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Make Your Content PREsell! 10) Media Professionals Build and maintain a list of editors and writers who have an audience who could benefit from your service. Can you provide expert information on a hot topic? Have you spotted a new trend in your market? Do you have a compelling story idea? Be a valuable resource to the media, and they will let their audience know about you in return. 11) Discussion Forums Online discussion forums are excellent tools for generating referrals. Why? Because networking and exchanging information with people are standard operating procedures on the Internet. Participate in a few discussion forums where prospects congregate. Give away helpful information, network, become a trusted advisor… and you ll experience an increase in referrals and business. You can find these groups at http://groups.yahoo.com/, http://www.topica.com/, and with Search Engines such as http://www.google.com/. Don t forget to use your sig file as your online business card. 12) Complementary Companies Companies that sell complementary and non-competitive products/services can be a gold mine of referrals. For example… A start-up consulting firm who creates graphical sales information systems for corporate executives was looking for a way to reduce the high marketing costs needed to educate their target market and convert companies to clients. They found that one way to identify prospects was by the software they buy — in this case, executive automation software. After they identified these companies, they needed a way to get their foot in the door to sell their complementary systems. Bingo! The consulting firm offers to do employee training workshops about the automation software for a reduced fee. This gives the firm the golden opportunity to PREsell their own service and product at the same time. Action Steps (for Strategic Partnerships) 1) Identify complementary companies who sell to your target market. 2) Find ways you can partner with them and receive referrals of qualified, open- minded prospects. The second marketing system… Ask For Referrals At The Point Of Purchase In Return For A Discount (button) (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (button) 303
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Make Your Content PREsell! 5) Members of Associations, and Special Interest Groups The associations that you belong to such as your local chamber of commerce, church, clubs, groups, and athletic teams are great places to find business contacts because these people know you and usually share similar views as you. 6) Family, Friends, and Neighbors Your family members, friends, and neighbors can be an excellent source of referrals and all (well, maybe most of them) want you to succeed. Be sure to ask them for referrals as well. 7) Current Prospects Even though they are not your clients (yet), your current prospects can and will refer companies and people who can use your service. Asking your current prospects for referrals should be routine. Educate your prospects that you care about doing your best for them — and all referrals they send your way. While you are asking them for referrals, offer them a discount on your service for doing so. This may be the factor that closes the deal and makes them your new clients. Unconverted Leads Never give up on an unconverted prospect. Just because they decided to take their business elsewhere does not mean you should write them off. When they compared your service to your competition s, they decided yours was not exactly what they needed. This does not mean they do not see value in your service. They may know other people who need it. Help your unconverted prospects realize that you will offer them value even though they did not hire you. Offer incentives such as finder s fees and prizes for referrals. 9) Competitors This may seem impossible at first, but it has the potential to be a very lucrative source of new business. Consider your competitors as possible allies instead of adversaries. Why? Because your competitors are spending enormous amounts of money on marketing techniques to acquire leads. A sizable percentage of these leads will not convert. These people raised their hands for a reason — however, your competitors did not have exactly what they needed. Why would other Service Sellers waste this potential revenue source when they can refer these visitors to you (for a 10% - 25% finder s fee, of course)? You should be ready to reciprocate the offer to them — for a fee, naturally. (button) (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (button) 302
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Make Your Content PREsell! A strong base of customers Customers who trust her New customers And these customers have a high lifetime value if you treat them with superior service. So treat your partner well. Don t squeeze on the commission you pay. Be generous. Where do you find your endorsement partners? Below are some sources of referrals. As you review them, do not limit yourself by only focusing on the men and women who fit into each category. Brainstorm to discover those who may be associated with these people in various ways. Contact potential partnerships and set up a mutally satisfying agreement that will compel them (monetarily, or otherwise) to send you referrals of PREsold prospects… 1) Clients Your past and present clients are a gold mine of potential referrals just waiting to be tapped. Your clients know about your business, know your product, and if you have offered them excellent value, many of them will be your biggest fans. They would be more than willing to refer their contacts to you if asked in the correct way… or paid them to refer! 