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Neturru, a golden dragon representing the LINC communication process Step #3: Nurture

WOMM Tip #24: Ask customers to “pay forward” info you’ve sent them (news services, upcoming events, new products, ideas).

So, you’ve identified your key supporters/influencers, are systematically listening to their feedback, and figured out how to easily share your expertise with them. Now, it’s time to ask them to pay your information forward to people in their networks.

Here’s a hypothetical scenario so you can see how to work this in a practical setting.

1. You’re an expert in your field and have a speech coming up in three months.

2. You start by contacting your most loyal supporters, and probably some prospects, to ask for the most helpful, informative elements to include in your speech. The question you might ask them is, “What is the most important question you have about [insert topic of speech here]?”

Think about reaching these folk via:

• Emails to your personal/business database
• Social media portals, like your LinkedIn/Facebook connections and groups, and Twitter followers
• Calls or emails to a list of prospects you’ve been keeping
• Lunch meetings or happy hour gatherings
• Short, targeted surveys, like SurveyMonkey’s free online tool

(You realize, of course, if you Just Ask them for input, it puts them in your camp to help build attendance at your speech.)

3. From their input you put together your key messages and create a PowerPoint presentation showcasing your expertise.

4. A couple of months before your talk, you start sharing tidbits of your valuable expertise, which answer some of the questions you’ve received. This will pique interest and tease the “full reveal” at your presentation. You might share this expertise in several ways:

• Post the PowerPoint presentation on SlideShare.com (without visible notes, so some of the bullet points leave them guessing).
• Publish on your Web site a white paper covering part of your topic. You’d email people a link to the article.
• Blog about what’s going on in the industry around your topic. Include information that would be valuable to the constituents reading it.
• Send a few pertinent points about your topic through an e-newsletter.
• Tweet little tips on Twitter.

4. Every time you send out these tidbits of your expertise, you must do three things:

• Go as far as to provide a blurb recipients can easily customize and use. Make it as easy as possible for them to share, including pre-written “template” copy, especially for email, Tweets, and status updates.
• Always include a link to one central place where people can get more information about your topic and speech
• Always make this request, “If you find my information valuable, or know someone who would, please pay it forward in your networks(s).”

5. Your constituents will send information to their networks – peers, associations, databases, even churches, friends and family – so you receive the exponential value of reaching the networks of your network.

6. The end results? Larger attendance than expected. And, a room filled with new people with whom to build relationships.

Have you had a success asking your key supporters to help you get the word out? Please share your story, ideas and tips.

[This is my last word-of-mouth marketing (WOMM) tip falling into Step #3: NURTURE of the Videan Unlimited LINC communication process. Nurture tactics are all about WOMM planning, incorporating the Listen (customer input) and Illuminate (differentiating) tips previously explored.]

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Neturru, a golden dragon representing the LINC communication process Step #3: Nurture

WOMM Tip #23: Make your motto: “Just ask.” Simply asking someone to help or share can often generate word-of-mouth.

My friend Cherie Scott first enlightened me about an easy way to get what you want in this world. It works in your personal life, but is also a powerful technique in business. Cherie’s secret is to “just ask.” And, boy, is she right.

This one small action can open doors and deliver your heart’s desire. It doesn’t always work but, more than not, it does. I practice it often, and you can, too.

• Do you want to work with a specific company? Just ask your network who knows someone at that company who could open a door for you. Social media works perfectly for this.

• Do you want someone to say something great about your organization so you can use it as a testimonial?Just ask if your customer would be willing to write up a couple of sentences about you.

• Do you want someone to help your organization accomplish something? Just ask others who they they know who might help out. Example: Say you needed administrative help in your office, but don’t have a budget for a new hire. You could ask a local university about its intern program. Some interns will even work for free just to gain the experience.

• Do you need to know more about a company, an industry, or a topic? Just ask people you know to connect you with a network contact with whom you can conduct an informational phone call or meeting.

• Do you want to serve on a board of an organization, or get business within a certain industry? Just ask if you can become involved. Volunteers are usually embraced immediately. Plus, demonstrating your good work usually results in great connections and even paid work through the contacts you make.

• Is a product not exactly what you expected? Just ask if it can be fixed.  Example: I order unusual drinks when I visit the Coffee Bean & Tea Leaf. Often, it’s a Japanese Cherry green tea latte with chocolate, sugar-free powder. Vanilla powder is the norm for that drink and, once in a while, a barista makes it with the vanilla, which is just too sweet for my taste. I always ask if it can be made to my liking so I can truly enjoy it. Simply asking kindly, with a smile, results in an amazingly willing response to make exactly what I want. And, it’s almost always completed with a return smile.

