Category: Promotion

Put it to Work!

In the last post we talked about how to conduct word of mouth research and then put that research to work. Today we’re going to give you some great tried and true ways to use word of mouth when building and executing your campaign.

We’ve done it in a list form, so you can go through and highlight the ones you want to put into action. These are offered by George Silverman which you can find in his amazing book The Secrets of Word of Mouth Marketing.

Here they are:

·         Give them something worth talking about

·         Cater to your initial customers shamelessly

·         Give them incentives to engage in word of mouth

·         Ask them to tell their friends

·         The customer is always right

·         Always tell the truth

·         Surprise the customers by giving them a little more than they expected

·         Give them a reason to buy, make them come back and refuse service from anyone else other than you

·         Make eye contact, and smile, even through the telephone

·         Find ways to make doing business with you a little better: a warmer greeting, a cleaner floor, nicer lighting, a better shopping bag, extra matches, faster service, free delivery, lower prices, more selection.

·         Never be annoyed when a customer asks you to change a large bill even if he doesn’t buy anything.

·         The customer is your reason for being. Never take her for granted. If you do, she will never come back, and will go straight to your competition.

·         Always dust off items, but never let the customer see you doing it.

·         Never embarrass a customer, especially by making him feel ignorant.

·         Never answer a question coming from a desire to show how smart you are. Answer with a desire to help the customer make the best decision.

·         Never shout across the store, “How much are these condoms?” or anything about the personal items a customer is buying.

·         When you don’t know, say so. Do whatever you can to find out the answer.

·         Every customer is special. Try to remember their names.

·         Don’t allow known shoplifters into the store.

·         Don’t ever let two sales staff talk when a customer is waiting. The worst thing you can do is count your cash while a customer is waiting.

·         If you can suggest something better, they will be grateful. Always respect their choice.

·         Never pressure anyone into buying anything.

·         Never knowingly give bad advice. Just help people come to the right decision.

·         Personally visit the store of the competition or assign people to visit and report back to you.

·         Hire a shopping service to prepare periodic reports on how your people are treating your customers.

·         If you hear of a store where the management is insulting the customers, buy it, then put up the sign “Under New Management” outside. Then sell it later based on the increased sales.

·         One expert (in the drugstore’s case, a nurse or physician) who is convinced you are better brings hundreds of customers and their friends through word of mouth.

·         Always look for ways to make a stranger a customer.

·         People will walk several blocks to save a dollar, or see a smile, or be treated right.

·         Always run a sale promotion or an offbeat event. Make them come back to see what you are cooking up next.

·         Use the best sign-maker you can find and pay him more than anybody else.

·         If someone is mad at you, they will tell everyone who will listen for as long as they are angry, maybe even longer. So correct any dissatisfaction, and ask customers to send their friends.

·         Treat your employees and salespeople who sell to you the same way you treat your customers.

·         Have a zero-error system. There may be terrible consequences for example, if a mistake is made filling a prescription. Have people check each other’s work for safety.

·         Occasionally make intentional mistakes to see if people are checking.

·         Always measure your performance.

·         Always ask a customer to “come back soon”

·         If customers say they are moving away, offer to send them their favorite items by mail.

·         Tell jokes.

I know this is a lot of information to digest so we’re going to wrap up this lesson and leave you with the homework of going through and taking a look at the tips and tricks you like best. Also, look for tips that fit your company, products, services and target customers for the most effectiveness.

 

If you need help with this process, try our FREE test drive and get all the help you need from our experience business coaches. 

Harness the Power of WOM

Today we’re going to talk about how to harness the power of word of mouth. Including the six-step process to success and the 30+ (that’s right, I said 30) ways to harness the power of WOM. So, let’s get started!

There are six steps to harnessing word of mouth:

  1. Understand your customers’ values and priorities; this will help you understand why they would buy your products.
  2. Understand the different adopter types: innovators, early adopters, middle majority, late adopters and laggards.
  3. Identify which decision stages are needed for your product to be adopted.
  4. Use the information from steps 2 & 3 to figure out which wording, and word of mouth tactics are going to work using the Decision Maker Matrix (we’ll talk about this in a minute).
  5. Put together the resources for the highest word of mouth impact.
  6. Create and implement your word of mouth campaign.

The Decision Maker Matrix is based off years of trial and error by George Silverman. It essentially charts to different concerns you may come across when working with different adopters and putting together a decision process for each one.

