In the last post, we talked about conducting word-of-mouth research and then putting that research to work. Today we’re going to give you 39 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. For more information read George Silverman’s “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 your looking at this exhaustive list and asking yourself how can I implement these lessons. We’re going to wrap up this lesson to give you a chance to digest, prioritize, and plan. To aid you with this here is a little homework assignment.
Go through the list again, find 1 or 2 lessons that fit your company and that you feel you can implement. Then I want you to write down we business activities the lessons are relevant to. Next, write down a no more than 5 step process to implement those lessons into that business activity. This will provide you with a quick action plan.
If you need help with this process, feel free to email me at email@example.com and I will review it and provide you with feedback.
Remember the best time to change was yesterday, so you better start today.
In the previous series, we discussed techniques and strategies to maximize your resources. This next series of posts will cover how to take maximizing resources and multiply them for even bigger results.
In this first of the four-part series, we’ll cover:
- Call in the Troops
- Bring ‘Em Out of the Woodwork
- Black Sheep Clients
Call in the Troops
Finding and securing new clients can be exhausting and expensive. So instead, work with other companies to help you find new clients. Find solid companies with secure, positive relationships with their customers/clients. Also, ensure that their products/services are not directly competitive with yours.
Contact prospective partner companies and talk with them about helping promote your products/services to their clients. Always offer them a commission on the sales that come from their client lists.
Make sure to include these key points in your proposal:
- First, ensure that your products/services don’t compete with theirs.
- The partnership will not take away from their current or future sales.
- The partnership will increase their profits.
- They won’t have to do nor spend anything on the partnership.
- You will produce all needed marketing materials.
- You will offer an unconditional guarantee on all products/services.
Bring ‘Em Out of the Woodwork
If you take the time to put together a solid referral system, you’ll draw new customers/clients out of the woodwork through everyone you already know. You can start doing this by first showing all your current clients how much you care about them.
Then show them how your products/services can significantly improve their lives or businesses. If you can do this consistently, they will naturally and comfortably bring new clients right to you.
Black Sheep Clients
One of the best ways to rejuvenate business is to find your stray clients and offer them something unique. But, first, you need to understand why they strayed and are no longer purchasing from you. There are generally three reasons why customers/clients leave. They are:
- Unrelated causes that have nothing to do with you
- A problem with their last purchase
- No longer benefit from your products/services
The best way to bring these clients back is to contact them. If you don’t make the first move, they’ll never come back. You make an appointment to visit them or call them if it’s not possible to meet in person.
Talk openly with your stray clients. Let them know you noticed they were no longer working with you and that you’d like to talk with them about their experiences with you and how you can improve things to work together again. Take the time to make them feel special and work hard to make sure their experiences with you going forward are the best ever.
This wraps up the first three areas on how to multiply your maximized resources. If you need help working on any of these ideas or processes, try our FREE test drive to work with an experienced business coach.
Next time we’ll talk about the following three areas of multiplying your resources. They include Olympic-size Sales Staff, Open Sea Fishing, and Call for Back-Up.
Two weeks ago, we talked about the first three of the seven specific areas you need to consider in your franchise prototype process. Here are all seven again:
- Primary Aim
- Strategic Objectives
- Organizational Strategy
- Management Strategy
- People Strategy
- Marketing Strategy
- Systems Strategy
(The first three focus areas were covered in the blog: Business 2.0, please read before continuing)
Creating a focus in these seven areas will get you on the path to creating a business that works for you. Today we are going to cover the last four.
Before we jump into it, think of constructing your business model like planting a tree. At first, it’s so tiny and weak you wonder if it will even make it through the night. But, you keep watering, fertilizing, and nurturing it. Your ideas will grow the trunk, and each of these strategies will extend out like the branches of your now a strong tree. Finding the perfect support staff, employees, vendors/suppliers, and other relationships will make your tree flourish with leaves and flowers to bear fruit.
Grab your pen and paper, roll up your sleeves; it is time to get to work.
If I told you, having excellent management is not about finding great people with a lot of experience but about creating a system to cultivate, promote, and train talent.
The way you structure your management team development is essential to your growth and your employees’ happiness and, ultimately, your customers/clients. This strategy is results-oriented and doesn’t depend on the people but the actual system that’s in place.
A management strategy, in short, includes goals, rules, company direction (mission/vision), standards (supervisor expectation of behavior and performance), skill development. That tells your employees how to act, grow your business, and meet clients’ expectations.
It is a well-orchestrated procession of actions that allows your staff to exceed your clients’ expectations while fulfilling strategic objectives over and over again. It is your operation manual, your series of checklists, scripts, and action processes.
If your management strategy is what you want your people to do, your people strategy is how you get them to do it.
You need to show your employees how you feel about their job performance and dedication to your business. They also need to understand “why” they are doing specific tasks. This helps your employees personally connect to their job, leading to better production and a happier workplace.
There are several strategies you can use to get the highest performance of your employees (They are in order of effectiveness):
- Constant, regular, and public reminder/thanks of how their work is impacting the community (companies goals)
- Internal education program
- Internal staff dream program
- The innovation game
- A learn this business program:” not just your job.”
- Performance Incentive Programs
- Contests that reward high performance
- An employee of the Month
- Performance/Holiday Bonuses
These are just a few of the ideas you can use. To create a great people strategy is to find the balance between appreciation, education (the why), and directing of staff energy.
