Word of Mouth Tactics – Part 1
Today we’ll start a new series talking all about Word of Mouth and how it can make or break your business in an extremely short amount of time. In this first blog we’ll get a feel for what exactly word of mouth is.
Word of Mouth is easily the most powerful form of marketing and is absolutely free. People talk about ads they see, experiences they have and the products they purchase. If you treat people right and spread the word about your new products/services in a positive way, you’ll attract the right customers and client who will sustain your business for a long time.
Now, as positive as word of mouth can be for your business, the other side of the coin is how negative it can be as well. Bad news seems invariably to travel faster than good news and if you have a less than high-quality product or weak customer service system, then your customers will tell everyone they know to not buy your products and services.
The age of technology has proved to be an amazing benefit in the world of word on mouth. With blogs, podcasts, online marketing, forums, social networking and all the other online mediums available and making it easier and easier for consumers to share their experiences. And, remember this is all free advertising for you.
Let’s take a minute to talk about the importance of shortening the customer decision cycle to help customers/client choose more quickly and easily. There are three great ways to increase sales by shortening the decision cycle. They are:
Increase the overall amount customers spend on each purchase
Increase your number of customers
Increase frequency of purchases
Let’s take a deeper look at decision speed. Offer simplicity, ease and a fun purchasing atmosphere and you’ll help your customers make their decisions quicker and more confidently. When this happens your customers will buy more frequently, spend more money than usual, refer friends and make the decision to purchase more quickly. This can raise your market share by over 100 times.
The time it takes your customer to decide and purchase far outweighs any other component of marketing. When you focus on customer decision speed it forces you to take a hard look at your company and brand image, positioning, value, customer service, guarantees and product quality.
The next area I want to talk about quickly is how to minimize the friction, or stress, involved with decision making. No matter how easily people find decision making there is a certain amount of anxiety we all experience when making a purchase, especially from a new source or for a large amount of money. When you help to minimize this emotional response, you will soothe your customers’ anxiety and they will make their decision quicker and more confidently.
There are a few secrets to accelerate the customer’s decision making progress and decrease the stress involved in decision making:
Your benefits, features, claims and promises must be obvious, clear and concise.
The information you offer must be complete, easy to understand, credible and balanced.
Use comparisons that show a marked difference.
Your guarantees must be rock solid and more than the customer expects.
Make trial periods easy.
You must have simple evaluations of your products or services.
Testimonials need to be relevant and positive.
Your support, delivery and other operational systems must be perfect.
Your website can be as good as you make it. You can offer more than information, you can offer an experience that guides your customers gently through the decision making process to make it easy for them to buy. Take it a step beyond by offering free phone number numbers, or a chat now feature, software downloads to help with the process or other classy and informative ways to reassure your customers that you are there with them every step of the way and have nothing to hide.
This wraps up the first post in our series on word of mouth. If you need help identifying your target market and the issues they are experience in their purchasing experience that is making their decision time long, try our FREE test drive
There are 5 essential keys to a successful and reusable marketing campaign launch. Once you have these basics down, you can use them over and over again.
The 5 essential keys are:
- Define your Unique Selling Proposition (USP)
- Put effective sales copy to work
- Avoid the marketing pitfalls
- Use a world-class marketing perspective
- Get results!
Going through each one of these, you will see exactly how to use them and how they all affect the overall outcome of your marketing campaign.
Define your Unique Selling Proposition (USP)
Take the time to ask yourself some questions from the prospective of the customers/clients. What would it take to get your attention? What needs do you have that need to be met? What are the promises you want fulfilled?
Once you know the answers to these questions you can start putting together a plan to meet these needs. Then take a look at what USP your competitors are using to help you develop your own USP. Your USP is what you are “promising” your customers/clients. This is what’s going to set you apart from your competition.
Put effective sales copy to work
To develop effective sales copy, you need to:
- Put together a headline that gets immediate attention.
- Share benefits of your products/services speaking from the customers’ perspective.
- Identify the specific needs met by your products/services.
- Make it easy to do business with you by offering guarantees.
- Share your specific sales proposition.
- Walk your customers/clients through how they should respond and act.
- Motivate with a call to action.
What this all means is, you need to put together what makes your products/services special and compel customers to buy. Don’t fall into the trap of detailing the features of your product/service; customers want to know the benefits – what it will do for them. If they don’t feel like they NEED your product, they won’t buy. You need to answer a question, solve a problem, or feed an obsession.
You need to provide them with all the information they need to make an informed and confident decision. Buyer’s remorse is one of the worst things that can happen.
Avoid the marketing pitfalls
There are 5 major marketing pitfalls many businesses fall into and you should avoid:
- Ignore market testing and push on with an inaccurate plan.
