(I originally wrote this for a client team that had been through a massive project and needed a laugh. Enjoy!)
A primer for non-marketers
This is a general reminder for anyone who works with, alongside or a pay grade above the team that is slogging through the multitude of minutia to create the most wonderful, compelling and exciting launch for your company.
- The team is tired. They have put in many nights not sleeping, worrying about all of the crafting and redrafting of the best words, images and phrases to capture the essence of your company. Send them coffee immediately. Good coffee. Extra PTO. A spa card.
- They need you to pay attention to the requests that you get, in a timely manner and with thoroughness. This means reviewing copy to find pre-launch typos, or getting back with answers/decisions quickly so you are not holding up the next phase.
- Respect the pressure someone is under. They are problem-solving like a mother, and have been for the last several months. Just because they don’t bring every issue to you, doesn’t mean it’s not there.
- “I don’t like it” is not constructive. Stop and think about Why this isn’t hitting the mark for you. Don’t be the person that can’t communicate. You are then part of the problem and holding up the entire project while people do cartwheels to figure out what you want.
- The Pre-Launch Review Window is critical. If all you spend is 15 minutes scanning, you do not automatically reserve the right to then find the typos that have been there for five years already and then panic email your team after things go live. This is a big no-no and will not earn you special points. In fact, your requests go to the bottom of the list.
- Launches are long-term, heavy-team-involved projects. Iterations are okay up to a point, and then things need to go live.
- See #5 above. Websites will never, ever be “complete.” There is always and forever something to improve. Sticking to the line in the sand for a launch and adding items to a wish list, or Phase II list is the only way forward.
Finally, what may be the most important thing – Say thank you in a meaningful way. Your team needs to hear it. Set a precedence. Use your budget. Make them a big deal during the next all-hands. Clap harder than everyone else.
I once had a boss who arranged for a dinner for the people involved and then bailed out at the last minute, without a reason. I also had a different boss that promised a post-launch party and never followed through. What message does that send to the people that have worked for weeks, or months to make your company look amazing to its customer base?
In short, respect people’s time. Be kind. Communicate. Show appreciation. Ask how you can help.
Don’t be a dick.
