Imagine a time when you shared a fantastic deal or an exceptional experience with a loved one. Remember how good it felt when they thanked you for introducing them to that company? You owe it to your customers to provide them with the same opportunity regarding your products or services. Understanding the power of referrals is crucial, not only for your benefit but also for the benefit of those giving and receiving them.
Referrals serve three significant purposes:
The key to gaining referrals from satisfied customers is straightforward: keep them thrilled about doing business with you.
As I've often said, "Treat your customers or clients like dear and valued friends." Why is this important? There are many reasons, but for this context, it's because "friends tend to do business with friends."
For instance, if someone needed life insurance, I would refer them to my friend Chris at New York Life. If someone needed a substantial loan for a startup or expansion, I'd refer them to my friend Judy at Chandler Financial. If someone needed printing services, I'd refer them to my friend Lynn.
Friends do business with friends. The more enjoyable the experience they have with you, the more they trust you, and the more they feel they've received more benefit from you than anywhere else, the more robust your referral system becomes.
If you're unsure whether your product or service has delighted your customers as much as you'd like, don't worry. Start now and ask yourself some questions to create a valuable experience for everyone who ever inquires about or does business with you.
Remember, "it's all about them. It's never about you."
One of the greatest forms of confirmation you can give to a customer or client is the opportunity for them to extend the same benefit or advantage to someone important in their life.
As Walt Disney once said, "Do what you do so well people can't resist talking about you." Do yourself and your customers a favor: offer them the best product or service you possibly can, treat them with respect, like a dear and valued friend, and give them the opportunity to promote your business for you.
Grasping the Fundamentals of Effective Advertising
The Los Angeles Times, a Pulitzer Prize-winning newspaper, is delivered to my doorstep daily. However, my interest lies not in the articles, but in the advertisements. I believe there is a wealth of knowledge to be gained from them. Unfortunately, over 90% of the ads in the LA Times are poorly executed. They are either ego-driven, lack a compelling headline or call to action, fail to address the buyer's needs, or attempt to be clever without success. As a copywriter, I firmly believe that the primary objective of advertising is to sell a product or service. This article aims to provide a deeper understanding of the fundamental principles of effective advertising.
Meeting the Needs and Wants of Your Potential Customers
The secret to a successful marketing campaign lies in understanding how your product or service can meet the needs of your potential customers. This may seem like a basic concept, but it is often overlooked by many business owners. Until you understand what your customers need and how you can meet those needs, you cannot plan an effective campaign.
Shifting the Focus: It's About YOU, Not Us
The first paragraph of an article is often the most important, as it sets the tone and grabs the reader's attention. In this case, we're discussing a common marketing blunder that's all too prevalent: the overuse of self-referential language. Whether it's in newspapers, online, or in company brochures, the word 'YOU' is often conspicuously absent. This self-obsession can be off-putting to potential customers, who are more interested in how a product or service can benefit them, rather than the company's achievements or credentials.
