Treat your clients like children

July 15th, 2010

Imagine a 5 year old boy. Let’s call him Tom.

Tom needs looking after as his mum has to work and you have agreed to help out for a couple of hours after school.

Now, Tom is a typical 5 year old boy. He wants to play football.  He wants to go to the park and climb up trees.  He has been at school all day and yet as enough energy to keep Greater London in power for the month of July.

You, on the other hand, are tired from a hard day of endless phone calls and email bashing.  You would just love to sit down and watch the latest kids DVD together.  After all it looks like rain and you don’t fancy getting wet.

What do you do?  Do you spend the next ten minutes explaining that the wind is picking up and the way that the cumulus nimbus clouds that are forming means that they is a definite probability of heavy precipitation?

Or do you start selling the DVD option?

Whether you have children of your own or not, common sense tells you that when communicating with a 5 year old you need to use simple language and be very clear in your requests.

And this is why I like to compare communicating with potential clients with communicating with children.

If a 5 year old can not grasp the concept of what your business is all about, then there is every chance that your potential client, who knows nothing about you and your business, will not either.

Here are my top tips for treating your clients like children.

1.  Avoid all jargon. There is a big danger that when we live and breathe our businesses, we tend to adopt the language and abbreviations of that business.  This is especially so for technically based businesses and NLP practitioners, for example.

Would you know what web-based CRM interface actually is, let alone know how it could benefit your business?  And how on earth does the average person on the street know how to define neuro-linguistic programming? Or life coaching for that matter?

A quick note on abbreviations – it is just plain rude to assume that your potential customers know what TLA’s are. (answer at the bottom of the article to find out what it means!!)

2.  Use simple language. Using the best part of a Thesaurus on your website home page can look exceptionally pretentious, at the best of times. At worst, if your reader has to pick up a dictionary to understand what you have written, no relationship is going to be built, is it?

3.  Never patronise. Go too simple with your language and your potential customer may take offence to be treated as someone who is one sandwich short of a picnic.  Coming back to Tom – he would certainly take offence to being talked down to and may reward you with a kick in the shins for be treated like a baby!

4.  Avoid using negative language. Tom is carrying a glass of milk across the room and you say to him “Don’t drop the glass”.  What do you think will happen?  Yes, there is every chance that Tom will drop the glass.  Our brains can’t process negatives so we just leave them out.

Think of commonly used phrases such as “Don’t Delay.  Don’t miss out on this special offer”.  Yes, that’s right.  There is a higher chance that your potential client will delay. Far better to use “Book Now.  Reserve your copy today.”

5.  Be very clear in your requests. You would never take Tom to a busy road and just leave him to cross by himself.  You couldn’t afford to take the risk of assuming that he may be street savvy enough to look for cars before crossing.

So, when communicating with your potential customers, whether it is a personal email, an advert or a direct mailing, always be specific with your call to action.

“Call me on 001 234 5678 before Friday at 12 noon if you would like to benefit from this 20% discount”

“Email offer@product.com by the end of the day to reserve your place.”

Never assume your potential customer is going to know what to do.  Be specific and clear and your customer will thank you for making it so easy for them.

5.  Reward with lots of praise and sweets. OK, Tom may be motivated by Smarties and your potential clients may not be.  But use the same principles.  Reward your customers with a simple “Thank you” or “I really appreciate your business” is just as valuable to building relations as continuing discount vouchers and referral rewards.

P.S.  TLA’s is short for Three Letter Acronyms.  Um, annoying isn’t it :0)

Posted in Marketing Design & Copy, Marketing Live Events, Marketing Small Business, Selling You & Your Business, Website & SEO Tips | No Comments »

Advertise your free stuff

July 13th, 2010

Advertising is a funny old game.  We live in a society that is bombarding us with adverts every minute of every day.

Some advertising is useful and informative.  Some advertising has even become part of our culture and language – think of the Heineken “Refreshing The Parts” campaign and Martini “Anywhere, Anytime, Any Place” (apologies for showing my age!).

But on the whole most advertising is useless and a complete waste of time and money for most of you reading this article.

Many business owners get confused with the terms “advertising” and “marketing”.  It is easy to believe that spending money on advertising is marketing your business.

I still remember the Business Link advisor who asked me the question “so, how are going to advertise your business?”

