Can You Say "Thank You"?

Is "thank you" a lost phrase?

Has this happened to you recently? You were passing through the door of a public building and in a gesture of kindness you held the door for the next person behind you. And that person marched through without saying “Thank You”? Not only did they not say anything but you didn’t even receive a smile, a nod or acknowledgement of any kind. In fact they acted as if they were entitled to your servitude. If you felt annoyed you would be normal.

We want to be appreciated – especially when we go out of our way to show kindness to someone else. Often all it takes is a simple “thank you”. A “thank you” costs nothing yet it is given so seldom in earnest.

The best thing that you can do to improve your customer service is to say “thank you” to your clients. The cost is nothing. The return is huge. Consider that everyone wants to be acknowledged. Everyone wants to feel good about themselves. Saying thank you is the simplest way to do that. Yet many customer service people do not say thank you.

It seems strange yet many customer service people seem to expect to be thanked for doing their job – even when they snarl at you. They give you back your change and expect a thank you. Hey, that was my money that I gave you.

They seemed to miss the fact that the customer should be thanked for visiting their shop and spending money.

I believe that this is the result of entitlement mentality and poor customer service training.

The first might be the result of over indulgent parents and the second the fault of untrained retail managers.

It seems that rotten customer service has trained customers to expect lousy service and be overly polite to the servers.

What’s wrong with this scenario?

I’m all for treating people with respect. I believe that I do. And I expect to be treated as a valued customer when I’m spending my money.

How does your staff react when a customer walks in the door?

1. Damn! Another annoying customer.

2. Wonderful! Welcome to our shop, and thank you for your business.

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

Robin States with Conquest Financial Services

Does email marketing still work?

Yes. But we need to be much smarter then we were five years ago. You need to capture attention with real benefits. You need to avoid the perception of SPAM.

Here's an email from Conquest Financial that fails on several points. You might learn from the mistakes of Robin States with Conquest Financial Services.

I've received at least six copies of this message from Robin States. It's so bad that naturally I ignored the first few messages. I requested removal from Mr States list at least twice. So now I'm annoyed at receiving this SPAM from Conquest Financial.

So let's see what we can learn from this bad email.

First mistake. The email was marked, "High Priority". To me, only life and death issues are high priority. I have never marked an email "High Priority" because nothing in business is "high priority". So my first reaction is annoyance.

Second, the subject line was not bad. 

"Important Merchant Account Information - Reduce Your Rates!"

A better line would have been "How to Reduce Your Merchant Account rates"

Next, the greeting and opening line.

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Hello,

Robin States here, with Conquest Financial Services.  Keeping this email brief I would like to introduce our services.

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It starts with Hello - but not my name. Clearly it's not addressed to me. Looks like SPAM already. Read the next two sentences. Nothing of value there. I don't know Robin States or Conquest Financial so neither of those names mean anything to me. The next sentence is total crap and wasted words. If you wanted to keep it brief then don't waste my time by telling me that.

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At Conquest Financial Services, our mission is to provide our customers with the most innovative and diverse suite of payment processing solutions that will fuel the success of their business while developing a long-standing relationship through outstanding customer service and support. 

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What does that mean?

It's gobbly goop. No benefits offered there.

These words are meaningless: our mission, most innovative, diverse suite, fuel the success, outstanding customer service and support...

Further down, Mr States ask for referrals. Here is my referral. Don't do business with Robin States or Conquest Financial Services because they SPAM and lie.

Naturally like any referral that is based on my opinion of my limited experience with this company.

And way at the bottom is the offer to "unsubscribe". My experience is that that is a lie.

This SPAM email from Robin States with Conquest Financial offers good example of what not to do in your email marketing.

See the full email below.

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Hello,

Robin States here, with Conquest Financial Services.  Keeping this email brief I would like to introduce our services.

At Conquest Financial Services, our mission is to provide our customers with the most innovative and diverse suite of payment processing solutions that will fuel the success of their business while developing a long-standing relationship through outstanding customer service and support.

Conquest Financial Services has mandated to enable its clients to process all major card brands including Visa, MasterCard, American Express, Diners Club, JCB and Interac Direct Payment in Canada AT THE LOWEST POSSIBLE RATES.

