Today’s lesson will talk about how word of mouth messages are delivered and how you can influence those messages.
There are essentially 3 methods of word of mouth:
- Expert to Expert
- Expert to Peer
- Peer to Peer
When experts are talking about your products or service you will usually receive an amazing rush of sales and new customers, so obviously this is one of the best things that can happen. You can also help to facilitate this by offering free products to experts for them to review.
Expert opinions can also bring about new ideas that help to fuel new products, services, and operating systems within your company. If you take the time to change or develop the opinions of even a small group of experts, you will have the opportunity to help your market explode.
There is a standard word of mouth delivery system that, in most cases, takes a few years. But, you can speed this up into only a few weeks. The standard system is:
- First impressions from an expert
- Organized trial of your products or services
- Pooling peer experiences
It’s important to know exactly who is advocating for your products and service. Take the time to find out who they are and reward them. While you may already have a customer service system for filing complaints, do you have one for compiling praise? Most likely not. If you take the time to show these people appreciation, they will help take your products and services to the top.
- Some of the ways you can show them appreciation are:
- Invite them to a customer appreciation dinner
- Offer to video their testimonials
- Ask to interview them for feedback to improve with
- Offer them a premier customer membership
- Ask them to join a referral incentive program
There are lots of things you can offer your biggest fans to help spread the word about your products and services.
Conventional media has been around forever and while it can still be effective, it’s lost a little of its luster over the last few years. There are a few reasons for this:
- Expensive and doesn’t necessarily return results
- Boring, lacking something fresh and new
- Too short of a time slot to offer enough information
While these are all true, there are ways you can make conventional media work for you. For the information to be effective, it needs to be presented in the right sequence, come from the right sources, be relevant to the target customer, be credible, and be delivered at the right time in the medium.
We’re going to switch gears a little and talk about the two phases of the product adoption cycle. Traditional media is great for taking you through the information stage where you can offer the information you need for your potential customers, but it’s not so great for measuring the results of those efforts.
Without these results, you can’t fine-tune your marketing and therefore can easily miss the boat and lose potential customers and waste a whole lot of money. Once a consumer has the information they need, they’ll go through a verification process as they analyze whether or not the purchase was a good one. They generally get their information through:
- Direct experience with the product
- Interaction with peers using the same product
- Experts’ experience
- Scientific journals and other resources
- Independent reviews and opinions
- You can accelerate this process by:
- Providing your own demo’s and free trials
- Offer them indirect experience through the experience of others
- Offer a good true story that can be passed around
Once you have the ability and are able to work through these concepts, you will be able to target your customers much better. If you need help with any of this along the way, try our GUIDED TOUR to gain access to our experienced business coaches.
Also, get my FREE Momentum Training to help you figure out your path to a bigger future.
Today we’ll cover the idea of shortening your customers’ decision-making process with positive word of mouth. There are essentially 5 stages in the decision-making process.
- Give the product a chance and transitions from a “no” to a “maybe”.
- Check out the options and investigate the different products available.
- Observe the product to check for potential benefits, features and operations to see if there is a fit with their needs.
- Become a customer and purchase their first item. They will be discriminate with their first product as they form their opinion of you.
- Purchases again and starts spreading positive word of mouth as an advocate of your products.
So, let’s take a closer look at each one of these.
From “No” to “Maybe”
This stage is really important because if your potential customers don’t even take a second look at your products and services, then you have no chance of sealing a deal. This is why you need to offer credible information and well thought out pricing, guarantees, and incentives.
Investigating Your Products
At this stage, they are taking a closer look at your product line to see if there is actually anything that could benefit their life. This is where you need to make sure your hard information is right out there in front for the customers to see and compare.
Customers often feel more at ease and ready to purchase when there is some sort of a trial in place. They usually want to try vicariously through someone else, so they don’t feel any risk involved. A good way to offer this is through demo videos, product demonstrations or a tour of your facilities. This stage may invoke a reaction of “I tried it and liked it. You should check it out.”
Make a Purchase
At this stage, they have taken the risk of purchasing one of your products or services and are now evaluating how easy, convenient, cost-effective, and satisfying your product or service is. At this stage, a common reaction would be, “It was really easy to use and learn from. It’s really great, you should get it!”
Advocates for your Products
At this last stage of decision making the customer is immensely pleased with your product and often keeps using it and/or comes back for more products and services. They are likely telling everyone they know how much they like it, that they use it every day and have already (or will be) back to your establishment for more.