We are now going to move on to the 30+ ways to harness the power of WOM:

Use Experts

Experts can come in many forms and all their opinions should be taken into consideration when putting together a WOM campaign. Some experts from whom you could gather information include:

·         Customers

·         Suppliers

·         Subject Matter Experts

·         Salespeople

·         Experts’ roundtables

·         Experts’ selling groups

Seminars, Workshops & Speeches

These venues are a perfect opportunity to gather information. People who attend these types of events are used to giving feedback, so you can use a survey or other method to gather information you can look over later. Some events to use are:

·         Speakers program

·         Seminars

·         Webinars

·         Group selling

·         Dinner meetings

·         Peer selling groups

·         Video conference experts’ panels

·         Trade show events/opportunities

Referral Selling

As we’ve talked about before, a referral program can help with a variety of things in building your business. By using some of the following tactics and opportunities you can find out exactly what you need to do to generate positive word of mouth. These tactics and opportunities are:

·         Testimonials

·         Networking

·         Referral Selling Program

“New” Media

The concept of “new” media is the use of up-and-coming media sources and opportunities to get the word out about your products and services and listen for the feedback about them. Most social media options could be considered “newer” media:

·       Facebook, Facebook Groups, Facebook Messenger, and Facebook Live

·         TikTok

·         Instagram

·         YouTube

·         WhatsApp

·         A host of others

Using Traditional Media for Word of Mouth

Using traditional media is a great way to get feedback. These are still considered mainstream ways of interacting with the public and consumers. Some traditional media outlets are:

·         Customer service

·         PR

·         Placements

·         Events

·         Promotions

·         Word of mouth in ads, sales brochures, or direct mail

·         Salesperson programs, sales stars, or peer training,

·         Word-of-mouth incentive programs (“Tell-a-friend” programs)

·         Customer gifts they can share with their friends (articles, how-to manuals)

Internal Word of Mouth

·         Encourage employee word of mouth and sharing feedback with family, friends and others

·         Offer rewards or commission for word of mouth success

 

As you can see there are tons of ideas you can work with to increase your level of positive word of mouth marketing. If you need help with any of this, please try our FREE test drive to access our exclusive resources that can help you put this whole thing together.

Multiply on Your Maximizing Resources – Part 4

The last few posts have talked about how to multiply the resources that you’ve worked hard to maximize. So far we’ve covered:

  1. Call in the Troops
  2. Bring ‘Em Out of the Woodwork
  3. Black Sheep Clients
  4. Olympic-Size Sales Staff
  5. Open Water Fishing
  6. Call for Back-Up
  7. Go Big Online
  8. Bartering with the Best
  9. Give Away the Farm

Today we’ll finish up this series with the last three ways to multiply your maximized resources. We’ll cover:

  1. Finding Your Pot of Gold
  2. Stay at the Top of Your Game
  3. Wealth from the Inside Out


These areas are all key to keep up the momentum you’ve found in making what you have work harder for you.

Finding Your Pot of Gold

You must always have a goal you’re working toward in order to stay on course. Your goal needs to be something you can attain and utilize your full potential. Don’t be afraid to aim high, just make sure you are clear on what your goal is and exactly what you need to do to get there. You need to continue to hold yourself accountable to your goal and raise the bar as you accomplish the steps to your goal.

Stay at the Top of Your Game

Once you’ve mastered these areas, you need to make sure you are staying competitive and constantly coming up with new ways to use your new tools. Don’t rest on one success when there are more on the horizon. To continue to be successful your business must continue to learn and revolve.

Wealth from the Inside Out

Wealth and riches are defined within yourself, not by your profits or the world beyond. You can use all these strategies in both your business and life to find a greater level of success. When you naturally reflect who you are and what you mean, you will automatically attract the right people to you. This will happen in life and in business.

You are capable of reaching your goals as long as they are well-defined and a solid road is built to them.

Throughout the last seven lessons we’ve talked about how to take a hard look at the resources you currently have right in front of you and maximize them to get the most out of what you already have. Then turning around and multiplying those maximized resources to take them to the next level.

If you need help with any of these areas, steps or processes, try our FREE test drive to gain access to our resources, tools and business coaches-All there to help you succeed.

Make it Pop!