WE WILL BEAT YOUR CURRENT RATES GUARANTEED!

I SERVICE ALL OF CANADA!

Conquest Financial Services offers comprehensive payment solutions specially tailored to your business.

• Full line of the most Advanced smart card enabled POS equipment 
• Flexible low-cost transaction processing
• Merchant Cash Advances
• Outstanding 24/7/365 Customer Service and Technical Support

If you are interested in saving on your merchant services cost, and would like to put more of your hard earned revenue back into your business, please contact me to discuss your options further, and to arrange for an analysis on your current merchant situation.  I will show you how you can save $$$ by switching to Conquest Financial Services as your merchant services provider.

*** Also, Conquest Financial Services provides Working Capital Loans to Small & Medium Businesses for whatever your business needs require.  Please contact me for more information regarding working capital loans.

If you are not interested in our services, but know of someone who would be, please forward on my contact information or this email communication and I will get them into the best possible processing situation.  Referrals are greatly appreciated.

Thank you for your time, and I look forward to speaking with you soon,

Rob States

Regional Accounts Manager 

Conquest Financial Services | 326 Adelaide St W. Suite 400 | Toronto ON M5V 1R3

Tel: 1.877.505.9383 ext. 161 | Fax: 1.866.209.9359 | E-Mail : rstates@conquest-financial.com

P Please consider your environmental responsibility before printing this e-mail 

This message contains information which may be confidential and privileged.  Unless you are the intended recipient (or authorized to receive this message for the intended recipient), you may not use, copy, disseminate or disclose to anyone the message or any information contained in the message.  If you have received the message in error, please advise the sender by reply e-mail, and delete the message.  Thank you.

***If you wish to be removed from our mailing list, please reply to Unsubscribe with the subject "Remove" in the email header. We will gladly remove you and your information from the mailing list within 24 hours.***

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

What's in a Name?

Does a name determine value?

Maybe. Names plant images or emotional value in our minds. Product names seem to influence value. Consider these examples.

Wine
If you are selling wine then consider the study by Brock University as reported in the Globe and Mail.


“Names that seem unique or harder to understand or wrap your mind around are that way because they’re rare,” said Antonia Mantonakis, the Brock associate professor of marketing who led the study. “Things that are rare are more valuable.”

Apparently wine appears more valuable when it seems to be unattainable.

This study demonstrated that a difficult-to-pronounce name like Tselepou was perceived as more valuable than Titakis, which was perceived as more valuable than a simple common name. Wine drinkers want to be mysterious. Read the rest of this report at the Globe and Mail

Investment
The same article in the Globe and Mail mentioned:


"In one subsequently famous case, Harley-Davidson shares shot up 16 per cent in the weeks after it changed its ticker from HDI to HOG, the biker-slang term for its motorcycles."

When it comes to investments simple names are better. Investors want to be reassured - not confused.


Dating
Imagine if you are a guy looking to meet a woman on an online dating site, how likely are you to contact a Gertrude, Bertha or Gretchen? Would Melanie, Tiffany or Jennifer sound more attractive?

Imagine that you are a woman hoping to meet the guy of your dreams. Your friend offers to introduce you to   Igor, Rudolph and Herbert. Would you prefer Brad, Stephan or Trevor?

Naturally the attractive people names will be influenced by your age and culture.


I suggest that when you are naming your company or product think about what sounds attractive to your best prospects. They are the ones who need to give you money. Buyers won't care about the name of your grandmother, your hero or your pet.

Should the name sound exotic, simple, foreign, common, reassuring, provocative or suggestive?



George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing
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Power Marketing Tip 49: 3 Simple Tests for Your Graphic Design

3 Simple Tests for Your Graphic Design

Are you losing money because of starving-artists design?

I've noticed a lot of bad design of marketing material lately. I've also seen some fabulous graphic design. You might want to protect yourself from the design demons. It's so easy for budding entrepreneurs to use a design program without understanding or applying marketing design principles.

Good marketing design is art based on scientific principles. The art, I'm not so good at. I'm a stick figure artist at best. But I do understand the principles of effective design. If you're hiring graphic designers to creative marketing materials you don't need to be an artist but you need to understand the fundamentals.

