THE RKGBLOG

What did you call me?!?

A great many disputes and hard feelings arise from misunderstandings. This happens FAR too often in our industry. I’ve been guilty of it myself from time to time.

The truth is that oftentimes blog posts are written and talks are given by people with a limited range of experience. In fact we all have a limited range of experience in some sense: we’ve worked on some different kinds of accounts, but I’m willing to bet that few of us have worked on all different kinds of accounts.

I remember reading a Blog post by Brad Geddes a year or so ago and thinking to myself: “Brad is really sharp, but this post is way off base. What gives?” Later I realized that he was giving advice about managing hundreds or thousands of tiny accounts (spending < $1,000 per month) while my advice is almost always geared towards sites spending hundreds of thousands of dollars per month or more. "Oh," I thought to myself, "I get it! Yeah, in that context his advice is spot on!" {Note: Brad has plenty of experience with the big dog accounts, too, he just wasn't writing for that audience in that post}

Different types of accounts require different management approaches, and what is critically important for some businesses is totally irrelevant to others. In the blog-o-sphere it is not uncommon to see folks with vastly different experiences railing at each other without recognizing that the real origin of their dispute lies in the types of accounts they serve.

They teach writers that the most important part of writing is to understand one’s audience, but in the blog-o-sphere the audience could be anyone. Instead, we should preface all of our conference talks, webinars, and blog posts with some sort of standard form suggesting that: “This material is intended for accounts with the following characteristics:”

We could circle all that apply and prospective readers/attendees might then choose to skip those that don’t pertain to them. Might be a better experience for all parties concerned.

Thoughts?

Comments
6 Responses to “What did you call me?!?”
  1. James says:

    Hi George,

    It is a valid concern. When I read the RKG blog, I do have to wonder about the context. I like RKG because you do blog about managing very large accounts. The type of business being promoted makes a big difference in the advice though.

    Thanks,
    James

  2. Thanks for your comment, James. This impacts us even within our own client base. We sometimes advocate tactics that are quite important and valuable for some of our clients that other clients call us about and say: “Hey, why aren’t we doing that?” The answer is often, “um, well, this wouldn’t help you” which isn’t always what a client wants to hear.

  3. Nicole says:

    Great advice George! I totally agree with James… I’ve been reading blogs from RKG for a period of time now and I’m loving all the ideas that you are giving out… Thanks for that…

  4. Dan Frydman says:

    I like reading about the big dog accounts and the lessons they learn (like you guys) with huge amounts of data as that has a trickle down effect on the small dogs (like us and most – but not all of our clients).

    Teasing out what’s relevant for the little guy who’s working on the small scale can be hard, but the dynamics can benefit us if we know where to look.

  5. Thanks Dan, prioritization is really important for all of us, and if our little blog helps you in that effort we’re delighted.

  6. Thanks Nicole. Glad we can help.