- Offer an incomplete case, or reasons, throughout their marketing plan.
- Fail to notice the needs of their prospective customers/clients.
- Fail to diversify their marketing options.
- Fail to get market opinions on their offers.
These are all areas to avoid. If you’ve been working through these lessons, avoiding these pitfalls should be easy and natural.
Use a world-class marketing perspective
World-Class marketing perspective is important, especially if you want to attract customers/clients from all over the world. You can do this with a number of different techniques and activities:
- Keep a marketing journal and scribble down anything innovative you see.
- Keep encouraging your marketing department, or yourself, to try new things and drop the ones that aren’t working.
- Order from your own company under a different name and analyze the process of ordering, shipping, online store, customer service and the product itself. This will show you where the areas for improvement are in the customer experience.
- Read every quality ad you can find and keep a file for future ideas to consider.
- When out in public, watch how consumers behave in different situations and how they consider their purchases.
- Step down a notch or two and work on the front lines with your sales and customer service staff.
- Continuously acknowledge your staff, vendors and customers. Everyone works and shops better when they feel appreciated.
- Always listen to feedback from employees and customers.
- Continuously test markets, ads, and marketing techniques. This is the only way to stay successful and know what’s working and, more importantly, what’s not.
- Offer more information in your marketing than anyone else. The more information you offer, the more products/services you’ll sell.
- A great marketing plan can only get better. Continue to fine tune and refine your marketing plan based on testing results and feedback.
- Be classy in your marketing. Make sure your marketing and advertising fits your company image, products/service and quality.
- Improve your best marketing areas and drop those that aren’t working.
- Focus on what you say, not how you say it. The best marketing ideas turn into the best marketing naturally.
- Develop all your ads, campaigns and sales materials with an attention to compelling and factual information.
By using these techniques you can put your name out there to the world and become one of the top brands in your industry.
The last area is the best-satisfied customers. If your customers aren’t satisfied, you’ve wasted all your marketing resources and all chance of positive word-of-mouth advertising. You can satisfy your customers by:
- Providing quality products/services
- Providing high quality customer service
- Providing a low-pressure, highly informative sales experience
- Taking all the risk away with a great guarantee
To generate more business there are a couple of simple techniques that work every time:
- Build your database with a contest.
- Do regular mailings with special offers, bonuses, or other incentives.
- Find other creative ways to keep your current customers coming back for more.
“As long as the reward is directly related to your product or service, you can’t lose. Why not get started today? It’s so simple, it’s so seldom done, and it’s so profitable. And that’s the bottom line.” Jay Abraham
It is so simple! So, why aren’t you starting today? We can help you put together a great marketing plan that will get you results. Try our FREE test drive and find the tools and resources you need, built by some of the biggest names in the marketing world.
There are three key areas of public relations you can use to boost your advertising results ten-fold over your paid advertising.
The key to public relations lie in:
• Public relations 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 includes 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:
1. 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.
2. 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.
3. Put your press release in professional formatting. With press releases you need a dateline, the most important information at the top, facts, figures and wrap it up with contact details including who and how. Print the press release on your letterhead.
4. 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 forgot to include relevant blogs, ezines, press release submission sites and to industry professionals.
More importantly than a perfect press release is to make sure you have addressed the needs of your target market in the products/services you offer and made that clear in the press release. If you are providing people with a solution to a problem, a way to avoid a problem or 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 FREE test drive can show you how to put together press releases that work! Check out how the pro’s do it and craft the perfect press releases for your business.
Over the few years I’ve attended 100’s of networking events.
I truly believe that networking play a really important role in any businesses marketing plan. I’ve also seen how with a few simple changes most business owners could improve their networking efforts, which would make a big difference to the sales they win in return for their efforts.
As we head into 2018, here are seven simple changes which I hope you will use in your networking – if you do, your results will definitely improve.
1 – Plan your networking. This might sound obvious, but you need to make networking an important, scheduled, part of your diary and not something you only do if you’ve got some free time. Planning also helps you make the best use of your time. You can plan in advance who you want to talk to at the event, what else you’re going to do whilst you’re in the area and who you can let know on social media that you’re going to be there. As a bonus tip, when you’re planning, allow extra time at the beginning and end of each networking meeting for impromptu one to one conversations whilst you’re there.
2 – Make networking a regular activity – don’t just turn up when you want to sell something. Set some target for yourself for how many events to attend each month. Networking doesn’t need to be a long game, it is possible to make sales in the early days, but equally the more events you attend and your results will be exponential. The longer you keep networking, the more regularly you show up, the more you will immerse yourself in your networking group’s community. By becoming part of the community you are more likely to build that vital trust – so people are comfortable to do business with you, or refer business to you.