• Does a service not meet your expectations? Just ask how the provider can make it right. Their positive response can totally change your opinion about their value and whether you’ll work with them again. Example: Recently, I ordered imprinted photo folders from Tyndell Photographic & Art Supplies, a company recommended to me by a colleague. Here’s what happened:

1. Tyndell’s Web site was a little limiting for describing the inscription I wanted on the folders.
2. None-the-less, I sent in the online order with a note that I needed the message on three lines and that I needed a proof, and to receive the folders by a certain date.
3. They called the next day to tell me they couldn’t do the inscription the way I wanted.
4. I was disappointed, but impressed they wanted to work with me on a compromise without charging me any extra. Plus, they assured me a new online ordering set-up was being implemented the following month. I received no less than four clarifying phone calls from them over the next few days.
5. The technical aspects of the order delayed the mailing and in tracking the mailing I realized the folders wouldn’t arrive until after the event for which I needed them had passed.
6. I called to tell Tyndell and they were willing to reprint and reship the order overnight at no extra charge. Luckily, this wasn’t necessary, as they worked with UPS to expedite the order enroute.
7. I received my order correct and on-time simply because of Tyndell’s customer service. I will definitely use them again, and here I am recommending them to you.

Tell us how you used the “Just Ask” technique and it resulted in getting you what you wanted?

[This is the another word-of-mouth marketing (WOMM) tip falling into Step #3: NURTURE of the Videan Unlimited LINC communication process. Nurture tactics are all about WOMM planning, incorporating the Listen (customer input) and Illuminate (differentiating) tips previously explored.]

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I am a nerd. I freely admit it. I’m fascinated by technology. I enjoy video- and role-playing games. I love anime movies, comic books/manga and graphic novels. And, I devour science fiction/fantasy adventure stories.

This confession brings me to today’s Life’s Little Pleasures example of word-of-mouth marketing, because I want my fellow nerds out there to also become obsessed with Tempe, Ariz. author Kevin Hearne. You’ve just got to know this person! He’s just published his debut novel Hounded, the first book in his Iron Druid Chronicles series.

Kevin Hearne, Tempe English teacher and fresh story-weaver. ©2011 ANVidean

Kevin is the cousin of a friend of mine. I ran into Allison in a bookstore a few months ago and she told me about Kevin, who is a Tempe high-school English teacher. I was intrigued when she told me about his story concept, placing a 2,000-year-young druid, who’s being chased by Celtic gods, in downtown Tempe. The university town has become the new mecca for varying types of paranormal creatures, including the druid’s werewolf and vampire attorneys, and his telepathic Irish Wolfhound.

Kevin, reads Hounded during his book signing at Changing Hands Bookstore. ©2011 ANVidean

You might remember in a previous post I mentioned Kevin as my favorite new “voice,” showing his personality in his writing. Well, now I’ve attended his Hounded book signing at Changing Hands Bookstore where I heard his sense of humor first-hand. I’ve also read his highly praised Hounded.

Videan clan – Codi, Ann, Bob and Cutter – surround Kevin until he signs our copies of his debut novel. ©2011 ANVidean

I’m even more enamored of this great new talent. Kevin’s fresh voice is so humorous, his concepts are clever and his story is highly entertaining in its familiarity.

I simply cannot wait to delve into the next book Hexed, just released June 7, 2011. Care to join me in the read?

Have you read Hounded? Your thoughts? What other favorite authors do you read? Why?

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WOMM Tip #22: Make it easy for people to work with you. Offer low-risk ways for potential customers to sample your work and provide their feedback.

This is a very simple, effective idea.

Break down what you offer to customers into manageable, affordable “bite-size chunks” so they can buy into what you do with very little risk. Come up with some things that don’t take much time, money or effort to try.

You’ll find that once customers take advantage of your low-risk opportunity, they often come back for more, and are willing to spend more time and money for it.

Following up on their initial purchase/involvement experience also gives you the perfect opportunity to ask for feedback and “sell up” your services.

