Says Who? Not Anonymous Again

Anonymous gets credit for saying many things – both good and bad. But who really knows if any of it is true?

How much faith do you place in anonymous?

If you keep receiving adoring love notes from anonymous at some point you might question the truth of those welcome words.

If you receive customer service complaints from anonymous how serious will you take the complaint?

In a court of law a person must state their name and swear to tell the truth. So when the source is anonymous why would we even consider listening?

Customer testimonials are powerful marketing tools - but only powerful if we know the source. A testimonial from anonymous is highly suspicious. Initials for the name is just a small step above anonymous.

Use a real person's name and your message has personality and becomes more believable. If you want the words to count attach a name to the words. Identify the source or remain quiet.


George Torok

Marketing Author

Business Speaker

Power Marketing Tip 21: Raving Testiomonials

Power Marekting Tip 21:

Get more raving testimoninals


The last Power Marketing Tip explained how to leverage your client testimonials. This tip will show you how to get more raving testimonials.

How do you get a raging stream of raving testimonials?

Ask and ask often.

If you want - you gotta ask. When should you ask? You can ask while you are closing the deal. Say, "Thank you for the order. You are going to be very happy with our service. I have a small but important favor to ask. When the job is done and assuming that you are satisfied with our service, would you write a glowing testimonial for us?"

Smile when you say this. Use the word "glowing" or "raving" because your client might laugh when they hear it and they will remember your request along with their agreement later.

Another time to ask is whenever your client complements you. This could be before during or after the delivery of your service. Thank them for their feedback and say, "It would help us if more people could hear your comments. Would you put that in writing for me?"

You can remind them when the job is done by saying or writing a note, "We enjoyed working with you. Thank you for giving us the opportunity to show our stuff. I look forward to receiving that raving testimonial from you."

Help them write the letter.

Most people need some help to write a good letter. How can you help them help you? Offer to draft a letter for them. Say, "I know it takes time and effort to write a glowing testimonial. Would it be okay for me to draft a letter for you? You can change anything you want or use as is." Most people will accept your offer because they want to please you and they will not sign anything that they don' t like.

Naturally, we're assuming that you deliver outstanding service.

Enjoy that raging stream of glowing testimonials.


George Torok
Power Marketing

PS: Tell me how this marketing tip helps you.
PPS: Forward this tip to your associates.



Feedback

"You presented marketing insights, principles and ideas to a group of CEO's from anorganization that I belong to. I was so impressed by your presentation thatI signed up to see you again and brought my entire sales and management teamwith me."
William N.Hotrum, President
HMT SalesTax Consultants Inc.

Power Marekting 20: Reduce the Risk

Power Marketing Tip 20:


How to Reduce the Risk


You need to reassure folks during these troubled times. The daily news fans the fears of failure. Water cooler gossip spreads the manure of doom. Every purchase decision can look risky. Therefore clients will tend to hold back on buying. Your chief competition is not some other supplier - it is your clients' fears.


To effectively market and sell in this environment you need to reduce the perceived risk, to diminish their doubts and to demonstrate great value.


How can you do that?


Use testimonials.

This is one of the most powerful ways to demonstrate your value. You can promise the world but, folks will be more convinced by what they read or hear that others said about you.
You bragging about you is never as convincing as others bragging about you.


How can you get more from your testimonials?


Include a testimonial in every client and prospect contact.


Post testimonials on your website. Avoid this mistake that many businesses make. They only list all their testimonials on one page of their website. What if your prospects never visit that page? In addtion sprinkle testimonials throughout your website - ideally on every page.


Include a short testimonial in your email signature and in your newsletters.


Revise your marketing materials to prominently feature your testimonials.


Include testimonials with your written proposals and with your invoices.


Display testimonials on the wall in your shop or in an album in the lobby. Create copies of this album for every one of your sales staff and remind them to show it often.


Make sure that your staff appreciates the importance of getting and using testimonials by sharing every one with your staff as they are received.


Dig out every testimonial that you ever received and put them to work for you.


In the next tip you'll learn simple techniques to ensure a study stream of glowing testimonials.


George Torok

Power Marketing



PS: Tell me how this marketing tip helps you.

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Testimonial Power - The Economist

Testimonial Power – The Economist


Client testimonials rock! They are one of the most powerful marketing tools you can use. If you aren’t using them – why not? If your excuse is that you don’t have client testimonials perhaps there’s a big problem with your service.

If you have great service but don’t know how to collect client testimonials then we can discuss that in a future post. In the mean time here is a powerful testimonial that you might enjoy for The Economist magazine from the king of the world. No, not James Cameron – the real king, the guy with the most money.


The Economist

“The magazine I spend most of my days reading.”
Bill Gates, Chairman and Founder Microsoft


It’s a great testimonial for a few reasons:

Everyone knows Bill Gates.
Bill Gates is respected for his business acumen.
Bill Gates is a very successful business person.
Bill Gates is considered a global leader.
The people who are inclined to read The Economist magazine would likely be interested and influenced by what Bill Gates says.


First, my congratulation to The Economist for continuing to publish a first class, no – world class publication. I have read it for years.

And second congratulations for obtaining such a powerful client testimonial.

Now let’s be clear – The Economist did not pay Bill Gates for his testimonial. He is neither an entertainer nor athlete eager to shill for the highest bidder. This is his honest opinion given freely. That’s why client testimonials are so powerful and why they are better than paid celebrity endorsements. Don’t tell Nike that. Somebody might get fired. And they might save millions.

So why is this testimonial from Bill Gates so effective for The Economist?

Because The Economist is similar to Bill Gates. The Economist is respected for business acumen, is very successful and is a global leader. The Economist couldn’t have found a better spokesperson.

What is the message of the testimonial? If you want to be successful like Bill Gates – read what Bill Gates reads – The Economist.

And the secondary message is – if you want Bill Gates to notice what you are doing or saying – put it in The Economist.


George Torok

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What Audiences say about George Torok

CPSA presents over 150 events across the country in a year and you are the most professional speaker I’ve ever had the pleasure of working with.
Ann Babej
Canadian Professional Sales Association


My sales brokers were not only presented with excellent, usable material that they can apply in their daily work, but they were also thoroughly entertained – what a rare combination.
Dan Lawrie, CLU, C.F.S.B.
Dan Lawrie Insurance


This has been the most productive seminar our association has ever held - totally captivating from start to finish.
Doug King
Ontario Monument Builders Association


George entertains with more useful, behavioral insights and tips usable today than any other speaker I’ve heard through TEC and elsewhere.
Bob Michener
Campbell, Michener & Lee


You have a gift.
May-Anne Leeder
Molson Centre for Innovation


Are you ready to hear this speaker?

What business owner do you know that needs this speaker?

What association do you know of that craves this kind of audience feedback?

George Torok
Power Marketing