What are you doing to get more leads? How are you growing your business? We all know that as time goes on, competition for leads grows more intense. To get ahead of the curve and stay ahead of the pack in this ever-changing world, it’s important to take proactive steps now to ensure we’re not left behind.
At the time of writing this blog, the world is in a state of flux. Parts of the world economy is falling apart, while others are finding ways to work around it.
As an International Business Coach, I work with business owners in various industries across the globe. Let’s face it; we are all in a storm!
HubSpot recently released an article about the top marketing challenges in 2021. These include; generating leads, hiring top talent; training your team and others.
John Lee, Head of Evangelism at Microsoft Advertising, believes that generating leads is a particularly big challenge for marketers in 2021. I can attest to that! The number one thing my clients want is to get more leads, then more sales!
Most organisations are now online; the question is how do you stand out from the sea of sameness?
The reason businesses are finding it hard to generate leads is because they don’t know who they serve. I don’t mean the blanket statement about “retail customers”. I mean, putting a name and demographic to the customer, understanding them on a human level.
This is the part where I tell my clients to create a customer persona. People buy from people, not organisations. It stands to reason that people would then rather buy from someone who seems to understand them.
Creating a Customer Persona is a way of understanding your customer, putting a face to the number. Customer Personas gives one insight into the individual, their hopes, dreams, frustrations, desires and goals. This is the foundation of your business. If you do this right, then you will be able to create products and services that are customer-driven, that meets their wants and needs or that solves a problem for them.
Once we fully understand who we serve, then we can generate highly engaging content. This understanding enables you to create memorable experiences along their journey that lead them to you. Your messaging becomes clear, you start to distinguish yourself from the crowd and you are no longer in the sea of sameness.
This brings me to the second thing that is necessary but highly undervalued – a Unique Selling Proposition. What makes you Unique? How are you different from your competitors? Once you know what that is, you must articulate it in simple language so that your ideal client can understand it and recognise that there may be a need.
If you can articulate what makes you unique you can move on to creating a compelling offer that your ideal customer cannot decline.
So what does all this mean for you? If your company is struggling to find a way to stand out from the competition, we can help. Our team of experts are ready and waiting to partner with you in creating compelling offers that will drive more sales. We’ve helped many companies successfully use neuroscience insights before – don’t be afraid! Let us know if we can give you some pointers on how to create an irresistible offer that customers won’t want to pass up.
If you want to Attract Inspire and Engage High-value clients, unlock your referral potential and re-ignite your passion for business, then I invite you to book a strategy call with me.
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People only remember the extraordinary, strange, wild, surprising and unusual. You need to make sure your ideas and marketing reflect these reactions. This doesn’t mean you have to have a product or service that is completely out of the norm, in fact, this could easily drive customers away. You need to have a product or service that is high quality and easily marketable, then you need to market it as extraordinary and new.
As you’re researching word of mouth, there are some questions you need to ask along the way:
What are the users willing to tell the non-users?
- Exactly how do your customers describe your product?
- What are the non-users willing to ask the users?
- What are the things they need to know but are unwilling to ask?
- What happens when these issues are raised?
- Exactly what do your prospects have to know in order to trigger purchase?
- Exactly how do your customers answer the objections, concerns, and qualms of your prospects?
- How do your customers persuade their friends to use your product?
- How do your customers suggest they initially get to know or try your product?
- What warnings, safeguards, tips, and suggestions do your customers suggest to your prospects?
- Are your sales messages, positioning, and important facts about your product getting through and surviving word of mouth?
- What messages do you need to inject into the marketplace in order to turn the tide in your favour and how will you deliver them?
There are two main reasons why word of mouth research is so important:
- To get the real impression and feedback from customers
- To define word of mouth itself and the concept it creates
There is a simple formula that can help you conduct your word of mouth research. It’s called the “2-2-2” model.
What this breaks down to is:
- 2 groups of customers
- 2 focus groups of prospects
- 2 mixed groups (enthusiasts & sceptics)
In these groups you need to ask the following questions:
- What would you tell a friend?
- How would you persuade a sceptic?
- What questions would you anticipate from a sceptic?
- How would you answer their objections?
The best way to conduct these groups is by teleconference. This ensures you’ll get a good variety of demographics for your customers and potential customers. It also allows people to feel safe and more able to express their true feelings. These teleconferences should not be conducted by you, but by an independent party to avoid adding pressure to the situation.