Here are 15 easy-to-implement, low-risk entry points to consider:

1. A discount
2. A coupon with expiration date
3. A white paper
4. A limited-time use
5. Partial functionality of a product/service
6. Showcasing one part of bigger process
7. Testimonials
8. A product sample
9. A free evaluation, assessment or questionnaire
10. A Top 10 Tips sheet
11. An e-book
12. An e-newsletter
13. A tour
14. An event
15. A demo

Let me show you how this concept can be used as a sales funnel (and also how I’m walking my talk)… In my word-of-mouth consulting business, I offer several service levels from free to ultimately customized long-term programs:

1. Customers may start by looking at several of my free tools informing them about building tribes (this blog is one).
2. Those liking the free information often participate in my Up-to-10 marketing strategy sessions where several visionary entrepreneurs gather in one room to generate word-of-mouth strategies for about $100.
3. Those who want help implementing the strategy session ideas or who want ideas focused solely on their own organization, may participate in a 1-on-1 marketing strategy session, which results in an immediately implementable plan to build buzz for about $1,700.
4. To develop a comprehensive business-tribe marketing strategy for their business, they can participate in my $4,900 LINC communication process in which we conduct marketing research, brainstorm outrageous differentiators, and develop a plan to implement over six months to a year.

Does you sales funnel begin with a low-risk entry point? If so, how does it work? What other low-risk entry points have you used in your business?

[This is the another word-of-mouth marketing (WOMM) tip falling into Step #3: NURTURE of the Videan Unlimited LINC communication process. Nurture tactics are all about WOMM planning, incorporating the Listen (customer input) and Illuminate (differentiating) tips previously explored.]

Neturru, a golden dragon representing the LINC communication process Step #3: Nurture

Word-of-Mouth Marketing Tip #21:
Market successes, not benefits or features! Successes show customers a vision of how you will help them, not just benefits, or offerings.

You might have heard the old advertising adage, “Sell benefits, not features.” This means to talk up what’s important to the customer, right? So, how about taking your message one step further to, “Sell successes, not benefits.”

Think about it. When customers can see exactly how you helped other businesses, especially if you can quantify it with statistics, they can more easily envision how you can help them. It gives them a mental picture of you making them successful, too.

A couple of years ago, I asked my clients for specific examples and statistics on how I helped them. One client said he’d increased his business 25% (and thousands of dollars) in two months simply by following one word-of-mouth tip he learned in one of my strategy sessions.

Another client, whose Web site I wrote, said he was now generating 65% of new clients from his Web site and mentally thanked me every time a prospect called to tell him they found him on the internet and really liked the Web site. He went on to say that his Web site generated thousands of dollars in new revenue in just four months.

These types of comments prompted me to use this phrase in my marketing, “My clients report thousands of dollars in increased revenue within months of starting work with me.” I also talk about these compelling successes:

• Ann enticed 15,000 extras to Sun Devil Stadium in Tempe, AZ, to film football movie scenes for the Tom Cruise movie Jerry Maguire.
• Ann served as the catalyst for Rhino Internet/Staging’s role in reintroducing white rhinos to the Phoenix Zoo. (Next time you visit, be sure to check on Ann’s retired lady friends Notch and Half-Ear.)
• As editorial director of RealTime, a corporate in-house news magazine, Ann and her team earned a prestigious Gold Quill honorable mention from the International Association of Business Communicators.
• Peers in the Public Relations Society of America selected Ann to receive the Phoenix chapter’s top honor: the PERCY Award.
• A national panel of home-based business experts selected Videan Unlimited as The Crown Jewel Award (top U.S. home-based business) in 2005.

So, see what I mean? So, how about making this more about you than about me, and you share some of your own successes here in the comments. We’d love to hear what you have accomplished and how you can help us!

[This is the another word-of-mouth marketing (WOMM) tip falling into Step #3: NURTURE of the Videan Unlimited LINC communication process. Nurture tactics are all about WOMM planning, incorporating the Listen (customer input) and Illuminate (differentiating) tips previously explored.]

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For many years, I have facilitated strategy sessions helping visionary entrepreneurs to initiate powerful business buzz through word-of-mouth marketing. These sessions have generated thousands of excellent ideas, which can be immediately implemented. You’ll find the cream of these ideas within this BizTribe blog site.

Clients Michael Ray, Sally Baker, Lori Bird and Andy Ptacek in the Videan Unlimired Think Tank. ©2010 ANVidean

These sessions are truly one of my life joys because I love creatively connecting people with ideas. It’s a skill given me as a gift in this life, and I am truly inspired by the process of sharing it with others.

