The best thing for any business is great word of mouth. That comes from clients that are so happy, they can not keep quiet. Despite outstanding product and service providers, people are too busy to spread the word.
Today, word of mouth is drown out by radio, TV, newsprint, mail, billboards and email advertising and publicity. Today it is a lot harder to get the neighborhood buzzing over the blueberry pie at your local diner.
Today you can use technology and traditional marketing channels to get the word out in a different way-a way where you are sure that everything said about you is true. Everybody responds differently to different approaches. Remember, even if you do not get a quick response to one marketing effort, you are building toward a sale. Some people need eleven different opportunities to see, hear, or directly experience your product or service before they make a buying decision. For this reason, I encourage you to use many different marketing approaches to get the word out and create great word of mouth.
To create your own word of mouth, follow these ideas. Soon, everyone will be saying, "Oh yeah, I have heard good things about you!"
Testimonial from a Client When you go out of your way for a client, when you are exceptional in your efforts to serve them, when you have established a strong relationship with them, when they really care about your success, you may ask them, to go an extra mile for you, and write a testimonial letter to their colleagues or friends who match your target client profile. Ask them to mention in the letter specific services you offer and the results you achieved. Enclose a special offer for anyone who receives this letter. Even if you do not get an immediate response, the recipients may tell others. Follow-up these letters with a phone call.
Joint Coupon Offer Find another businessperson who serves a similar client base as yours. Trade services and, if you are both satisfied with the other's service, write a testimonial letter for each other on company stationary. Describe what you do and why the other business is valuable to you and your business. Enclose a special offer and mail it to each other's clients and potential clients.
Booklets Booklets are a great way to get the word out, establish your company as an expert in the industry and function as a value added item that other businesses can give their clients. For example real estate offices can give out booklets on successful moving from the local moving company. The local moving company can give out booklets on how to prepare your home for sale provided to them by the local real estate office. The gym and the health food store, the image consultant and the makeup artist, and the professional organizer and the desktop publisher can all trade booklets.
"Stuff" with Your Name on It Chotckes, knick-knacks, doo-dads, trinkets --whatever you call them, people love or hate them. To make sure people love them, they need to be something useful that people can interact with. Clocks, calendars, anything that just sits there is better than anything that ends up in the bottom desk drawer or worse in the trash. I prefer "stuff" that people have to touch to use. Mugs are great and last a long time. You can get anything with your name on it. Think of something creative that represents your business-- a shoehorn for the shoemaker, a recipe holder for the caterer, a screwdriver for the carpenter.
Writing Get the word out by writing value-added articles that are of interest to your potential clients. Get these articles placed in publications that your potential clients read. At the end of the article provide information about the benefits your business provides and how to contact you. An article can be better than a speech because that article is permanent and can by modified for other publications or purposes.
Recopy Articles It does not matter if almost no one saw your article in Insurance Monthly because you are going to send him or her a copy. Write at the top, "In case you missed my recent article in (title of magazine) here is a copy, I think you will find it valuable". Seeing your name and information in print, adds credibility. This will make people more confident about singing your praises.
Speaking Get in front of potential clients and, let them hear what you have to say about subjects that are of interest to them. If you are memorable you will create great word of mouth. If you are nervous about speaking in public, start by serving on a panel where you speak only for a short time. Do whatever you must to get over your fear of public speaking.
If you incorporate these ideas, everyone will know your name and your business. Once people recognize your name, they will see it everywhere if you do a good job of getting the word out.
Caterina Rando, MA, MCC shows entrepreneurs how to succeed with ease. She is a professional speaker, best-selling author, business success coach and creator of the Expert Advantage- How to Attract Clients with Ease tele-coaching course. To gain more business building ideas via podcasts, articles, tele-classes and other free resources visit her website www.attractclientswithease.com Caterina can be reached at 415 668-4535, by email at cat@attractclientswithease.com.
How to Create Great Word of Mouth - To learn more about this author, visit Caterina Rando's Website.
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