Apply this 3 part test to your visual marketing materials. That might include your website, postcard, poster, sign, flyer, business card...

Attention

Whose attention do you want to catch? You can catch attention with a visual or with words. In either case it will likely be a benefit that your best prospects desire or a pain that they hope to banish. Design your marketing to target your best prospects.

This is especially challenging when your advertisement is on a page with other listings.

Absolution or aspirin - that's what grabs their attention. Most of the time, your photo, logo, or business name won't do that.

Eye Flow

Let's assume that you caught their attention - where do their eyes go next? If you don't know, it's bad graphic design. You don't need to be an expert to know where the eyes go. Just test it yourself. Our eyes tend to jump from point to point. Effective graphic design leads the eyes of viewers like a tour guide directing a museum tour.

Each eye jump must enhance the perceived value and want of your prospects. You should be able to predict the first three eye jumps.

Action

This is the final test. What do you want your prospects to do? If this doesn't happen your marketing investment was wasted. If you want them to call you, tell them why. If you want them to visit your shop, tell them why. If you want them to click your link, tell them why. If you want them to scan your QR code, tell them why.

People only act when they have a good reason. That is most likely the same factor that caught their attention. Don't hope that prospects will be curious. You don't want curious people. You want motivated buyers.

Remind your graphic designer that purpose and function are far more important than the artistic form. You don't want a Picasso. You want customers to buy.

Don't be seduced by the art - test your design against these three simple marketing principles.

George Torok
Power Marketing

PS: Here's an example of a poorly designed postcard.

PPS: Here's a well designed business card.

Do you want an engaging keynote speech for your conference or sales meeting?

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Call George Torok 905-335-1997

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Why Aren't Prospects Returning Your Call?

If you want prospects to return your calls give them a compelling reason to do that.

It’s tough reaching business decision makers by phone. You either get screened by the gate keeper or trapped in voice mail. That means that sales and marketers need to be smarter not dumber.

Of course, there is the legion of folks that you can reach on their cell phone, day or night, in the car, restaurant, toilette or grocery store. Those cell phone zombies answer their phone because they can’t make decisions. They just crave the ego stroking of wasting your time on the phone. That’s dumb.

I like reaching voice mail because then I can leave a specific message for my intended recipient. That message will tell them exactly why they should call me. That message qualifies valid leads and disqualifies dead ends. You don’t want everybody returning your calls. They will waste your time. You only want real leads to call you. That’s smart.

How can you do that? Invest your time thinking before you call them. Why would this person call you? What can you say to trigger that interest? What can you say that compels them to call you? They aren’t going to return your call just because you called.

Yet, many callers don’t seem to be able to leave a message to get decision makers to call them back.

Here are two examples of voice messages from Dumb and Dumber.

The names of the individuals and the companies were changed to protect the guilty - this time.

Listen to this message from Dumb.

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“Hello George, This is Sue from ABC computer systems. I’d appreciate it if you’d return my call. My number is 555-555-5555.”
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Look at that message. Why would you call? Who cares what she appreciates? What pain did she offer to fix? What special offer did she present? Why would you call? Perhaps, if you were bored. The message didn’t qualify return callers. Most of the return calls will be a waste of time. That's dumb.

This company had repaired my computer. I’d received this message previously. One day I was bored and curious, so I called back. Sue told me that she was calling to see if I needed their services. I was annoyed that I wasted my time in returning her call. She could have said that on her message (I told her that) and I would have appreciated her follow-up. Instead I was annoyed by her lack of thought and value for my time.

I’d appreciate if you’d tell me why you are calling and why you want me to call you.

Here’s the voice message from Dumber.

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“Ah, Good morning, It’s Roger calling on behalf of Down Stream. If you could please give me a call back, ah, regarding your internet and phone services. It’s 555-555-5555. Again it’s Roger calling on behalf of Down Stream. Thank you”
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Roger didn’t say my name. That suggested that he didn’t care about me. If he listened to my answering voice message he would have learned my name.

He didn’t mention a benefit. Why should I call him? He said nothing to compel an interested buyer to call. What pain could he fix?