One of the best ways to appreciate your employees is by calling a meeting and asking them how they would like to be rewarded. Think about it for a while and put the best strategy into play. Keep it fresh and change up the system you use from time to time to keep your employees guessing. Once they get used to the prize, it’s time for a whole new approach.
You need to build a community within your company. There needs to be support, appreciation, and respect. The more “at home” an employee feels, the better they will perform and the higher their loyalty level.
Marketing is, of course, essential to the success of any business, but it also must work cohesively with the other strategies you’re using. There are two central pillars of successful marketing strategy-the demographic and psychographic profiles of your customers.
The psychographic tells you what your customers are the most likely to buy, and the demographic tells you who they are, which can help you learn why they buy specific items.
With this information, you have answered the pivotal questions of marketing:
- Who are they?
- Where are they at?
- What do they want?
Now all you have to do is speak to them.
There are three types of systems in every business:
- Hard Systems
- Soft Systems
- Information Systems
Hard systems refer to those that immutable they’re opening and closing procedures, your standards of office cleanliness. These are the systems that don’t have any wiggle room and are usually all internal.
Information systems include customer data, product information, financial…anything with data and numbers. This the recording of important information to the operation, use, and success of the business.
The most important of all three systems is the soft systems because it is where your employees have the most flexibility in execution and usually require the most creativity.
The most critical soft system is your sales system. In your sales system, the two keys to success are structure and substance. The structure is what you sell, and substance being how you sell it.
All three systems are essential to the success of your business, and while they all have their particular roles, they all must work together to get the job done. This also goes for your entire business development program.
I want to take a moment to recap on the ideas we went over through these business development lessons. We have covered a lot of the series of blogs.
An entrepreneurial myth, or e-myth, is an assumption that anyone can succeed at business with:
- Some capital
- Projected a targeted profit
There are essentially three key roles that need to be filled to set your business up for success:
- The Technician
- The Manager
- The Entrepreneur
The four different stages of a business life cycle are:
- Growing Pains
There are a few things we are going to talk about:
- Business Format Franchise
- The Franchise Prototype
- Franchise Prototype Standards
There are three main areas of business development:
Seven specific areas you need to consider in your franchise prototype process. Here are all seven again:
- Primary Aim
- Strategic Objectives
- Organizational Strategy
- Management Strategy
- People Strategy
- Marketing Strategy
- Systems Strategy
Question and Actions
If you have been following along over the past few months, I thank you for those who have not; then you have a lot of work to do. Below are guiding questions and action steps. As always, I am here to help.
- What do I do now? First, identify what role in your business you play. Are you a technician, manager, or entrepreneur?
- Where do I need the most help? Take some time to think about the area you need the most help, then start taking the next step in your business.
- What will it take to get past my ego? As entrepreneurs, we constantly feel we must go it alone, but in reality, once we get past our ego holding us back, we can get the help we need to succeed truly.
I am here to help you work through all of these areas and give your business a jumpstart that puts you ahead of your competition right from the start. Feel free to contact me directly at firstname.lastname@example.org. I am happy to answer any questions you have and discuss the success of your business.
There are five 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 your products/services’ unique benefits and compellingly showcase that. You need to emphasize results, not features.
Let’s take a minute to talk about each of these components:
- Command Attention: This is 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.
- 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 description of benefits to deliver precisely what and how they will help the customer.
- Offer Proof: This is where you prove what the advertisement is offering. You need to establish you have a method to deliver. Consider the information that establishes credibility and past performance.
- 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 compel your potential customers to feel like they have to act now, which leads to the last component.
- 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-a booklet, sample, product, bonus, demo, consult, limited-time price…the list goes on. There are many ways to get potential customers excited about ordering and help them feel like they are getting a fantastic 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 Marketing Evaluator to make sure your copy POPs!
You can use three critical areas of public relations to boost your advertising results ten-fold over your paid advertising.
The key to public relations lie in:
- Public relation or publicity
With a solid plan in place that encompasses all these areas, you’ll have a great approach to use public relations in the best way possible.
Public relations include all that is the media. Don’t limit yourself. The attention of newspapers, television, radio, magazines, bloggers, ezines, and more are all equally powerful. Online marketing is just as, if not more, important as conventional media.
Here are the steps to get noticed by the media:
- Put together a press release for your company. The press release should be relevant to your target market and address consumer interest, not just announce your business.
- Compact your press release to include one hook and one angle. Choose the most attention-getting to make sure the media person you are sending it to is interested in reading it.
- Put your press release in professional formatting. With press releases, you need a dateline, the essential information at the top, facts, figures, and wrap it up with contact details, including who and how. Print the press release on your letterhead.
- Send your press release to all television and radio stations, local and metro newspapers, national newspapers, industry magazines, and any other form of media that reaches your target market. Don’t forget to include relevant blogs, ezines, press release submission sites, and industry professionals.
More importantly than a perfect press release is to make sure you have addressed your target market’s needs in the products/services you offer and make that clear in the press release. If you are provided people a solution to a problem, a way to avoid a problem, and an opportunity to enhance their life the media and public will be interested.
If you have a connection (or the ability to get a connection) with a celebrity, this can practically guarantee you’ll get attention. Make sure you are offered newsworthy information and then follow up with media outlets to make sure they are publicizing that information.
“One of the most powerful techniques every business should use is free publicity. As the name implies, there is no cost, just the time and effort required to attract attention to your business.” Jay Abraham
Our GUIDED TOUR can show you how to put together press releases that work! Check out how the pros do it and craft the perfect press releases for your business.