Previously, I discussed a specific type of word-of-mouth advertising that I call “testimonial marketing” and I gave you specific examples of how entrepreneurs use if effectively. Now I want to talk to you about the application of this strategy.
Number one geographic target marketing and number two customer category target marketing. Let’s use a print shop as an example of both types of testimonial marketing.
A print shop happens to have two architect firms as loyal regular, satisfied customers. Here would be the astute extension marketing strategy; prepare a mailing to all the other architect firms in the area showing and telling that we have these architects as satisfied customers.
The mailing might include pictures of those architects. Comments from them and a list of the types of work being done for them. That would be target marketing by customer type. One architect leads to another. Sales trainer, Joel Beck, teaches sales people about this process and about referrals with this analogy. How do ducks go to water? One behind the other.
Now let’s say our print shop also has several loyal, regular, satisfied customers with stores and offices in the same complex, say the 5th Street Center. An astute marketing strategy would be to contact all the other tenants of the 5th Street Center and show and tell about the satisfied customers that we have there. Your prospective customers and clients can best judge you and can be motivated to judge you by the customers you already have.
Most businesses use this third party influence factor far less and far less effectively than they could and should. I urge you to constantly look for ways that you can utilize the influence of your present customers to attract additional customers.
An extension of this to personal selling, by the way, is that stories sell, facts only tell. If you’re involved in person to person or group selling situations you’ll improve your closing effectiveness by telling more third-party stories.
Which is more effective: my telling you that 97,483 businesses have purchased my Magnetic Marketing System, which is a fact, or telling you a true story about Bob Smith in Boston who was in the same business as you are who bought the System and doubled his business in 90 days by implementing four of the strategies I teach in my Magnetic Marketing System ?
Most people will be moved more by the story than the fact. Stories sell, facts tell. This is just one more argument, incidentally, in favor of valuing your customer and staying close to the customer. By knowing your customers you gain stories and testimonials that are useful in selling successfully to others.
Stimulating word-of-mouth advertising, stimulating referrals and using testimonials effectively are exciting and effective marketing strategies. In most cases, you have opportunities to use these strategies with very small costs compared to most other marketing methods.
I personally know of many businesses in many different fields that have affected dynamic, dramatic increases in sales using these strategies. One of the big dangers in attracting new business is spending so much in the pursuit that you win the game and still lose money.
What I call lazy passive advertising and marketing like running billboards and running ads is expensive. It’s important to balance the necessary but expensive advertising you do with much lower cost, active marketing using these strategies.
There is even one more virtue to attracting new business from referrals and the use of testimonials. The referred customer is most likely to become a source of more referrals. He got there as a result of a referral so he’s already been conditioned to refer. The client who’s motivated to do business with you as a result of others testimonials is most likely to give you a testimonial letter or comment you can use. The more you use these strategies the more profitable your business will be.
PS: Discover how to remove obstacles and hurdles standing in your way. Important because – eliminating obstacles standing between money and you can be more powerful than adding any new strategies, products, or work. Reserve Your Spot for the SuperConference 2019 at www.SuperConference19.com today!