The question should have been “How are going to market your business?” as advertising is only one small part of an enormous marketing mix that you can choose from.

You will often hear me say that I don’t believe advertising works for the majority of small businesses. But as many of you see your competitors advertising, it is eaasy to feel you must be seen alongside them in the local newspaper or business directory.

I know I break the mould when I say “Don’t advertise.  Leave advertising to the likes of Coca-Cola and Persil Automatic. Spend your money on other marketing activities.”

And this not because I am anti-advertising.  It is because most adverts that many of you use just don’t work.

Poor copy writing, no call to action and bad designs are all reasons for an advert to fail.  As well as poor positioning and bad choice of publication.

So, if you are certain that advertising is a course of action you want to take then I would like to share with you my secret to successful advertising.

That secret is to advertise your free give away.

“You What?” I hear you cry.

Yes, advertise your free give away!

And this is especially so if you are selling a service such as interior design, beauty treatments, life coaching, nutritional therapy or corporate training.

A customer making a purchase cold from a single advert is highly unlikely.

People buy from people they like, trust and feel comfortable with – and this is why a bulk standard “buy me” advert fails time and time again.

Why does advertising your free give away work?

  1. People like getting something for nothing so are more likely to contact you
  2. Getting someone to contact you is the most valuable first step to building a relationship with this person
  3. You are always asking for the person’s contact details for example email address to send them the report, address to send them the discount voucher, phone number to arrange that consultation

Building your own database is the foundation to your business success.  And far better to advertise a quality, free give away to encourage potential customers to contact you and give you their contact details, then try and sell them something when they know nothing about you.

The next step is to build a relationship with your potential customers and the rest is easy ;o)

Quick Tip: depending on your give-away, you may attract a percentage of “freebie-hunters”.  Make sure you automate this give-away by using web based opt-in forms and autoresponders where ever you can and this will take up less of your time to deliver what it is you are offering.

Posted in List Building, Marketing Small Business, Selling You & Your Business | 2 Comments »

Stop selling what you do

July 8th, 2010

Your customers and clients rarely buy what it is that you offer, especially if you are a service based business.  It doesn’t matter whether you are a coach, photographer or website designer – people don’t actually buy the coaching, photos or websites.

And this is why most service-based businesses fail.  The life coach who is trying hard to sell coaching sessions for working mothers gives up after 3 months of networking.

The photographer who is desperately trying to sell wedding photography at every wedding fair he goes to begins to wonder whether he made the right choice leaving his corporate job.

The website designer who offers a bargain basement offer for building a 5 page website starts to discount her fees even further as she panics about next month’s cashflow.

What do all these small business owners have in common?  They are trying to sell what it is that they do.  A common, yet costly mistake to make.

What your clients buy are the end results.  They buy the benefits and rewards to the product or service you deliver.

People don’t buy coaching – they buy the business idea or new career path they get from going through the coaching process.

People don’t buy photos – they buy a gorgeous collection of memories, beautifully presented in leather-bound book that they just know the children they plan to have together will cherish sometime in the future.

People don’t buy websites – they want to found on Page One of Google and have email enquiries flooding in to their inboxes.

It was Heather Gillam of FitBizTraining who inspired this article and it was her that I give credit to one of the best names given to a fitness programme I have come across.

10 days ago I was feeling rather desperate. My mummy tummy muffin-roll had gone beyond cute and cuddly as even my “fat” jeans where uncomfortably tight and the thought of getting in to a bikini on my summer hols was filling me with dread.

Then in popped an email in to my inbox from Heather Gillam.  “Would you be interested in a joining my “guaranteed drop-a-clothes-size-in-a-month bootcamp” starting in 2 weeks?”

What me – be able to guarantee to drop a dress size in a month? Absolutely yes!!

Now, let’s go back to the context of this article.  What response do you think I would have had if Heather sent me an email on that same day and asked if I fancied joining her on a fitness programe?  I probably would have gone away and considered it.  But by packaging up her progamme as a “guaranteed drop-a-dress-size-in-a-month” programme, there was absolutely no room for any doubt on whether I should do this or not.  I even re-scheduled client appointments so I can make the twice weekly sessions.