We’re going to transition a bit and talk about how to construct a word of mouth campaign. First, we’ll talk a look at the essential ingredients you need to put together a campaign. These ingredients are:
- A superior product
- A way of reaching key influencers in your marketplace
- A cadre of experts willing to bat for you
- A large number of enthusiastic consumers
- A way of reaching the right prospects
- One or more compelling stories that people will want to tell to illustrate your product’s superiority
- A way to substantiate, prove, or back up your claims and how the product will work in the real world
- A way for people to have direct, low-risk experience, a demo, sample, or free trial
- A way of reducing overall risk, an ironclad guarantee
Once you have those ingredients ready to use, you should consider the situations in which your company can benefit from strong word of mouth programs. Some of these situations are:
- When there are credibility problems
- When there are breakthroughs
- When there are marginal improvements
- Where the product has to be tried in large numbers or overtime
- Where there is a high risk in trying the product
- With older or mature products that have a news story that people tend to ignore
- With unfair competitive practices such as spreading rumours, or telling lies about your product
- When there are governmental or other restrictions on what you may say or claim directly
While most of the word of mouth tactics are positive for your word of mouth program, there are a few products to avoid using in this program. They are:
- Products where a seminar would not provide meaningful added value
- Products that can’t be tried and where there is no consensus among experts
- Products that are clearly inferior, without having a compensating superiority for similar products
- Products that are so personal or emotional that rational discussion is irrelevant to the decision
- Products where the decision value is so small (low price/low volume) the medium will not be cost-effective.
This wraps up this post on word of mouth research and how that research can be used when putting together your word of mouth campaign. If you need help with the research and a plan to use the results of that research, try our GUIDED TOUR to get all the help you need with our top-notch resources and tools.
If you want to explore ways of working with us book your free discovery session.
Today I’d like to discuss the science of memes and how spreading ideas around and through society is ingrained in humans.
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:
Think of evangelism. This is a 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:
- Unique Results
- The Unusual
- Helping Others
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:
- Roger Wilco
- AOL Instant Messenger
- MSN Instant Messenger
- “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:
- Handheld PC’s
- 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 GUIDED TOUR to get all the help you need to put these plans into action.
If you are ready to take the next step in your business book your exploration session today!
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 harassing word of mouth:
- Understand your customers’ values and priorities, this will help you understand why they would buy your products.
- Understand the different adopter types: innovators, early adopters, middle majority, late adopters, and laggards.
- Identify which decision stages are needed for your product to be adopted.
- 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).
- Put together the resources for the highest word of mouth impact.
- Create and implement your word-of-mouth campaign.
The Decision Maker Matrix is based on years of trial and error by George Silverman. It essentially charts 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 harass the power of WOM:
Experts can come in many forms and all their opinions should be taken into consideration when putting together a WOM campaign. Some experts to gather information from include:
- 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 the information you can look over later. Some events to use are:
- Speakers program
- Group selling
- Dinner meetings
- Peer selling groups
- Teleconferenced experts’ panels
- Trade show events/opportunities
“Canned” Word of Mouth
The concept of “canned” word of mouth is using hard and online products to get feedback and offer information at the same time. Some ideas for these are:
- World Wide Web
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:
- Referral Selling Program
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 feedback about them. Here are some of the “new” media options:
- Faxback services
- Web-based word of mouth, such as forums, e-mail, etc.
- Call centers
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
- 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 the 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 GUIDED TOUR to access our exclusive resources that can help you put this whole thing together.
Last time we talked about the second part of word of mouth tactics which help you put together a system to help shorten the purchasing decision time of your customers which can increase your profits immensely.
Today we’re going to talk about the nine levels of word of mouth which gives you a tool to measure the word of mouth circulating around your company, products and services. You can then see where you are getting negative or weak word of mouth and find ways to correct it.
So, launching into the nine levels of word of mouth-it should seem relatively obvious that the negative levels are, well, negative and the positive levels are positive.
This is the worst of the worst and means your product is creating a scandal. Remember, when the popular over-the-counter pain relievers, like Tylenol, were deemed unsafe? Yea, you won’t want that kind of word of mouth.
Disgruntled customers are going out of their way to convince other consumers from purchasing your products and services. They are boycotting you.
While, not outwardly boycotting, when customers are asked about you they will give a negative response.
At this level, people are mildly dissatisfied and while not outwardly talking about it, they will have an opinion if asked. Now they may purchase from you despite their negative feelings, this can be a little confusing.
This is sort of a neutral place to be. Customers are using your products, but don’t really talk about it. People rarely ask them about it, so they aren’t sharing their opinion with others. This can be a bit of a slippery slope, because you don’t want to turn that neutral experience into a negative one. In fact, you should work to make it a positive one.
At this level we are finally starting to work our way into the positive word of mouth about you company, products and services. Plus 1 signifies that people are generally pleased with your products, but unless asked, don’t really say anything about them.
When asked, your customers will talk about how much they love your products.
Customers will go out of their way to talk about your products, services, company and their shopping experience with you. This is most evident when you see how people recommend movies to their friends and family.
Your product is the toast of the town. There is an obvious buzz going around and your business is the place to be. People are not only talking about your great products and services, but they are talking about their shopping experience, your customer service and how they perceive the company to help them in the future.
Some great examples of Plus 4 companies are:
- Harley Davidson
- Saturn Cars
- Apple Computers
- Celestial Teas
We’re going to leave this lesson for you to mull over and take a look at what kind of word of mouth you are generating. If you need help with this process, try our GUIDED TOUR to get help from our experienced business coaches.
Next time we’re going to talk about the 30 ways to harness the power of word of mouth.