We talked a minute ago about the different types of purchasers. Now we are going to take a closer look at their characteristics, so you can figure out which tactics are best to use at the right stage of the decision-making process.
- Wants to stand out from the crowd
- Know what’s hot and trendy
- Likes “strange” or “weird” new products
- Wants to be the first to try and will talk about it animatedly
- Driven by excellence
- More concerned with possibilities than realities
- Always looking to be a leader
- Always looking for a new vision
- Wants to be perceived as competent
- Concerned about practicality and easy comparisons
- Needs an easy way out if not satisfied
- Wants products that meet the industry standard
- Generally skeptical and wants to know the risks upfront
- Needs to shop around for the best deal
- Needs a support system
- Wants what everyone else has
- Needs it to be completely safe and traditional
- Needs reassurance that nothing will go wrong
- Won’t try new things unless it’s the last resort
- Will search for loopholes and problems
- Wants to use it in the standard industry way
As you can see, each type of consumer wants something just a little different depending on their personality type. The key to successful word of mouth is to target and cater to each type of consumer. If you need help identifying the types of consumers you are currently helping and how to attract the types you are lacking, try our GUIDED TOUR for the resources and tools you need to get the job done.
Also check out our FREE training, the Momentum Series, that will help you get focused on what your goals are and where you are going in life.
Next time we’ll talk about how word of mouth messages are delivered and what you can do to help facilitate that.
In the last post we started our series on word of mouth and talked about how to make your customers purchasing experience a short, easy one. We are going to continue with that theme a bit today. We’re going to talk about the power of word of mouth and how to mold it to your advantage.
The reality is everyone needs an advisor to guide them to make a decision. We rely on the expertise of others to make the right decisions as they are explained to us. When you take the time to understand exactly what and how word of mouth works, you’ll see all the great advantages it has to offer you. Remember this path when working to understand word of mouth:
- Accelerate the decision-making process for increased profits.
- You can accelerate product making decisions by making the process easier.
- Instead of low-ball advertising and the used car salesman approach, try delivering on your word of mouth promises.
Traditional advertising draws about one response for every thousand ads and most of those are to ask for more information before the customer even considers purchasing. When you get information from a friend, you are more likely to take their word for it and act. On average customers purchase two out of every five recommendations their friends make. That’s a HUGE difference.
So, what exactly is word of mouth? Well, we know how powerful it can be, but to define it: Word of mouth is a communication that happens between a customer and a potential customer. There is usually a relationship of some kind between these two people with an established level of trust.
Now, compare this to advertising where you are providing a message to a potential customer where they have not established relationship with you or level of trust. Who are they more likely to take advice from? The answer is clear!
We talked above about the benefits of word of mouth now let’s take a look at some reasons why it works. Some of these are:
- The information is custom tailored to the potential customer because of the friendly relationship of the referrer.
- It’s more personal, relevant and believable.
- It,s customer driven.
- It’s self generating and can take on a life of its own, especially with the information age of the Internet.
- It becomes part of the product’s description.
- The source of word of mouth can be important and more effective when coming from an expert.
- Word of mouth saves you time and money.
To fully utilize word of mouth you need to understand:
- Where is your word of mouth coming from?
- What products are being affected by word of mouth?
- How is your word of mouth traveling?
Once you know these things you can work out a plan on how to trigger more word of mouth. This wraps up this lesson on word of mouth. If you need help understanding word of mouth and how it can impact your business, try our GUIDED TOUR to access our wealth of resources and tools.
Next time we’re going to dive into the nine levels of word of mouth. These levels help you understand which word of mouth is positive and which is not.
Don’t miss out on our new course for entrepreneurs and business owners. Take a look at Marketing Accelerated today.
Over the last few posts, we talked about how to multiply the resources that you’ve worked hard to maximize. So far we’ve covered:
- Call in the Troops
- Bring ‘Em Out of the Woodwork
- Black Sheep Clients
- Olympic-Size Sales Staff
- Open Water Fishing
- Call for Back-Up
Today we’ll cover the next three:
- Go Big Online
- Bartering with the Best
- Give Away the Farm
Go Big Online
There are businesses that solely operate online, there are those with only physical addresses and there are those who do both. Those who do both are by far more successful than the previous two. When you take the time to establish an online presence you open up your business to the entire world, through a few clicks of the mouse.
To successfully sell products online, you need to:
- Offer high-quality products/services that people want.
- Build an attractive, effective website that’s user-friendly.
- Generate high-quality traffic at a low cost.
- With all of these things in place, you can find success with your online exposure.
