Are You Walking the Talk?Written by Diane Hughes
I saw a television commercial other day. It actually made me laugh out loud. It wasn't funny "ha ha," it was funny ironic. A local telephone service provider was singing its own praises about what wonderful service it provided. "Yeah, sure!" I thought. I used to live in area that this particular provider covered, and I know for a fact their service is anything but wonderful.Many online business owners commit this same sin. They make a point to tell their visitors what exceptional service they'll receive, how quick they'll be responded to, how innovative their products are, or a hundred other promises. Then, when a complaint comes in, or phone messages are left, nothing happens. They don't walk talk. How many times has it happened to you personally? You ordered a product or service from 'Net. You had a problem or a simple question. You called customer service number (or sent an email) and. nothing. How did you feel? Most likely irritated, frustrated, and taken advantage of. Yes, it's extremely popular to give claims of customer service right now. The 'Net has suffered from "Wild, Wild West" syndrome far too long and surfers are demanding attention they deserve. However, simply making claims will do you more harm than good. Don't promise what you can't deliver. Before putting claims of any kind on your site, consider these tips: 1. If you say your product/service "will" do something, make darn sure it does... every time!
| | Get More Clients using Pull then Push MarketingWritten by Charlie Cook
Marketing is like rowing. You pull hard on oars to go forward, then lift them out of water and push them back to finish stroke and get ready for next pull. Once you’ve got sequence of stroke right, you and your boat slip forward through water and build speed and momentum. If you push when you should be pulling, boat goes backwards, or, even worse, you lose your balance and fall into bottom of boat. One of biggest mistakes people make in marketing their services is to simply PUSH information about their services and themselves out to prospects and hope that this will result in attracting prospects. Unless you are already a household name and in such demand that your phone is ringing off hook, this approach rarely attracts numbers of new clients you want. The result is that most marketing falls into bottom of boat instead of propelling your business forward. An alternative to typical push and hope approach to marketing is to PULL prospects in and then in context of a growing relationship, PUSH useful information out to them. If you want prospects to remember your firm when they have a need for your services, start by attracting their interest. Generate interest by focusing on what your potential clients want and problems they need solved. Use this client centered marketing strategy to pull prospects in so you can push your expertise out to them. Give them ideas they can apply instead of information about credentials, or past clients. Like rowing your boat, you won’t move very far unless you repeat sequence again and again. Are you pulling prospects in or just pushing your information out? Review your marketing materials to see if you have sequence right. Take a look at your web site, brochures, newsletters, correspondence and proposals. PULL TACTICS – ‘Client’ Centered Do your marketing materials 1.Begin with a clear identification of niche market(s) you work with? 1. Lead with client problems and concerns? 2. Use two elements above to create a picture that your target market can identify with? 3. Provide useful ideas that your target market can use and that demonstrates your expertise? 4. Offer something for free that is also useful to your target market and demonstrates your thinking?
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