Can you spot the change?

Occasionally, I hear from a customer who has had trouble downloading one of my products.

I used to respond with a note like this:

Hi X,

I apologize for the trouble.

I have reactivated the download link. Please try it again and let me know if you’re able to download it successfully.

If not, I will try an alternative method ASAP.

Again, I apologize for the trouble and appreciate your patience.

Blair

While this usually solved the problem and left my customer happy, every so often it didn’t. Even if the new download link worked, I could tell the customer was put off for some reason.

Not good.

I wondered what I was doing wrong.

Eventually I changed one sentence in my response and have noticed a dramatic improvement in the way my customers respond when these problems occur.

My new response is something like this:

Hi X,

I apologize for the trouble.

I have reactivated the download link. Please let me know if the file downloads successfully for you.

If not, I will try an alternative method ASAP.

Again, I apologize for the trouble and appreciate your patience.

Blair

Again, I changed just one sentence. But the change is more than mere words; it’s a change in the overall message I’m communicating.

What is it about the second message that sits better with my customers? Any ideas?

Posted on Monday, November 17, 2008 at 08:15 AM

Printer friendly

Tags: persuasion

Share Blair:

(12) Reader Comments about Can you spot the change?

John says...

The first one puts the ‘downloading’ responsibility on them (either successful or not). The second message puts the responsibility on the download itself.

Posted on 11/17/2008 at 03:30 PM

Tony says...

What John says.

My. my, my ... How just a few words can completely alter the perceived message.

Posted on 11/17/2008 at 03:48 PM

Spiro says...

There are alot of hidden message in the two…
Please try it again and let me know if you’re able to download it successfully.

This is almost an indirect sarcasm that says your at fault and are you capable of downloading it.... almost enticing the reader to look like a fool… the last part..."let me know if you’re able” putting the reader in an even more “wrong doing” state ... they’re peeved as it is.. .this message just pisses them off even more...lol

the second one “please let me know if the file downloads successfully for you” is encouraging the reader....

Posted on 11/17/2008 at 04:17 PM

Scott Jones says...

Also sounds like some practical application of the One Sentence Persuasion Course. A touch of:
1. Encourage their dreams & allay their fears (We’ll get it to you some other way if necessary).
2. Confirm their suspicions, justify their failures, and help them throw rocks at their enemies (It’s not my fault, the stupid software didn’t work).

Posted on 11/17/2008 at 04:19 PM

Jan Tallent says...

hi, Blair, I always love your writings but you are also the King of Tact and figured out a way to make even a customer who might have been causing the problem to begin with feel better,

Posted on 11/17/2008 at 04:35 PM

Rabih says...

Hi Blair,

It appears to me that in the first message, you’re installing onto their subconscious mind the thought that they will be bothered again with trying to download the file, that is more work on their part.
Moreover, it gives the impression of you being unsure that the download will work, which gives an annoying feeling to the customer.

The second message does not blow the alarming signal of more work to be done; it simply makes things sound much easier.
Additionally, although it still bears some connotation with uncertainty of whether the download will work successfully, it does that to a much lesser extent.

Posted on 11/17/2008 at 10:00 PM

Simply Mike says...

First one - It’s you.

Second one - It’s me.

Posted on 11/17/2008 at 10:14 PM

Rabih says...

It’s really amazing how people adapt.
Now we’re basing our comments on the presupposition that the second version of your messages is the one that is better received by your customers.

Imagine how a change in our belief system would turn things around.
If you told us that you had placed the two versions of the message in the wrong order: it was actually the first one that proved to be the proper one for them rather than the second.

In that case, I’m pretty sure we’d come up with all sorts of comments justifying the “goodness” of the first and finding fault with the second.

It’s our perception, or how we were taught to perceive.

Posted on 11/17/2008 at 11:14 PM

Andrew says...

I love this sublety. I agree with the previous comments but there is something else I think.

People want an easy experience. When you suggest that the files will download themself it just sounds easier. We all like a comfortable customer experience and this sounds just like that.

Nice observations Blair.

Posted on 11/24/2008 at 12:08 PM

John says...

Where’s Blair?

Posted on 12/01/2008 at 01:38 AM

sylv says...

yes it is interesting how it assuages frustration, with the apology. At first I thought it was groveling, and then recalled a
frustrated problem with a digital delivery and thought, yeah. that is the best way to put it.

Posted on 12/03/2008 at 01:37 AM

David Wilkinson says...

The first subtly suggests that it may a problem their end. “Let me know if you can download it”.

The latter suggests the file was at fault and appears to come more from a standpoint of genuine concern.

Or maybe I’m over-analysing something.

-David

Posted on 12/20/2008 at 01:50 PM