🧐What if you don't care about your customers?

Morning to our long-timers and welcome to y’all new Inbox Hackers. 

Today’s quick thought is about giving you a simple way to show your customers you care about their problems like they’re your own problems. Even if, for some reason, you don’t care about your customers. 

Obviously you should care, but maybe you’re exhausted, burned out, or a sociopath. Regardless, I’m here for you.

After that, stay tuned for This Week’s Marketing Wrap-Up

Care Like Costanza

I used this technique I learned from a Seinfeld episode.

It was about 20 years ago while working at a plastics factory. Good job but pretty mindless. And at one point I got moved to a different crew, D-Team, that the other crews said was super-lazy. 

They said I’d be doing all the work and figured I’d be getting mad at the D-Teamers.

They were right about my new crew being lazy but wrong on the last two predictions. 

I simply blended in with D-Team like we were all in Rome - lazily rolling up giant spools of plastic, taking XL breaks, and generally not giving a flip. It was kinda awesome, but…

The Problem Was

The supervisors didn’t want to see workers not caring, so I had to ACT like George Costanza ACTED at one of his many jobs. 

He’d walk around the office looking stressed about the job. Using heavy sighs as he walked by the boss. 

Acting like this produced the unspoken…

• “Man, it’s been a long day!”

• “I’m buried under a pile of work!”

• “We gotta hire more help, I’m worn down to a nub!”

That tells the boss you must really care. You must be hard at it. 

If you present a look like everything’s great (too carefree), the bosses assume you don’t care and aren’t going the extra mile. 

Using this Costanza technique, I never got one complaint from supervisors. I even took it up a notch, taking hour-long breaks instead of the already generous 30-minute breaks every two hours. 

But a funny thing happened.

I began to care. About the people on D-Team. 

Luther was an older guy who also drove a bus part-time. We always had lots to talk about. He was one of the funniest cats I ever worked with. 

Eugene was a whacko, plenty entertaining on 12-hour shifts, though. 

Then there was Darnell who also worked another job, not part-time, full-time. Dude had two 40-hour-per-week jobs AND worked overtime!

I did my job because not doing so would’ve left those guys in a bad spot. 

That was my reason to care. 

Now, I didn’t try to do everyone’s job, because some D-Teamers woulda let me. And I would’ve got mad and been miserable. 

The lesson is — pretend like you care even if - for whatever reason - you’re not excited about the offers you’re tasked with promoting. 

Pretend long enough and you’ll find a reason to care. 

Without caring, it’s gonna be hard to successfully promote your goods and services.

3 Links on Developing Empathy (aka learning to care)

1. Andrew Sobel

2. American Psychological Association

3. Mind Maven

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Shane McLendon - Copy Kingpin

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