So, how does this relate to you and your business?  Take a long hard look at what it is you are selling (and coaches – you are the worst culprits in this!).  Are you selling your service and products?  Or you are selling a dream?  A feeling?  A guaranteed result?

Because if you are not selling a dream, a feeling or a guaranteed result, then you need to re-proposition your offer right now.

Give your clients the results they want – and not what it is that you do!

Posted in Marketing Design & Copy, Marketing Live Events, Marketing Small Business | 8 Comments »

The secrets to creating time

July 7th, 2010

Can you really create extra time to spend on your business?

When you run your own business and work for yourself, spending time on your business can be hard to do.  After all, you are so busy trying to market yourself and then working on the clients you generate, spending time “on” your business can be hard to proritise.

Are you really able to increase the number of hours that you have in a day?

No, of course not.  Time management is such an awful phrase, isn’t it!  Of course you can’t manage time. Time just keeps ticking away the same way that it has been for millions of years.

What you can manage is yourself.  How you manage yourself in the hours that you have available is what counts.

And making sure you spend some of these precious hours working “on” your business and not “in” your business, is critical to your long term success (as well as your personal sanity!)

So how do you create the time for your business?

This topic comes up time and time again within my coaching and mentoring sessions (especially in regards to creating social media strategies!) and these were some of the strategies that we use to help create the time.

Use your diary. Whether you prefer electronic or good old fashioned paper, your diary can be used for more than just your client appointments and networking meetings.  Why not schedule in a “Meeting with Me” (and never re-schedule!).

Time commit your deadlines. Planning this month’s marketing is all very well, but if this planning session just doesn’t make it to the top of pile of things to do, it is never going to happen.  And all that means is another month of not setting up your LinkedIn profile or planning out your speaking strategy!  Set a deadline to projects.  Commit to a time, day and month – and stick to it.

Block out key days in your schedule. Whether you can work full time on your business or part time, you can’t work “in” your business all the time.  The magic formula that works for me is 3/5 working “in” the business, 1/5 on writing, setting up systems and general admin and 1/5 “on” the business for my business & marketing planning, including reviewing activity reports and statistics.

Learn and build your skills. It may be that it is your confidence or a lack of understanding that is stopping you from taking the time to plan out your business or marketing strategy.  Build up your confidence by going out to learn how to do plan a business, set goals and review your finances.  Don’t just stick your head in the sand and complain that you don’t have enough time.  That’s a poor excuse.

Little and often. Far better to spend one hour a week thinking, planning and reviewing your business every week, than leaving it until you run out of clients and start panicking about the lack of cashflow.  The business planning process becomes much more daunting then.

Take off and disappear. It is amazing how a change of scenary can allow us to be more creative with our business.  Sit and stare, let your mind think without your phone ringing or your inbox bleeping at you.  You may just come back to your business refreshed and renewed.

And finally, stop wilfing. A great term which stands for “What Was I Looking For?”  For those of you who spend hours being “busy” in front of your PC, searching for websites and reading articles, you may be better off pulling the plug and give those hours back to planning and developing new programmes.

What other ideas do you use to create more time for you in your business?

Posted in Business Attitude, Marketing Small Business | 4 Comments »

The 5 senses of marketing – how many do you use?

July 6th, 2010

Several months a go I wanted to order a bunch of flowers to be delivered to my sister-in-law in Brighton.  Wanting to find a local florist, I went to Google and searched for “florist in Brighton”.  The first florist I called very politely told me to look at their website and choose one of the bouquets listed there.

OK, I could have done this.  But I was actually in a bit of a rush and wanted to speak to a human being and do an order over the phone.

The second florist on the list was completely different.  Explaining again that I was looking for flowers for my sister-in-law who had just had a baby girl, rather than direct me to her website as the last business had done, she began to ask me questions.

“What’s your budget?”  “Did you have any particular flowers in mind?”  And then she started making suggestions.  She used terms such as “vivid pinks that clash beautifullly with lime green” and “scented without being over powering, which may be a bit much for a new mum”.  She created such a great picture of what it was I wanted that she had a sale from me, right there and then.

Using the 5 senses in your marketing is what makes the difference between a customer going away to make a decision (and probably never coming back) and being drawn in and stopping them in the tracks to make a purchase.  Here’s how to include some or all of the 5 senses in your marketing right now:

Sight – a picture is worth a thousand words so getting the right image to represent your product is essential. Don’t waste this opportunity with poor product photography or downloading an image that has been used a hundred times before.