2) Colleagues Your colleagues are the center of an expanding network of contacts who may be looking for your service. Who do they know personally and professionally that they can refer to you? 3) Industry Influencers and Leaders Every industry has respected leaders who wield an enormous amount of influence. Who are they for your industry? Do they know about you and your unique niche in the industry? Do they know about your service? Have you let them try it and received feedback about it? These people are an invaluable resource and others turn to them when looking for businesses they can trust. Get to know these people and build relationships with them. They can be your best source of referrals… and publicity. 4) Suppliers/Vendors Your current and former suppliers/vendors are an excellent source of referrals for a multitude of reasons. For one, they already know you and your business. They know how you work and who may benefit the most from your product. Conveniently, your vendors are also in the ideal position to connect two of their customers in a mutually beneficial business affiliation. The vendor also benefits by doing this because when their customers prosper, they prosper as well. (button) (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (button) 301
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Make Your Content PREsell! 50% of the people who responded to the newspaper ad bought at least $50 worth of skin care products and services. Referral marketing quickly jump started Jennifer s business by creating a buzz about her service. There are four key referral marketing strategies at your disposal. Choose the best fit for you and your service…. Strategic Partnerships Strategic partnerships are a powerful way to build a team of offline affiliates that supply you with PREsold referrals who want your service. Here is the process… A) Find a non-competing business that already sells to your target audience in big numbers. B) Contact the owner and explain that you have a service that you believe her audience would appreciate. Give a free trial of your service (if applicable) so that she can see for herself the quality of your business. If the merchant likes it, you offer to pay her a commission for marketing it to her target group. Key points… 1) She must sincerely like your service. 2) She must reach a large number of people who fall into your target market. 3) She must have an outstanding rapport with her customers — she is in frequent contact (and provides high-value content on her site and newsletter, if she has them). Her customers must love her and trust her. People far prefer to follow a recommendation from people they know and trust, than from strangers. 4) If #3 is true, then she is ten times more believable than you are. Instead of you placing a classified ad (low credibility), she writes a glowing article about your service, and either sends a letter to her customers, or posts it on her Web site and/or newsletter. You cannot buy this kind of credibility. 5) Her article should be a good sales letter, softened to fit the relationship between her and her audience… Benefits, benefits, benefits A strong testimonial from her, and others A rock-solid guarantee A special offer to her customers that you don t offer 6) Your new partner brings much to the table… (button) (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (button) 300
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Make Your Content PREsell! Promise — Promise that you will be professional and treat all referrals with respect. She can trust you not to tarnish her reputation. Assure her that even if her referrals do not hire you, you will add value anyway by sharing your knowledge about what they should be looking for, and what to avoid, in their service search. Offer a gift of appreciation — Say thank you with freebies, discounts, gift certificates, etc. to people who introduce you to others. Show concretely that you recognize their time and effort. Keep the connection — Check in every once in awhile to see how your supporters are doing. Develop a genuine relationship that is based on mutual interest. Send them articles, tips, and information that they can use for their business and/or hobbies. Report — Take the time to give a progress report to your helpers. They are probably curious about what happened. They may also try to seal the deal for you behind-thescene. Bottom line? Be assertive and proactive. Once you build a trust relationship with someone, don t be shy. Ask for referrals. Try to use creative outside the box thinking like these two smart Service Sellers below… Example #1 — Once a month, Jack Smith, who owns a landscaping company, mails out monthly bills to his 300 clients. Each envelope includes a business reply card with a few short survey questions written on it. The survey asks various customer satisfaction questions and it provides a space to write down a friend, family member, or neighbor who needs a reliable and conscientious landscaping service. Result? For the minimal extra cost of printing business reply cards, Jack receives 1 or 2 leads per month. Most of the leads convert into new clients, each one worth more than $3000 in