Transform a lifeless survey template into a compelling brand asset that drives open & completion rates.
The Doorman Fallacy
The primary job of a hotel doorman is not to open the door. It’s to provide a range of services – from taxi-hailing to greeting customers and status signaling – to justify the hotel’s fees.
The free templates that survey platforms provide are the automatic doors of surveys: efficient and cost-effective but cheap.
Here are four things you can do to upgrade to ‘doorman service.’
Don’t use “survey” “value” or “feedback” in the subject line.
If you can, use a copywriter and take time to get it right. It should drive the click-through rate and also fit the voice of the brand.
Tell shoppers why you’re asking them questions and be specific.
If you type “Feedback” into your gmail and read the emails that come up, you’ll be bombarded with vague platitudes such as “your voice matters.” Avoid corporatese that says “Long boring survey ahead.”
If you offer a discount for completing the survey, frame the discount as a sacrifice instead of a giveaway.
“Shipping on us” will always beat “Free shipping.”
Pay extra to remove the survey platform’s logo.
Design your survey to look and feel like your brand, not Survey Monkey or Typeform.
Implementing these suggestions will cost more time and money compared to copying and pasting a template.
But that’s the point. ‘Hiring the doorman’ is not a luxury. It’s a cost-effective way to justify your prices and build your brand.