Sound – using video in websites has been around for a couple of years now, but it’s becoming simpler and cheaper to include a well produced video to engage with your audience.  Jing is a great little piece of kit to get started with – use it to record yourself demonstrating a product or website online.

Taste and Smell – OK so perhaps technology is a little way off yet to give your clients smellivision, but tastes and smells can all be described.  If you sell a product or service that uses these senses, make sure you include a description of them in your sales pages.

Feel – as many businesses choose to market themselves on line via emails and websites, this important sense doesn’t get much of a look in.  Remember your leaflets and business cards – quality, thick card does make a difference!  Direct mailing may be more expensive but don’t ignore it because of the cost.  Your target client may well be more engaged with a glossy brochure or sample product coming through the post.

Posted in Marketing Design & Copy, Marketing Small Business, Selling You & Your Business | 7 Comments »

Is your website a help or a hindrance?

June 24th, 2010

Every business should have a website, right?

True.  Every business, big or small, should have some sort of web presence.  The internet is part of every day life and, as you don’t need thousands of pounds to get a business online now, there really is little excuse for a business not to a have a website created at some point.

But my question to you today is whether your website is a help or a hindrance?

Just because you’re online, doesn’t necessarily mean it’s doing anything for you.  And worse case scenario is that your website could actually be working against you.

Let’s look at how the average person uses the web.  Did you know that the average time it takes for someone to “read” a website is 3 seconds?

Think back to the last time you used Google to find something.  You may have been looking for the best place to buy toner cartridges for your printer. It could have been that you were trying to find a villa or cottage to rent for your holiday this summer.

Do you remember how long you took to make the decision to hit that back button and go on to the next website on the search results listings?  I am pretty sure it took you less than that average of 3 seconds on the websites that didn’t grab you.

How long would it take for a visitor landing on your home page to make a decision to stay or go?  1 minute?  10 seconds?  Or less than the average 3 seconds?

And imagine if they were on hold to their bank at the time.  Or waiting for a file to download on to their laptop, whilst they click through to your website.  How is your website grabbing their attention?

It could be that your website is being more of a hindrance, than a help!

Here are some of the common “hindrances” that I see every day on websites that don’t generate any leads or new clients for a business.

1. A website that talks about the company and not the potential customer. Look at your home page and for every “We”, “I” and your company name, exchange it for the words “You”, “You” and “You”.  People are only interested in themselves when they are looking for someone to help them. In a previous copy writing article, you can see why it’s all very well explaining you are the market leaders in what you do, but how is that going to benefit your clients?

2. A website that is so obviously “home-made”. You may have gone on a HTML programming course to save yourself a few pennies.  You may have even used your next door neighbour’s son who is studying IT at Uni.  But saving money on your website to end up with a site that doesn’t work in a particular browser or doesn’t display on a mobile phone will only push clients away.  There is really little excuse not to have a nicely designed website. Using blog platforms such as wordpress.org, for example, mean that you can have a simple, professional looking site that works, set up for as little as £500.

3. A website that has a fussy design, clashing colours and is more concerned with how pretty or trendy it looks.  Internet users want to find their information quickly, rather than hunt for it in cleverly worded menus or images.  Flash introductions just annoy – remember the 3 second time limit.  Unless your clients expect to watch a dancing cartoon or slideshow, they will be gone before it’s finished playing!

4.  A website with no obvious purpose. Static brochure style websites just don’t “do” anything.  They may look pretty and give lots of information, but what is that website visitor meant to do?  Picking up the phone and making an enquiry may just be too big a leap to make.  They will more than likely leave and move on to the next site on their search lists.

This last point has to be the one that I rant about the most.  A website with no obvious purpose is a waste of time.  It just floats around in hyperspace, gathering pixel dust and being ignored by by anyone who happens to stumble upon it.

For the majority of small businesses, the most effective purpose to give your website is to help build a database of potential customers.

The competition to be found through search engines is so fierce, you can’t afford to trust that your website visitors will bookmark your site and come back another day.  They will have found what they are looking for by then and you’ll have lost a client.

