Projects don't always go as planned.

Even if you do everything, to the best of your abilities, some people might get disappointed. That's just the name of the game.

And the particulars of our digital world make it easy for the disappointed ones to speak up. Believe me, they most definitely will.

Recently, we had such a situation with a project I'm working on. On launch day people were NOT happy. Actually, quite a few of them were, but the ones that weren't were very vocal. What would you do?

This is when you need to show up. Talk to the disappointed ones. Show them you listen, sympathize and understand. Show you're ready to talk.

You see, people are not malicious. They are genuinely unhappy because they had different expectations. When you show up and talk, expectations get met - not by necessarily fulfilling every wish, but by showing you care. Businesses that care are hard to hate.

It takes time. It takes courage. But it's totally worth it.

Do you talk to your unhappy customers or are you an ostrich-type marketer?


Need a good read? Here are a couple I recently liked:

Content Marketing Institute
Your How-To Plan for 12 Months of Customer-Focused Blogging
Are you ready for writing in 2020? This article will help you plan your year's blog topics. As I'm in the process of drafting future articles myself, it was a great way to focus my efforts and make sure I know what content to plan. Get ready for research and preparation!

How Facebook Ads Hidden Interests Can Give Advertisers A Hidden Edge
A very technical piece, but it's PURE GOLD! Turns out there's a way to get access to thousands of interest targeting opportunities that you don't see in Facebook Ad Manager. And I'm already using it with no technical background, so the walkthrough KlientBoost made is truly marketer-friendly.

Ann Handley
Green Bean Casserole: Marketing Genius? Thanksgiving Side Dish? Or Both?
I'm a huge fan of both old-time marketing and non-tech examples of building traction. So this story is right up my alley. It shows how you can create a trend that brings value to people and is in sync with your business. Read on to find out how one of the American holiday staples was created. It's storytelling at its best!

Social Media Examiner
How to Set Up Facebook Analytics and Facebook Attribution
If you're still not using Facebook Attribution, you'll be pleasantly surprised by the amount of information it can give you. Get ready for some new insights. SME gives you a clear guide on setting up and finding your way around the platform.

Innovation Explorer
Come with me to Innovation Explorer 2020 in Sofia!
Innovation Explorer is an annual conference on innovation and digital transformation. It takes place on February 20 in Sofia and I have a spare ticket. It'll go to one of my newsletter subscribers. Just click the link and add your details to show you're interested in the prize.


Enjoy the rest of the week!
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