There are 5 major components to good advertising copy (The order of these is essential to success):

  • Command Attention
  • Showcase Benefits of Products/Services
  • Prove the Benefits
  • Persuade People to Embrace the Benefits
  • Call to Action

Advertising is sales in print. So, you need to think about the unique benefits your products/services offer and showcase that in a persuasive way. You need to emphasize results, not features.

Let’s take a minute to talk about each of these components:

  1. Command Attention: This is usually accomplished with the headline. You need an attention-getter that makes people want to know more about your products/services. The best headlines give a vivid portrayal of the benefits or show how a problem can be avoided with your products/services. The headline is the advertisement for the advertisement.
  2. Showcase Benefits: You have to showcase the benefits of your products and services and, more importantly, show how they will solve or prevent a problem. They need to know what’s in it for them. Include useful, factual and clear information to show precisely what the benefits are and how they are going to help the customer.
  3. Offer Proof: This is where you prove what the advertisement is offering. You need to establish you have a method to deliver. Consider information that establishes credibility and past performance.
  4. Persuade: You need to add compelling reasons for your potential customers to purchase your products/services. Use a hard sell approach and create scarcity. This will enact your potential customers to feel like they have to act now. Which leads into the last component.
  5. Call to Action: You need to compel your potential customers to DO something. They need to check out your site, sign up for your newsletter, purchase your products, contact you about services…something.  Offer a freebie, booklet, sample, product, bonus, demo, consult, limited time price…the list goes on. There are lots of ways to get potential customers excited about ordering and help them feel like they are getting an amazing deal.

Good advertisements include all of these components and are not complete without any of them. You can sit down and think through any one of these components, then figure out how to best place them together for the most effectiveness. We can help you with this too. Try our FREE test drive to learn how to put together great advertisements from some of the best in the business.

Lessons I Learned from Paris Hilton

Today we’ll talk about shameless self-promotion. That’s right, I said it! Shameless! After all, we are learning from Paris Hilton here.

It’s all about self-promotion! Self-promotion comes in many forms and you can use different tactics to get your name out there. Look at politicians! Talk about self-promotion and in some not so discreet ways, at that. But, seriously, consider some of the major superstars we all know. Madonna, Donald Trump, Howard Stern and Bill Clinton, just to name a few.

We all self promote. Did you raise your hand in class to show the teacher you knew the answer? Of course! That’s self-promotion. This is the kind of self-promotion we are talking about. With dignity, class and the knowledge to back it up. If you self-promote only to prove you don’t really know what you’re talking about, you’re going to lose business.

Natural self-promoters are the former and I want to tell you about the three major traits they have and use to build themselves and their businesses.

  1. The first is position. You need to position yourself around people who can make a difference in your life. You need to do this frequently. You need to wake up every morning and ask yourself “Who can I meet today who will make a difference in my success?” In fact, go a step further, write it in big, bold letters and tape it on your bathroom mirror.

Also consider:

Who can help me meet my goals?

Is it a prospective customer/client? A colleague with contacts? An association with key members who may become prospects?

Don’t settle into interacting with the people who are the easiest to access. You need to reach outside your comfort zone and there you will find a wealth of new connections that will bring you great success.

  1. Now, let’s talk about Style. No, this doesn’t mean you need an Armani suit to bring in more business (though, let’s be honest-it wouldn’t hurt) ☺ What this really means is how are you different from your competitors and others in your industry. What makes you memorable with customers?

If you are meeting a lot of people and they don’t remember you once you leave the room, you have a serious problem! This means you have an opportunity to present yourself in a more memorable way.

There are lots of little subtle changes you can make. Reassess your:

  • Business cards
  • Company message
  • Your picture
  • Your wording

Maybe even, your hairstyle (of course, now we’re back to the expensive suit, but it really works!)

You get the idea. There are lots of little ways you can work on making your image and business more successful. Also, consider how you sound on the phone and how you great people at meetings or other events. Think about your 30-sec elevator speech.

  1. The third trait of natural promoters is repetition. You can’t say it once and leave it at that. Successful self-promoters say it as many times as they need until they get a response. Would you remember a commercial for Coca-Cola if you only saw it once, no! You see it over and over and eventually you head out to the store.

You, also, have to make multiple impressions on those you are networking with in order to build brand awareness. Repetition is in direct connection with positioning. Once you find people to network with, reach out and find hundreds more who can help in your success as well.