Wednesday, January 10th, 2009
Natural Advantages of Small Business in a Down Market
Join me live with Seth Godin - Mon, Jan 12th, Noon CST as we discuss the Natural Advantages of Small Business in a Down Market.
Much is made of the bad times, we think these just might be some good time too. We will also talk about some things every small business should be doing right now to take advantage of those advantages. Enroll here
Seth Godin is a bestselling author, entrepreneur and agent of change. Godin is author of ten books that have been bestsellers around the world. His most recent titles include The Dip and Meatball Sundae and most recently Tribes. We will cover a wide variety of marketing related subjects. Make sure you check out Seth’s blog
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Two Great Software Titles, One Great Price
As you may know I have partnered with Palo Alto Software to produce a marketing planning software based on my Duct Tape Marketing System and book. The software is very practical and functions more like an action planning tool than a document creation tool. It is called Marketing Plan Pro powered by Duct Tape Marketing and early reviews have all been very positive.
I’m also a fan of ACT CRM software from Sage. There are lots of choices in this category these days but ACT!2009 is still one of my favorites for small businesses.
So, have I got a deal for you! Palo Alto has bundled these two great titles and is offering the bundle at $150 off the price to acquire the two separately.
Sorry for the overtly commercial message here, but I just had to share this with you.
Buy Marketing Plan Pro and ACT!2009 for $150 off
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Ramp Up Testimonials in 2009
Gathering and utilizing authentic customer testimonials is a great way to a) get closer to your customers and b) offer proof that your company delivers. People can be very motivated by the comments of their peers.
I often find that while most business owners understand the power of testimonials, they don’t always know the best way to acquire them.
So, here’s an idea that I think works on a number of levels. (I actually got this from a participant in a workshop I did for Apple Specialists attending Macworld.)
Why not create an event around gathering testimonials. Invite your best customers for a networking social happy hour. Promote the event as a chance to network, swap stories and star in the creation of new marketing materials for your company. Give it a Hollywood theme. (This probably isn’t something you would do large scale, this is for those customers that are advocates already.)
Hire a videographer and photographer and then throughout the course of the evening, let your customers cycle through the video seat to tell their story of success with your firm. Most people enjoy being on camera once they do it and the whole group will be entertained by the event and feed off of each other’s energy. (This is something you should be doing anyway so why not do it all at one time.)
Yes, this is a bit of a self-serving event on the surface, so I do believe you need to be very selective about invitees and keep it very light and fun - participation in the testimonial part is completely voluntary. But, I think you will find that your customers think this is great too. (Wine helps)
Another way to motivate your customers to participate is to offer to allow them to also create a quick video overview of their company while at the event that they can use in their own marketing efforts.
Once you capture the video, audio and still photos from the event, you’ve got a testimonial and success story library that could infuse your marketing materials, broadcast and print ads for years. And, you’ve created a customer loyalty and community building event that just may become next year’s hottest party to crash!
The Testimonial Writing Machine
Almost every small business marketer knows that they should gather testimonials to use in their marketing materials.
The problem though is that getting your clients, the ones who know your greatness, to sit down with a blank sheet of paper and crank out a glowing testimonial can be a bit of a chore. It isn’t that they don’t want to do it, it’s just that there are other priorities calling to them as well.
I accidentally stumbled on a way to get clients to systematically write testimonials. And, I found that this method actually produced far better, results oriented, copy than anything I had done in the past.
Here’s the system.
Occasionally, when you are presenting your wares to a prospect, include a page that simply lists four or five references for contact instead of your traditional glowing testimonial page. Urge your prospect to contact each for more information on how you or your product performs. (I’ve even gone as far as writing a list of suggested questions they might ask the reference - it helps them focus on benefits) In some cases your prospect may request this anyway.
What I have found is that when your current client is contacted for information (often by email these days) they will generally and immediately feel compelled to put in writing what amounts to a well-written testimonial. The key here is that, when approached by another business, they will write as they are speaking to a prospect. The copy will almost always be over the top selling you and in the perfect voice for you to re-use as a testimonial. (When a client writes a testimonial in the traditional way they often write is as though they are speaking to you. Many times this doesn’t have the same marketing pop to it.)
Now here is where the fun part comes in. What I have also found is that quite often your existing clients will copy you on the communication they sent to the prospect. Bingo, instant testimonial, written exactly as you need it for your marketing materials.
Actually, using this strategy can be even stronger than just printing written testimonials as it involves your current clients in the active process of marketing and has the tendency to resell them on their decision to do business with you as well.
The only caution is that you spread the love around to as many of your clients as you can so that no one group of clients becomes burdened in the process.
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John Jantsch is a veteran marketing coach, award winning blogger and author of Duct Tape Marketing: The World's Most Practical Small Business Marketing Guide.
He is the creator of the Duct Tape Marketing small business marketing system. You can find more information by visiting http://www.ducttapemarketing.com
You may reprint this article in its entirety if you attribute the article to John Jantsch and include the information about the author above.
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Free Social Media for Business ebook
You know I'm a big fan of the use of social media for marketing a small business. Having said that, I'm really a fan of social media done right for small business. That means that some of the tools won’t be right for you, the ways others use some of the tools won’t be right for you, but the power contained in the new way people expect to communicate - and therefore you must learn to communicate - is something that every small business must come to understand.
Standing out and marketing a business takes work, but many of the social media tools make that work much easier and, for the small business that gets that, creates a tremendous competitive advantage. In my ongoing effort to help small businesses understand, prioritize and use social media tools, I teamed with Microsoft Office Live Small Business on a new very practical e-book called Let’s Talk: Social Media for Small Businesses. It is available for download for FREE.
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Talent Is Overrated: What Really Separates World-Class Performers from Everybody Else
by Geoff Colvin
What started as a quest to understand what makes one person and another not so much, let to one of the most thought provoking articles ever published in Fortune.
Colvin expands the idea and includes examples and scientific data to support his conclusion that how you do what you do is more important than talent and anyone can learn how to do it - thank goodness!
This is an inspirational read. More on the book here . . .
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Jackson Browne - Time the Conqueror
I got to see Jackson Browne perform this entire album live recently and I know that warps your perspective, but I think this is his best album in 20 years.
It's full of politics that will make some squirm, but musically it's great.
More on it here . . .
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