3 – Plan your networking introduction. This is probably the MOST important point. Your introduction can either lose you business or get you a lot of business! If you’re attending events where you need to do a 40 or 6 second introduction then don’t just do it off the cuff. You wouldn’t just wing any other important part of your marketing, so why do it with your introduction? Your introduction is what lets other people know why they should meet with you, or why and who they should refer to you. Spend time getting it right and, if you’re at all nervous, rehearsing it before you go.
4 – Have a system to enable you to follow up. So many networking sales are lost just because people are busy and forget to buy from you. It is your job to remind people that you exist and not their job to remember you. What system do you have in place for those business cards you collect? Get yourself a system, whether it is a CRM or paper system and then act on it. The quicker you follow up, the fresher you are in people’s minds, the easier it is to keep the conversation going. Every big opportunity starts with a little conversation, it is your responsibility to keep those conversations going.
5 – Join up networking and social media. Are you visible on social media? That’s where people are in between networking meetings. Social media gives us an amazing opportunity to keep in touch with our networking contacts, and at scale. And, surprisingly, most people don’t bother. The more you’re visible, the more you’re in touch with your contacts, the more you build yourself in those relationships, the more opportunity people have to get to know, like and trust you. Building those relationships beats time. Someone who shows up to the networking meeting every month and is regularly in touch with the other members in between meetings is building their trust far quicker than someone who simply turns up every month. They are also spotting the opportunities which pop up in between meetings.
6 – Be open to the buying signals. The saying goes something like “when opportunity comes knocking, for God’s sake answer the door”. When someone makes it obvious that they are getting ready to buy from you, or talks about buying your services online, then make sure you take some action. Ideally move the conversation elsewhere; to the phone or face to face as soon as possible. I spot so many people who respond to buying signals with “here’s my number”, leaving the buyer with the responsibility for moving the conversation forward. Take responsibility, take action.
7 – Learn to close sales. If your business is to be successful, you need people to place orders. You will, I promise, the better you are at asking for them, the more sales you will get. You don’t have to become a super salesperson, but just work on how you can move the conversation onto actually confirming the order, in your own words, and in a way you feel comfortable and confident with. I believe totally in what I sell, and don’t have a problem now recommending to people that they go ahead if, and only if, I believe it is the right thing for them, and that I will deliver value.
There is, of course, more to it than these seven points. But I know from the conversations I have at networking events, that this lot will make a difference to most people.
Lastly, enjoy your networking, make a plan so it works for you in 2018, and I hope to see you out there on the circuit.
Need help with more networking skills, or writing you introduction our FREE test drive will give you exclusive access to tons of resources and tools.
Today I’d like to talk about how to turn prospects into customers and retain them for marketing to in the future. While your marketing is doing its job, you need to be working on turning those prospects into customers. There are a few key ways to draw them in and seal the deal. You need to be:
The biggest fear of most new customers is the dread of buyer’s remorse. You want to avoid this at all costs and this should be mitigated if you’ve provided a quality product/service that delivers on the marketing claims you’ve made.
However, this can still occur. There are two ways to deal with this:
- Offer to refund money – no questions asked
- Offer a bonus they can keep even if they return the product
These offers alone will also mitigate buyer’s remorse because the customer will trust you more, just for offering these things.
There are number of other ways to turn a prospect into a customer:
- Offer a special price as an opportunity for you to test the market.
- Offer a lower price with the reason of pushing your product/service to pay a tax bill, for your children’s’ braces, or another tangible reason. Customers love this as it makes you feel so much more human.
- Offer a referral incentive.
- Offer a smaller, more inexpensive product first to build trust.
- Offer package deals.
- Offer to charge less for their first purchase if they become a repeat customer.
- Offer extra incentives – longer warranties, free bonuses if ordered by a set date.
- Offer financing options, if applicable.
- Offer a bonus if they pay in full.
- Offer special packaging or delivery.
- Offer “name your own price” incentives.
- Offer comparative data or other comparison tools.
- Offer a trade-up or upgrade to something they already have.
- Offer additional, educational information to help them make the decision.
The options really are as limitless as you make it. You can use these or other ideas to find what works the best for your business, products/service and target market. Remember this…
“By making it inviting, easy, informative, non-threatening, educational, inspiring and fun to do business with you, you’ll loft your company above the competition.” Jay Abraham
Need help with figuring out the best strategy for converting prospects into customers? Our FREE test drive gives you exclusive access to the mountain of resources and tools, along with information from some of the greatest marketing minds on Earth.