Now, I haven’t held a Strategic-Marketing Session for a few months for several reasons, including dedication to the publishing  and marketing of my Rhythms & Muse novel and music CD. But, now the time is right again. I’ve given the sessions a new name to encompass what they actually accomplish: “Catch Your Dream” workshops jumpstart your journey to realize your life’s passion.

Perhaps your dream is to…

• Move your business to the next level through outrageously different positioning.
• Build a business tribe around your business, like Harley Davidson’s or Apple’s.
• Write a book.
• Purchase a vacation home on the Eastern Seaboard.
• Or, do that one thing you’ve always wanted to with your life but just can’t find a way to move toward it.

Visualize yourself reaching your place of joy and fulfillment! It is possible and I can help you get there.

Beginning June 22, 2011, I will facilitate a two-hour Catch Your Dream workshop at least once a month. You can participate in a session focused just on you and your dream, or you can share a workshop with up-to-10 other individuals or small businesses. I guarantee every participant in these fun interactive sessions will gain immediately usable, dream-creating marketing tactics. Participants receive a follow-up recap of all ideas generated.

Interested? Join me for my first next “Catch Your Dream” workshop. It will be structured as an “Up-to-10″ workshop involving several individuals and businesses.

WHEN:
Wed., June 22, 2011
9:30 a.m.–11:30 a.m.

WHERE:
vIDEAn Unlimited Think Tank
(my aquarium-themed brainstorming room)

4131 N. 24th Street, Suite C210
Phoenix AZ 85016
(This location is on the east side of 24th St. just north of Indian School Rd. Suite C210 is labeled “WorqSmart” on the second floor above the salon.)

YOUR INVESTMENT:
Two hours and $100 to generate tangible tactics for first-steps toward realizing your life dream.

RSVP:
Simply follow these steps:

1. RSVP by Monday, June 20, 2011, by:

• Visiting the Catch Your Dream workshop Facebook event page
• Emailing avidean@videanunlimited.com
• Calling 480-813-2408

2. Create a one-paragraph description of you/your organization, and identify one life dream you’d like to accomplish. (These will be compiled and distributed to all participants beforehand.)

3. Send the materials to avidean@videanunlimited.com.

4. Bring a $100 check to Videan Unlimited, or cash, to the session. Or, Ann can send you a PayPal link if you’d prefer to pay by credit card or online. (There is an additional service fee for using PayPal.)

I am so looking forward to brainstorming ideas with you to help you realize your life dream! See you on the 22nd, or contact me to set up another session date.

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Neturru, a golden dragon representing the LINC communication process Step #3: Nurture

WOMM Tip #20: Don’t hoard your intellectual property. Give away articles, white papers, case studies to position yourself as an expert, show successes, and start discussions.

Many clients fight against the idea of sharing their hard-earned knowledge. I often hear, “But, I don’t want my competitors to know what I’m doing.” Or, they tell me, “But, if I tell customers everything, they won’t need me.”

To both, I respectfully reply, “Malarkey.”

If either of these points was truly an issue, do you think:

1. Massachusett Institute of Technology would put all it’s coursework online for people to see, experience, and study?Actually, they find it increases interest in the school because people can see exactly what they could learn. Here’s a quote from the MIT Web site, “We aspire by 2021 to make open educational resources like MIT OpenCourseWare the tools to bridge the global gap between human potential and opportunity, so that motivated people everywhere can improve their lives and change the world.”
2. Home Depot would post how-to videos online for every home project imaginable?People see how to do something and realize they can support the company that trained them buying supplies there, or that the project is too much for them and they come back to hire help or advice.
3. Guy Kawasaki would waste his time creating a site like Alltop?His “online magazine rack” of the Web subscribes to thousands of Web sources and compiles them in one place so you can get the in-depth information you want to know about any topic. Just think what might happen if you were to compile all your knowledge, and some others’, into one place. People could visit your site to get all their questions answered about your industry, or type of product/service. Don’t you think potential customers would find you incredibly valuable and heads above your competition? I know they would.

So, my savvy entrepreneurial friend, please don’t miss this easy opportunity. Get your intellectual property out there for constituents to admire, value and use.

What do you have out there now to help us? Share!

[This is the another word-of-mouth marketing (WOMM) tip falling into Step #3: NURTURE of the Videan Unlimited LINC communication process. Nurture tactics are all about WOMM planning, incorporating the Listen (customer input) and Illuminate (differentiating) tips previously explored.]

