Put it to Work!

Posted by J. O'Neill Keathley on October 5, 2017

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 I 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.

The Science of The Memes

Posted by J. O'Neill Keathley on September 21, 2017

Today I’d like to discuss the science of the memes and how spreading ideas around and through society is ingrained in humans.

Memes

This refers to types of ideas that spread the fastest through society, why they spread fast and how that affects consumerism. You can use this same information to create a lasting positive impression about your company, products and services. People are more likely to try a new product or services when they feel protected and reassured by the masses.

It’s been determined that spreading ideas is essential to the survival of a society. There are 5 main situations where this occurs. They are:

  • Crisis
  • Mission
  • Problem
  • Danger
  • Opportunity

Think of evangelism. This is prime example of people not only spreading the word, but convincing people to jump on board and start to spread the word themselves. To do this effectively, you need to incorporate a few key things that always catch people’s eye:

  • Sex
  • News
  • Unique Results
  • The Unusual
  • Helping Others
  • Secrets

Next we are going to switch gears a little and talk about viral marketing. While, traditional marketing can be used to your advantage, the reality is viral and online marketing is the king of the castle. You can spread the word online like the plague, if you know what to do. Here are some simple steps to do this:

  • Find an interesting idea
  • Make it easy for people to experience or trial
  • Spread the idea while people who are in close contact with others
  • Take advantage of existing communication methods
  • Develop the way of trying your product in such a way that it automatically draws more try-ers

Some great places to use viral marketing are:

  • Geocities
  • Ebay
  • Roger Wilco
  • ICQ
  • AOL Instant Messenger
  • MSN Instant Messenger
  • Winamp
  • Hotmail
  • “Tell A Friend” Buttons
  • E-Greeting Cards

There are six things everyone should be doing to benefit from word of mouth on the Internet:

  • Put WOM components on your website.
  • Assign people to monitor your viral marketing.
  • Place testimonials in different places on your website to walk a customer through the purchasing cycle.
  • Set up an email marketing campaign.
  • Stay up to date on what products and services the experts in your industry are recommending.
  • Use your website to demonstrate the great ways people are using or finding success with your products and services.

Here are other non-viral Internet opportunities to explore:

  • iPhone’s
  • Handheld PC’s
  • Blackberrys

And other well connected electronic devices

This wraps up the lesson on traditional and viral marketing. If you need help putting together any of the plans or successes in this lesson, try our FREE test drive to get all the help you need to put these plans into action.