Bartering with the Best
If you’ve ever gone to a yard sale and paid the sticker price, then you need to up your bartering game. Everything is negotiable and you need to take the time to barter with your suppliers. Companies are always open to bartering and when all is said and done you could find yourself saving significantly on the things your business needs to operate smoothly.
Give Away the Farm
Ok, so not literally, but you have to be willing to stay in contact with prospective clients and offer them products and services they are going to need. You don’t know what they need until you offer them everything you’ve got then work with them to put together the perfect package to fit their needs.
When you take the time to put yourself at the front of their minds, they are more likely to work with you going forward. You can do this by offering free newsletters, a free consulting session, or other valuable tools.
This wraps up these three areas of multiplying on the resources you’ve maximized. If you’re not sure where to start or are feeling a bit overwhelmed, try our GUIDED TOUR to work with one of our amazing business coaches who can help you navigate these peaceful waters.
Also, make sure to get our Free Momentum Series training that will help you to get clarity on your future and give you a way to guide yourself along the way!
Next time we’ll finish up this series with the last three ways to multiply your maximized resources. We’ll cover:
- Finding Your Pot of Gold
- Stay at the Top of Your Game
- Wealth from the Inside Out
Day 10 Daily Success Strategies – Gratitude & Focus
If you enjoy this short video and would like to see more from this series, click HERE
What you focus on is what your life is.
Take control of your focus!
Speaker 1: (00:01)
Hey, welcome back. Thanks for joining again today and if this is your first time joining, I appreciate it. If you’d go check out some of the other videos I’ve done, just go to www.JeffHeggie.com and go to Success Strategies up at the top and you’ll be able to see all the other ones. But hopefully these have been useful for you and you’re getting something out of them. I know I have, it’s been nice doing them because it makes me think about things and I’ve just enjoyed doing it. So hopefully this has been a benefit for you as well. I actually, when I was coming home from my run today, I actually recorded one of these already to post and was going to use, but I’ve had some thoughts since then and I wanted to add a few things. So I’m going to do it again.
Speaker 1: (00:39)
I’m going to talk about a couple things. One, what I talked about this morning, was talking about the things that we focus on because really what we focus on is ends up being the life that we live. And as we like we’re, we’re sitting here on Friday. Again, I talked about it, I don’t know when it was a few episodes ago that I talked about, you know, setting your goals, setting your intentions, um, while you’re working from home and we’re in this pandemic that you can make sure you’re still productive, getting things done. And so I want you to look at your week and see what you did accomplish. And I didn’t get this posted as early as I thought, but even if you’re not seeing it till later on, look at what you still have to accomplish throughout this week to make this a successful week for you to make it so that you’ve accomplished everything you set out to do on Monday and put your focus on that.
Speaker 1: (01:34)
Put your focus and effort and put all your energy and make today if it has to be the most productive day of the week and get things done so that you can wrap the week up and either go into the weekend for more work or be with family or whatever. It’s going to be with everything that you wanted to accomplish by Friday down and out of the way. Um, you know, when we talk, when we talk about focus, there’s a common saying that you hear energy flows where, sorry, where focus goes, energy flows. And so as you really focus on the things that are most important to you, you’re going to be able to put all your energy there and that’s when you’re going to accomplish those things. So that’s number one. That’s what I wanted to talk about. But there’s also, I just got off the call with a client that we talked about something that I want to share as well.
Speaker 1: (02:27)
It’s something that I’ve done myself in the past. I’ve had clients do it in the past. I asked this client to do it and it was actually a good friend of mine, Joseph talked to me about it just a while ago. I’m with Jim Kwick if you don’t know Jim Kwik. I knew of him, uh, some of his work, but after Joseph talked to me about it and some of his things that he was teaching, I went and started studying some of gym stuff and I actually ended up being in a course right now. I wanted gyms and the thing that Jim was talking about in the thing that Joseph brought up to me was how a gratitude journal can help people that are dealing with anxiety and depression. And so, you know, with myself or with these clients that I’m working with, that wasn’t the intention of the gratitude journal.
Speaker 1: (03:15)
But I, I agree with it. I think there’s a lot of opportunities there to use a gratitude journal to help you with that. But there’s also a lot more than comes out of it that I think is very worthwhile. And if you’ve never done one before, give it a try. Just give it a week. Go for a week, see how it goes. And I’m going to give you two different ways to do it. One for yourself and one for you and a significant other or a friend or whatever it might be. Number one is just this client that I was just working with. Uh, she meditates every morning. And so what I asked her to do is immediately after her meditation, just spend five minutes and just start writing about things that you’re grateful for. And I told her one day it might be deep and really meaningful and the next day you might be saying, you know, I’m grateful that I got out of bed this morning.