extra revenue per year. A great ROI just for printing up some cards, wouldn t you agree? Example #2 –Jennifer Hunt, an esthetician, decided to leave the employee ranks and become the boss of her own business. She placed ads in her local newspaper that said… Free Facials, Limited Number. The ad brought into her new shop a large number of women (and some men) who couldn t resist getting a free facial. A sizable percentage of these freebie seekers bought the Create a Memorable Face Program which included 6 facials at a 33% reduced price. Four referral cards offering the Free Facial gift were included with each program package that was sold. The name of the client was written on the back of each referral card and she (or he) was encouraged to give them away to their friends and family. When someone redeemed their card AND then purchased the special 6-facial program, the person who referred the person received a credit for a free facial. A great incentive to get the word about Jennifer out on the street! Results? (button) (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (button) 299
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Make Your Content PREsell! A steady stream of referrals does not just happen — magically, out of thin air. But that s not to say that referral marketing is complicated –the process is simple and very do-able. Amazingly, few companies realize the upside potential. Perhaps that s because very few understand how referral marketing really works. Generating referrals does not mean walking up to personal contacts, present clients or other non-competing service sellers and asking … Do you have anyone to recommend to me? OR… Know someone that could use my service? This approach is not effective. Some people may consider it impolite and intrusive. As well, the questions are too general in nature. They give no indication of your ideal target group (i.e., those potential clients who need or want your service). Instead, set the stage for referrals first… Be passionate — Show your excitement about what you do. Work will feel like play. As well, enthusiasm and energy are contagious to the people around you. If you are not excited about what you do, find something that does excite you. Provide excellent service — it s a do-or-die essential for the survival of your business. Be honest with yourself. If your service is not up to par, improve it before moving on to the next steps. Build a Web site that PREsells effectively –If you are generating referrals to your Web site, you must have a site that is benefit-focused and inspires trust - enough trust for visitors to make that phone call or send an e-mail to you. Evaluate your site objectively. If it doesn t meet that requirement, go no further until it does. Position your business as being different from your competitors –What specifically do you do better than your competition? Are your prices better? Do you offer better service? Do you have an unconditional guarantee? (Remember our earlier discussion on creating and using a USP?) Become people -oriented. You can learn amazing things from other people, if you are open and approachable. If you show an interest in them, they will respond with an interest in you. Now it s on to more specific details about your relationship with buzz-creators (i.e., those people who will actively refer or recruit people for your service)… Educate — Highlight clearly, and in relevant terms, the benefits of your service. Answer the what s-in-it-for- me question in your listener s mind. Show it by your words and actions that she owes it to her family, friends and associates to refer them to you instead of your competition because you offer a better and more valuable service. (button) (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (button) 298
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Make Your Content PREsell! The Anatomy of Buzz : How to Create Word-Of-Mouth Marketing by Emanuel Rosen Doubleday ISBN: 0385496672 The next sub-section is about another buzz option for Service Sellers. If that s not your category, please feel free to jump ahead. 9.4.1. Referral Marketing for Service Sellers If you want to leverage your profits, as well as reduce the frustration of money and time wasted on not-so-profitable marketing techniques (such as cold calling or banner ads), then referral marketing is worth considering as a buzz strategy. Referral marketing sets into motion a… … this-is-the-person-you-should-get-to-do-the-job-visit-his-site type of buzz… … that creates a steady stream of prospects and clients to your Web doorstep. Referral-generated visitors tend to readily follow leads or recommendations made by people they know and trust. In their minds, a good chunk of the screening process has already been done for them. If their relatives, friends, neighbors, colleagues or anyone else that they highly respect likes you, then you must be suitable and trust-worthy. As a result, most will arrive at your site less guarded, sporting a more open-to-hire attitude than a non-referred visitor who finds you by her own means. It goes without saying that the quickest and easiest marketing method you can use to dramatically increase your company s bottom line is to attract targeted prospects who are already PREsold on you and your services. Referral-generated clients are a cost-efficient, profitable, and loyal source of new business. They also tend to contact you quicker, negotiate less, be repeat clients, and refer more business to you. Let s see how your business can take advantage of this profitable opportunity… (button) (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (button) 297
