Blogging and working online means a variety of things to different people. To Brian Clark, Darren Rowse, and other professional bloggers it means a full-time income. Others find blogging to be a hobby in which they share their personal lives and pictures of their family.
I’m not talking to them today though, they either have it figured out already or don’t care. The bloggers I am writing for today are you and me, the average blogger who has some great things going for them but seem to still be missing the pro-blogging dream.
I worked with a best-selling author for two years and learned an incredible amount from his success. During my employment my work relationship eventually turned into more than just a work, we became friends. Having a friend that knows how to be successful is important and I think by analyzing what I learned from his example I can help all of us.
Roger Connors is my friends name, “The Oz Principle” is his original New York Times best-selling book on creating a business culture and implementing accountability within leadership roles. Recently, he’s hit the New York Times best-sellers list again with, “How Did That Happen?“, a look at the accountability dilemma leading to the worldwide recession. It’s a fantastic book and an excellent education on learning how to successfully lead. The key element from Roger I want to talk about is creating a business culture on our blogs.
Whether you consider your blog to be a formal business or a fun freelance operation, creating the right culture or environment is very important. The most fundamental element to creating success is “always over-deliver.”
What Does it Mean to Deliver?
Everyone has ordered something before. Whether it’s a pizza, something online, or even a prescription drug, when you open your package and get exactly what you ordered – you got what you paid for. That’s being delivered.
If you open the package and find that instead of the computer you ordered there is an old piece of cheese with an apple sticker on it, that’s under-delivery. Actually that’s probably fraud.
How Do We Over-Deliver?
When you open your package and rather than getting just what you expected, you got more, you have just been pleasantly surprised and over-delivered to. This is the difference between a business making a profit and a business that is making a huge profit.
Businesses you enjoy frequenting the most are those that over-deliver. Think about why you love your favorite restaurant, store, or website. Its probably because you get more than you were expecting. The store delivered more than you thought you would get for what you paid, and the store got a loyal customer and fan.
The details are the key to over-delivering. If you focus on providing little details that dramatically improve the user’s experience you can quickly gain an advantage over your competition. Soon your customers turn into fans and after that they become your best source of promotion. Referrals.
You see my friend, Roger, used to say:
It’s the details of the follow through that differentiates us from everyone else
What we promise our customers matters because that is what they will come to expect from us. When we follow through with our promises with more than what the customer expects, we all benefit from it.
Remember this, if you are giving your customer what they want then you are not going to lead your market and beat your competitors. Everyone already understands the principle of giving the customer what they want.
Over-delivering is about giving the customer what they “will want.” If you want to find success in your blog or business, learn about your readers/customers and find out what they will want in the future. Then start preparing yourself to provide it.
Over-delivering is the best way to dramatically improve your blog or business by focusing on the details and providing what your customers “will want.”
The Discussion
Leave a Comment Read Again?Seth, excellent article man. I’m totally sold on the idea of over-delivering. It’s the value proposition to our customers, it’s how we’re going to enrich their lives, and it’s very necessary for success. I think you just confirmed some things for me. Thanks again for a great post.
.-= Rod Kirby @ The Success Center´s last blog ..How to Rise to the Top with David Siteman Garland =-.
Rod I’m glad you not only liked the article but really get its message and meaning. I think your blogging is a good example of providing excellent value for you readers.
.-= Seth´s last blog ..Creating a Business Culture on Your Blog =-.
Over-delivering is a great concept, Seth! Just yesterday one of my marketing professors was talking about how she had an issue with a Hershey’s chocolate product. (It wasn’t just a candy bar, but it was some sort of unique gift with two pounds of chocolate.) She called Hershey’s and without her even asking, Hershey’s offered to refund all of her shipping, the cost of the product and send her $50 of free chocolate.
Hershey’s over-delivered. She uses that example in every one of her classes, and now i’m sharing it with you. It’s neat how that works!
P.S. I do the same with Blogussion. You always seem to over-deliver!
.-= Nick Tart´s last blog ..Interview: Philip Hartman, 2008 Young Inventor of the Year =-.
Great Example Nick! I really think that businesses that go out of their way to make their customers happy really do succeed in the long run. Business that try to trick, cut corners, or manipulate their customers/clients never stick around long. Eventually the market gets rid of them.
.-= Seth´s last blog ..Creating a Business Culture on Your Blog =-.
Seth, Just what I needed to read today. Hit me just right. Thanks
I’m in the habit of taking notes on every article I actually finish reading (like this one). Posts that aren’t worth my time I just stop reading as soon as I realize it.
For the posts I enjoy, I find too often that I think I will remember something when really it is just stored somewhere in my mind that I don’t readily have access to.
Here is the note I jotted down on my pad:
“Businesses that deliver value to customers that is in accordance with the price the customer paid will stay in business. Businesses that over deliver on this exchange will flourish. However, the actual price the customer has paid has little to do with it. Often there is a lot of perceived value that can be overlooked in the traditional value exchange. Smart businesses will play on this ‘perceived value’ and make sure they over deliver specifically in that aspect.”
Thanks again.
-Nick
.-= Nick´s last blog ..How to Brew Loose Leaf Tea =-.
I like that you not only take notes on what you read but also stop reading what you don’t find useful. There is so much out there that is not either high enough quality or relevant. I usually do the same thing.
