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– CO P Y M AT T E R S .T U M B L R .CO M
“One of the biggest challenges they
face is gaining users trust. You’re
putting your actual money into
them, so every single thing they do
needs to feel incredibly safe and
reassuring.”
Optimizing for Delight
Wut?
Stop playing by other’s rules
Stop playing by other’s rules
Start making our own
1. Earn trust
1. Earn trust
2. Build relationships
1. Earn trust
2. Build relationships
3. Profit
Tactic: First Impressions
What is your first impression?


How can you make it awesomer?
Tactic: Building Relationships
How do friends say thank you?
These are all hand made
These are all hand made
But it’s possible to automate
Customer Support #1 NPS driver
Examine your last 20 tweets/emails:
Are you robot, or human?
Tactic: Leverage Delight
https://fj.simple.com/r?i=4435893d&click_type=aclk
https://fj.simple.com/r?i=4435893d&click_type=aclk
https://fj.simple.com/r?i=4435893d&click_type=aclk
https://www.huffingtonpost.com/article-url
+33%
CTR
~20% Requested
Invite
Leverage your last 5 testimonials
Use them to make new relationships
Tactic: Don’t be boring
Turn boring moments into highlights
Tactic: Just answer the question
Do you answer their basic
question in 30 seconds or less?
Tactic: Unique Content Propositions
What unique insight do you have to
share?
Tactic: Delight like Google and
Facebook
Make a $250 budget for Restaurants in October
*removed for PDF*
“Hello”
How can you thrive in a
instant answer world?
First impressions
Building relationships
Don’t be boring
Contribute something unique
Act bigger than you are
These aren’t just tactics
These aren’t just tactics
We’re building real, strong
relationships with customers
No algo change can take that away
@scottedwards

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