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Make Your Content PREsell! … blow them away! You want them to tell their friends, to put a link on their site to yours, to return to the discussion forum and talk about your site. And how do you make that happen? Re-read the above three circumstances. Want an example? Let s say that you have a wonderful theme-based site about succulent plants (i.e., cactus, euphorbias, etc.). You have a terrific page about all the tricks you have developed for propagating them… You start posting in the cactus growers forum and in the euphorbia collectors discussion group… good posts with excellent content. You don t sell… you let your content PREsell (sound familiar?). You let your sig file do the talking, providing a link to your site. Aficionados visit your site. Do you think they won t tell friends, or forums, or cactus associations, about this terrific info? Think they might add a link to your site? Sure they will. And those links to your site will even help your Search Engine ratings. And when more TARGETED visitors find your site through the engines (we ll cover this soon), you ll get even more word of mouth. Call all this… Just one more huge benefit of OVERdelivering! And in-depth overview of word-of-mouth marketing is beyond the scope of this Action Guide –OK, OK… … I ll admit it –I don t know everything about everything. But I do know a great book about it… If you think you have a site (or product) that could really benefit from word of mouth, here s the best book on this subject… (button) (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (button) 296
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Make Your Content PREsell! and, of course, your sig file! You can effectively seed word-of-mouth buzz one other way… Deliver absolutely exemplary service to your clients. Nothing increases the buzz to a deafening roar faster than OVERdelivering on your promises. Clients love and appreciate it when they receive more than they expected. Make your client s day… every day! If your site s content is just so-so, though… These techniques will not deliver both big AND sustained results. For example… Writing articles or buying ads in e-zines will bring you a 1-2 day pulse of traffic (that is, if you choose well and write an effective ad or article). But then traffic falls right back down… unless your content is superb! Same reality for posts in forums, mailing lists etc. Make a great post in a tightly targeted discussion group, and some people will visit your URL. After that, the content must wow them. Sure, using a sig file is something you should do. It s free, and it s sustained. At best, though, you send 40 or so e-mails per day, mostly to people who know you. Not much super traffic-building potential there. Depending on your circumstances, however, some or all of the above techniques could be fairly effective in seeding word of mouth buzz… Circumstance 1) The nichier your site, and the tighter the list or e-zine is connected to that niche, the better. Circumstance 2) Your site should have over 50 pages. There must be substance. Circumstance 3) Your content should be outstanding, of excellent value to TARGETED visitors. If all three circumstances are present, making a post or writing an article could be higher yield than a brief one-day spike. Here s what should happen… If someone reads your post and visits your site, your content must… (button) (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (button) 295
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Make Your Content PREsell! There s a simple way to get word of mouth … deliver great content. Then seed word of mouth buzz. That s it. That s all. But one big warning… Average content = near-zero word of mouth. After all, do you get excited by average ??? There are many good techniques to seed word of mouth buzz… writing articles for e-zines buying ad space if the fit with the newsletter is great and the ad is sharp. Choose newsletters that seem to offer the best cost when measured against… i) how closely the audience matches your market ii) how good the e-zine is — does it have a high content-to-ad ratio, or is it full of ads? Is the content sharp and original? iii) how respected the e-zine publisher is — people will perceive ads in highly respected e-zines more favorably. The more credibility they feel, the more credibility you have! And TRUST is crucial in the service industry. When you are preparing your ad… Make the layout easy and appealing to read. Break the lines at places that make the eye flow. The headline must attract, not repel. Be classy — no exclamation points!!!!!!!!!! Create urgency — the reader must respond now, because the next step for that newsletter is the delete button. Offer something free (from your Web site). A subscription to your newsletter is a great way to entice a visit and to build your in-house audience. Keep it 65 characters wide. Remember that your MWR is to get the reader to your Web site. making posts in forums, discussion groups, mailing lists, newsgroups (depending on your niche and situation, these can be fairly effective… or totally useless) link exchanging (button) (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (button) 294
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