One more dumb thing. The sentence that starts with “If you could” needs to be balanced with the promise. That sentence should run, “if you do this I will do that”. Instead it was left hanging with nil promise.

Dumb voice message Sue. Dumber voice message Roger.

If you want prospects to call you back, tell them why they should call you. Don’t be dumb. Don’t be dumber. Instead think about the needs and desires of your prospect before you call.


George Torok


Marketing Speaker


Business Speaker

TV Interview: George Torok on Power Marketing on People in Connection

Enjoy this TV interview with George Torok talking about Power Marketing on the People in Connection TV show with host Marie Mushing.




George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing

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Business is an Exchange of Value: Mickey Mantle for Yogi Berra

Do you want to deal? Then let's trade.

It's doesn't have to be equal value but it does need to be perceived as equivalent value.

I learned about how to make business deals in elementary school - grade one - seven years old.

We traded baseball cards. A deal sounded like this, "I'll give you a Mickey Mantel for your Yogi Berra."

That's clear.

The answer is yes or no - or let's re-negotiate.

There was no deception in that offer. Your word was your contract. Nothing was in writing. We understood each other.

Stop positioning and proclaiming your policies. I don't want to talk with your interns who can't make decisions.

Do you want my Mickey Mantle or not. If so, give me your Yogi Berra. If you don't want to give up your Yogi Berra, then why are we talking?

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing
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Power Marketing Tip #48: Back Stage Marketing

With all the attention that the TV advertisements on the Super Bowl receive, it's easy to be seduced into believing that's marketing. Yes, good advertising is good marketing - and remember that it's only one part of the marketing mix. My guess is that you didn't buy a TV advertisement on the Super Bowl. The price for 30 seconds was $3.5 M.

There was a more important marketing lesson that had nothing to do with the expensive ads. That was the setup and tear down of the halftime show.

Madonna and the rest of the performers would have had no stage without the stage crew. The elaborate stage was set up in about 7 minutes.

If the setup took too long the performance would have been sacrificed. If the setup was done incorrectly the performers might have suffered embarrassment or injury.

They were not called the marketing department but those setup people played a significant role in the marketing and presentation of the show.

Who are the back stage marketers in your business? Who helps set up the stage so your product can be delivered to the satisfaction of your clients? Perhaps there are activities that you do that fall into the category of back stage marketing.

Shine a bright light on your backstage marketers and provide them with the tools they need to set up the stage for your customer experience. Give them the training, tools and communication to help delight your customers.

Look past the flashy advertisements. Examine all the people and pieces that need to be in place to deliver the promise that your marketing department is boldly broadcasting.

George Torok
Power Marketing

Marketing Resources

Do you want a engaging keynote speech for your conference or sales meeting?

Do you want an provocative executive briefing for your management team?

Call George Torok 905-335-1997

Forward this tip to your colleagues who want to gain an unfair advantage over the competition.

Subscribe to Power Marketing Tips here

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

500 Posts

Hurray! We've reached 500 posts on this blog.

The first post was six years ago - March 2006. When I started this blog I had no idea where it would lead me nor how long I would stick with it.

This was my first blog and I entered the blogosphere as a marketing experiment. The question on my mind was, "How will this help my business? The second question was, "How will I measure that?"





I can't put a number on it, but I believe it has been worthwhile. Here are some of the benefits that I've realized from blogging:

• New clients, followers and connections
• Revenue from advertising and product sales
• 500 published pages of material
• SEO enhancement of my websites
• Posts that I can point clients and prospects to with specific examples
• Received encouragement, questions and insights from readers
• Media interviews because of my published opinions 
• Deeper understanding on issues because of the desire to write valuable content

Writing helps you explore topics deeper and clarify your thinking. Writing articles forces you to compose 500, 800 or 1,200 word essays. Blog writing allows you to post a thought in as few words as it takes. It could be 50, 150 or 300 words.

There are many times when a blog post has helped me deal with a client's business issue or unexpectantly supplied an example for a speech.

There were times when the frequency of posts slowed down and I wondered, "What's the point?" You might have noticed that in recent months I've attacked this blog with renewed vigour and purpose.

I've made it to 500. I'll keep going.

Do you write a blog? How is it working for you?


George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing
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