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I’m so excited about Tempe’s project to make a pedestrian bridge across the Tempe Town Lake!  It will allow people to cross the lake at the west end and will also cool the rubber dam holding back the lake waters below. That means I can ride my bike and or skate about a seven mile loop around on both sides of the lake between Priest Drive and McClintock Road. Woot!

It will also allow patrons of the Tempe Center for the Arts to enjoy a leisurely stroll before or after performances, affording an expansive view of the lake from the bridge. It should prove to offer a new, safer, and less street-intrusive route for many of the triathlons and runs occurring near the lake each year.

Designed by Ty Lin, and built by Stinger Welding and PCL Construction, the federally funded $5 million bridge will have four, 165,00-lb. spans, one between each of the four rubber bladders that make up the western dam. Each span is 228 feet long and 34 feet high, and will require two cranes to lift into place, while 32 cables will connect the bridge and the intertwining arches.

I could be skating in long, happy circles by the end of the summer! Care to join me?

West end of Tempe Town Lake. (My first attempt at creating a panorama shot from three images. Improvement tips welcome!) ©2011 ANVidean

Neturru, a golden dragon representing the LINC communication process Step #3: Nurture

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WOMM Tip #19: Always keep your best customers, supporters, and complementary vendors informed about what you are doing.

This seems pretty self explanatory, but let’s take a minute to fully consider what is behind this potentially-oh-so-powerful tip.

First of all, ask yourself:
Can people talk me up if they don’t know what I’m doing?

Duh… The answer is no! You need to keep your constituents informed so when the opportunity comes up for them, they have something interesting to say about you. So, send them something. Do it!

Then ask:
Am I a pest if I send people information about what I’m doing?

Definitely not if the information is interesting, valuable or entertaining! Work to make it so.

You’re not a pest either, if the people to whom you’re sending details know you and care about you. Make sure these are the exact key people you’re targeting. Now, these folk may belong in several of your networks, so really think through who you know, and who are the ones who are most loyal. Consider customers, industry influencers, friends, family, even providers of services or products that complement yours out in the marketplace.

Finally, ask yourself:
What piece of information might I send out to my best folk today?

• Can you introduce a unique service most people don’t know you do?
• Announce a new client?
• Share a surprisingly positive comment from another client?
• Send a cool photo of your product?

Sometimes, I know, your stream of “interesting” activities gets dryer than Arizona’s Salt River in July. So, why not send:

• Other experts’ information.
• Industry news of value.
• How about a link to some fascinating blog post about your area of expertise?
• An informative or entertaining, yet pertinent, YouTube video.
• A press clipping.

You have my permission to let your imagination go wild here. Just remember I said to keep it interesting, valuable or entertaining. Wasting people’s time is also likely to get others to talk about you, but probably not in the way you’d like.

While reading this, what struck you as something chat-worthy to share with your loyal constituents? Why not share it here with us now and then bestow your own loyal folk with it afterward?

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[This is the another word-of-mouth marketing (WOMM) tip falling into Step #3: NURTURE of the Videan Unlimited LINC communication process. Nurture tactics are all about WOMM planning, incorporating the Listen (customer input) and Illuminate (differentiating) tips previously explored.]

[This is the first word-of-mouth marketing (WOMM) tip falling into Step #3: NURTURE of the Videan Unlimited LINC communication process. Nurture tactics are all about WOMM planning, incorporating the Listen (customer input) and Illuminate (differentiating) tips previously explored.]

Neturru, a golden dragon representing the LINC communication process Step #3: Nurture

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WOMM Tip #18: Develop a list of your most ardent supporters and start to systematically feed their emotional attachment to what you do.

Every business has a handful of people who really support it. These constituents could be customers, but they’re often just people in your network: associates, professional or service providers, members of industry or hobby groups you belong to, church or sports friends, association leaders, social media experts in your field, even friends and family members. Look for an ardent support in every network to which you belong!

You can identify these folks by determining:

• Who is your satisfied client?
• Who refers you to others?
• Who goes out of their way to use your product/service?
• Who uses your product/service in an unusual way?
• Who is constantly bugging you with questions, ideas and/or suggestions?
• Who follows your social media, and comments or creates their own content about you?

You can and keep these valuable people in your fold (and talking you up) by:

• Consistently asking for their input.
• Recognizing them in your marketing.
• Providing them information on what you are up to, and asking their input about it.
• Feeding them ideas they might want to share.
• Asking for their involvement in even more in-depth ways.
• Making them feel like insiders.
• Treating them royally.

Who are your key constituents? Did this spark an idea for how you might engage them more in your business? If so, what was it?