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Your job is not to teach your customers how to use new technology

photoIf you have to explain it, don’t do it.

Why put a scannable QR code in your ads if you have to tell people what to do with it?

You should use the latest marketing and social media technology after your customers and prospects are using them.

Be a fast follower, and be ready to take advantage of the people in a new tech environment. But don’t waste your time dragging them there.

Don’t worry about being first to the party. Arrive fashionably (slightly) late, when everyone is thrilled to see you make an entrance.

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  1. Mike Barlow April 6, 2011 at 11:22 am #

    absolutely correct, especially in today’s hyper-quick consumerized economy … if it’s not intuitive … if you have to *explain* it … you’ve already lost your customer’s attention.

  2. mj April 6, 2011 at 12:01 pm #

    Do not agree! Can be used as an upsell for a B to B that may create interest for them to call you and ask you what this is about. Example: Marketing company A sends out above piece to local merchant and below the QR code it states: Scan this to save/make more money for your business. Not sure what this means? Call us at 1 800 xxxxxxxx.

  3. Jason Archambault April 6, 2011 at 3:51 pm #

    Sorry, Going to have to dis-agree with you on this one (Although I do enjoy your posts!). I want to be a leader, not a follower, the first in my industry to use this, or any other technology.

    eBay had to explain auctions, and those that came later really are not in the same ballpark, started followers, will end following. (Maybe not the best illustration)

    Also, I have been seeing (and now use in marketing) these QR Codes, as I am sure everyone is starting to see. I think by explaining what they are and how to use them that you just solved a problem for the reader wondering what the heck they were (Be Helpful). AND, if someone doesn’t take the time to explain it, wouldn’t it be dead Tech? So why not be the one to explain it (and get credit for explaining it, a testimonial? yes, I read what that is on a flyer from xyz company).

    I say, be an innovator, lead your industry, be cutting edge, and explain the tech if you have to. Also, in my industry, I want to be seen as THE one and only leader, not just another company that FOLLOWS or COPIES the “better/stronger/smarter” company. I want to be those things, and will lead.

    Just my two cents……


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    […] have even openly commented on the lack of appeal in April: Your job is not to teach customers how to use technology – From Andy Sernovitz’s blog, this really struck a chord because I’ve never used a QR code in […]

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