Law #17of Human Nature: Lists Bring Order & Security
We have a culture based on ranking things and people. Letterman's "Top 10 Reasons Why Top 10 Lists Work" People love to have things ordered for them. Do it. You can make the lists up out of your head. The have authority, nonetheless. So, publish lists of the top 10 most successful customers in their fields. Or the top 20 most frequently complained about things in your industry. Or the 20 most amazing/stupidest things a customer ever did with your product. Look through your industry stats. There must be something you are first on the ladder about do your clients have more revenue that the other guys, even though the other guys have bigger turnover than you? Can you cut a whole bunch of competitors out of league ladder contention by making it a list of independent or "Australian owned" companies. Or don't even call it a ladder. Mitsubishi called itself "Carmaker of the Year" 3 years in a row. It ever gave a reference. I like their style. Sincerely deceptive. Authentically full of it. So pick a title:
Customer Service Bank of the Year
Agency of the Decade
News Source of the Century
Autralia's Favourite Mobile Phone
The Breakfast Cereal More Mothers Approve
The World's Most Enjoyable Beer
My wife is a finalist in the Rural Women's Award for NSW. She is one of two finalists. The organisers say they don't want the award to focus on one winner but on all the women who entered and who were finalists. But there will be only one winner... and how much media will the runner up get?
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