job as a writer or marketing consultant is to make sure clients are able to make fully informed decisions. While one decision may be superior to another, knowing the right decision in the moment isn’t always possible without an iterative process involving both sides of the fence: the experts and the creatives.

Involving clients deeply in the messaging process will not only create better results but also improve your overall client relationships.

2) Train the team to let their hands go.
Much of the push back content writers get is a result of a client balancing interests in the copy. However, a smart content writer can pave the way for approval early on by explaining the power of precision copy that takes a strong position rather than balancing opinions or voice to the point that it becomes sanitized and plain.

Teach the power of taking a sharp, clear position and staking a claim rather than balancing the message for all involved.

3) Set the expectations early.
Develop an understanding with clients regarding your process as well as what can be expected from a first draft. If you have done a good job developing your discovery process, most clients will find what you do valuable and take pleasure in getting involved in your discovery process.

An involved client is more likely to approve your copy- hands down.

4) Keep your eye on the prize.
In the end, the client and the content writer want the same thing: well-conceived copy that will get the job done. Keep in mind the harmonious, win-win nature of the task at hand and everyone will prosper.

5) Give clients homework.
Not busy work, mind you. Your clients are busy. They have a business to run.

Yet a certain degree of homework is the sign of an involved writer as well as a solid content process. Offer clients a step by step path that goes beyond the standard sit=down to indicate true commitment.

Want more tips for free lancers that go beyond the standard client assistance? Check out 50 Rules for Renegade Free Lance Writers.

Blog, Content Writing, Copywriting, Marketing, Writing business, Content Writers, Content Writing