Your notion of perceived value is an excellent one. There is a lot to be said about delivering to what the customers will want.
.-= Seth´s last blog ..Creating a Business Culture on Your Blog =-.
Great article, Seth. That is delivering an over-dose of quality to your customers or readers and that really works. Customers or readers who stay or get to know you, your blog or business as a result of an over-dose quality that you provided on most occasions never leave you.
.-= Shirley´s last blog ..Review: The Lateral Action Guide To Becoming A Creative Entrepreneur =-.
You are right Shirley. Those that you prove your value too never leave unless you stop providing excellent value. But if you are really all about value, then they will get to know you and stick around.
.-= Seth´s last blog ..9 Ways to Treat Your Blog More Like a Brick-and-Mortar Business =-.
I like the strategy of over delivering. I blog full time for a living and I know that if I rest on my laurels and stop providing great content in a timely fashion I can kiss my “job” good bye.
But of the post that was the primary thing I took from it, not because the other components weren’t good – they were – but rather because the niche blogs that I write for would be hindered if I took a business culture style approach.
In any case, keep up the work.
Chris Guthrie
.-= Make Money on the Internet´s last blog ..Top 7 tips I used to make $41,438.42 in 2009 with Amazon Associates =-.
Over-delivering is the most important element in the article so you are right about what you took.
The business element is important only in mindset to help you focus and work hard. It looks like you have a lot of great blogging experience so good luck and keep it up.
.-= Seth´s last blog ..9 Ways to Treat Your Blog More Like a Brick-and-Mortar Business =-.
That’s a really cool connection to have with a best selling author. I can’t imagine how much wisdom you’ve been able to pick up from him.
I think over-delivering is something that is hard to find these days. Not just online, but offline too. It’s strange how so many people are happy to give the bare minimum, but never do anything to stand out.
Blogussion has always been a great blog to find the best blogging content online and a place that truly “over-delivers.” Keep preaching the good word; hopefully more will listen
.-= Blake @ Props Blog Reviews´s last blog ..Sampling Mojitos Can Teach You About Marketing Online =-.
Yeah the connection has been great in so many different ways in my life. I have loved being able to learn from him and then continue to analyze my experience afterwards.
Over delivery is the key to success. It really is.
.-= Seth´s last blog ..9 Ways to Treat Your Blog More Like a Brick-and-Mortar Business =-.
Good article seth. what i can say is one of the best articles i hav read these days. delivering what customers want is the key for any business to succeed. U hav explaind about it very well.
.-= krish´s last blog ..Tips to Increase Your Sales through Online Videos =-.
Thanks Krish. Delivering value is what blogging is all about. It takes time to do it right but as you become better you will see the fantastic results of over-delivering.
.-= Seth´s last blog ..9 Ways to Treat Your Blog More Like a Brick-and-Mortar Business =-.
Seth – Excellent point. This is something I hadn’t really thought about too much. But as you noted, I started thinking about some of my favorite stores, restaurants, and websites. They all tend to over deliver which is why I keep going back.
How do you go about interpreting what your readers want? Any suggestions?
.-= John´s last blog ..What does eHow and the Recession Have in Common? =-.
Asking them what they want is usually the best method. In the past I have used polling, emails, comments, and twitter conversations. I also use my statistics to gauge what is getting a lot of views from regular readers and what I can improve on.
Hey, you have a very good blog, its excellent information in its field. You have done a great job, keep doing it for to help, people like me.
hmmm, maybe I should pay a visit to Las Vegas and learn how those casinos over-deliver.
.-= scheng1´s last blog ..Diagnosis for kidney stones =-.
Not much if you’re a 2-3 digit gambler.
.-= Dennis Edell´s last blog ..Hello & Welcome To The All New – DennisEdell.com/DirectSalesWebMarketing.com Merged – Direct Sales Coaching Blog! =-.
Haha.. I was born in Las Vegas and all I can say is its better to never walk into one.. the “house” always wins… always.
.-= Seth´s last blog ..9 Ways to Treat Your Blog More Like a Brick-and-Mortar Business =-.
If you stay too long for sure…this is why “the comp” exists.
.-= Dennis Edell´s last blog ..Hello & Welcome To The All New – DennisEdell.com/DirectSalesWebMarketing.com Merged – Direct Sales Coaching Blog! =-.
And thus, the “promotional items” business was born. Most people are shocked at how well a simple keychain or notepad, etc., will go over with a customer.
It’s all about the customer service.
.-= Dennis Edell´s last blog ..Hello & Welcome To The All New – DennisEdell.com/DirectSalesWebMarketing.com Merged – Direct Sales Coaching Blog! =-.
Its true Dennis. I saw a data set proving that cafe’s and restaurants that leave a mint or candy with the bill always get a higher tip for the waiter/waitress. Little things go a long long ways!
.-= Seth´s last blog ..9 Ways to Treat Your Blog More Like a Brick-and-Mortar Business =-.
That is so true! I was always taught to under quote and over deliver. I think a lot of bloggers get in trouble when they try to pretend they are better than they are, and end up over promising and under delivering.
.-= Free Squeeze Pages´s last blog ..Do I Need My Own Product Before I Start List Building? =-.
Hi Seth,
Nice post. I would like to add that every business should have a business culture. In this case if your blog is your business so it should I have a culture, a pattern of behavior and even a mission and vision.
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