Speaker 1: (04:08)
But just start writing and recognizing all the blessings you have in your life. Because even if you’re having a terrible day, even if things are going awful, the fact that you can spend some time and focus on some things that you’re grateful for will go a long way. And so spend at least five minutes a day writing in a gratitude journal that your focus on those blessings in your life and you’re going to see a shift in a see a mindset shift and you’ll start recognizing and realizing that even when things are bad, your life is full of blessings and opportunities. Now the other way, and I did this actually, I don’t know, I believe it was Darren Hardy. I learned it from, um, I wrote a gratitude journal every day for I don’t know how many months, but what I would write in it is everything that I was grateful for about my spouse, about my wife, Tamara.
Speaker 1: (05:04)
And just every single day I wrote, you know, just a few lines, a paragraph of something I was grateful for. Sometimes, like I was saying with this gratitude journal, sometimes it was deep. Sometimes I was grateful that she did my laundry. Um, sometimes I was grateful that she folded my clothes, made me dinner, whatever it might be. But every day I wrote about something that I was grateful for. And what I noticed is I started looking for things that she was doing that I was grateful for. So every day I was recognizing those things that whether she was purposely doing something for me, going out of her way to do something, or if it was just what she does every day, I was recognizing all that she does for me, my family, whatever it is. And so I want you to do that. Whether it’s a spouse, a friend, family member, whatever, try that as well.
Speaker 1: (05:57)
Start writing in it everyday. Something you’re grateful for, what they’ve done, what they do. And, and then the best part was she didn’t know I was doing it. And then one day I gave it to her and you know, it was pretty meaningful. It went a long way in helping solidify and build our relationship for her to be able to go through there and see the, I actually recognized all the different things that she did. Um, you know, there’s so many times that your spouse does things that they don’t get recognized for. And when you do something like that and they can see that you appreciate it, that you don’t take it for granted. It goes a long ways and I think the opportunity to do that was helpful to me, but it was helpful for her as well to see that I recognize those things.
Speaker 1: (06:49)
So again, looking at end in this week, it’s Friday, uh, hope you have a great weekend, whether you’re working, spending time with family, whatever it is, hope it’s great and productive and you can get things done. But really focus on getting things wound up for your Friday, what you wanted to be accomplished by this time. When you sat down on Monday and you were looking at what you wanted to get done, let’s get it done. Get caught up. If you’re ahead, get some extra done, whatever it is, and then, you know, take some time to start five minutes a day is all it’s going to take. You can figure out how to carve out five minutes, especially right now, when everyone’s home, five minutes a day, write in a gratitude journal, write everything you can think of that you’re grateful for. Every day it’s going to be different.
Speaker 1: (07:35)
There’s going to be days that it’s the same things over and over. You’re grateful for the exact same things, but it’s gonna change your focus. It’s going to change what you’re focusing on and it’s gonna help you to recognize those blessings. And then the same thing, doing one for your spouse or for someone else will wreck. You’ll start to recognize and focus on the blessing they bring to your life as well. So thank you. Have a great day. Have a great weekend, and I probably won’t see you til Monday, but we will do another one of these then and keep in touch. Go to www.JeffHeggie.com and sign up for the Momentum Training, it’s free. Yesterday I talked about signing up, going through that and then giving me some feedback. I would love to hear feedback on it. Please. When you go through it, it’s only three videos that’ll come out every couple days and the, I think the longest one is 30 minutes and the rest are about 1213 minutes.
Speaker 1: (08:30)
It doesn’t take a lot of time, but I think there’s really some impactful information in there that will be helpful for you as you’re dealing with things as we’re going through this pandemic. But even if, whether we’re in this pandemic or not, there’s some great things that talks about the Momentum Cycle and how to build confidence and how to change cycles when you’re on a downward cycle. And then it goes into creating your path and finding out what your goals are, where you want to be in a year, and how you’re going to get there. And then on the last day it talks about figuring out for each of your goals what your why is, why you truly want to do it. And it’s a, it’s a really cool exercise to go through that. It’s not just here’s my why, this is why I want it. It makes you do some thinking and it makes you dig down and you’ll realize some things that you didn’t know before. So thanks and again, go to www.JeffHeggie.com to get that and we will talk to you again on Monday. Take care.