Having a website whose primary purpose is to invite visitors to leave their name and email address has been proved to be one of the most successful online marketing strategies to have for the majority of small businesses.

It creates the opportunity for you to build a relationship with that visitor so, over time, they trust you enough to become a paying customer.

How do you do this?  Capturing names and email addresses by offering something in return is something so simple and yet so many small business owners don’t do this.  And the easiest way of offering something in return is to offer a free newsletter, a free e-course or free report.  The options available to you are limitless.

You may be keen to start your own email newsletter but feel a little overwhelmed by the sheer volume of information out there.  I know I get enough emails asking me about them :) so if you haven’t started one or in the early stages of creating a database, then do check out my “How To Do Email Newsletters” programme starting this month.

In the meanwhile, start by checking out your website right now.  Ask yourself – is yours a help or a hindrance?

And what are you going to do about it?

Posted in Marketing Design & Copy, Marketing Small Business, Selling You & Your Business, Website & SEO Tips | No Comments »

The vuvuzela social media strategy: are you doing it?

June 15th, 2010

If there is one topic that is guaranteed to unite the whole nation, if not the whole world, at the moment is the dislike of those darn vuvuzelas at the World Cup Matches.  My OH, like so many other football fans, is watching the matches on mute as he can’t stand the sound of those droning horns.

So why is it that so many small business owners adopt this same approach to their social media?

The vuvuzela social media strategy comes in a couple of forms.

  1. Broadcast mode – visit someone’s twitter stream and all you see is automatic RSS updates.  Great if you are a publishing or news business, such as http://twitter.com/mashsocialmedia who have thousands of followers who follow because they want to receive the latest article posts.  But for most small business owners who adopt this approach, automatic broadcasting creates noise.  There is no engagement & although people may still “follow” you, they don’t really “listen” – you go on mute!
  2. Multiple postings – Yes, I know it’s easy to automate your updates so that the same update can be posted on Twitter, Facebook, LinkedIn, Myspace and any other social networking profile you have.  But just because it’s easy, doesn’t mean it works.  LinkedIn is used very differently to Twitter, so 20 daily tweets on Twitter is perfectly acceptable whereas 20 status updates on LinkedIn is noisy and clutters up your newsfeed.  People may still stay connected with you but they will hide your updates in their news feed – you go on mute!

The vuvuzela social media strategy is easy to set up but use it at your peril.  I love using automotive tools in business and simple set-ups such as adding your blog feed in to your social networking updates so that your new blog posts get automatically fed out is essential.  You just wouldn’t have time to post your blog post each and every day on all your profiles.

But go on automatic pilot for everything, all of the time and you will end up just like a World Cup football match:  followed but put on mute.

Posted in Online Networking, Social Media | 9 Comments »

The secret to writing great content for your email newsletter

June 10th, 2010

Coming up with new content for each email newsletter can be tough.  When you are starting with a blank screen or piece of paper, it can be hard to find the inspiration to write quality and compelling articles which encourage your readers to take action.

“What if people don’t like what I write?”

“What if people disagree with what I write?”

Those gremlins in your head are very good at asking cutting questions like these just as you start to bare your soul and sit down to write your next newsletter.

But it doesn’t have to be this scary.  Writing your newsletter article needn’t be tough at all.

The secret to creating content is in the very word “creating”.  Where most small business owners go wrong is they think they have to “write” new content all the time.

The pressure of having to come up with something that is witty, insightful or even just plain practical can be just too much.  So stop thinking about “writing” articles and start thinking in terms of “creating” them.

Here are my 5 top tips:

  • Interview an expert in your field – rather than putting all the pressure on yourself, why not go out and find someone to interview.  The fact that you are the one sending the information to your subscribers, will still make you the person or business that they turn to when they need help.
  • Check out your sent folder - go through all your sent emails over the past week and look for one that you wrote for a client or customer.  Did you answer a question for them or provide them with a few top tips?  If one client asked you for this info, then your subscribers would probably be interested too.  Turn this email in to a useful article for others to read.
  • Review a book or product – your subscribers may be interested in one of the latest tools or gadgets.  Showcase your expertise and give your opinion.  If you are a photographer, can you recommend some photo sharing sites?  If you are an image consultant, are there some new books out on Amazon?  If you are a business coach, can you review some training courses or programmes?
  • Create a recommended list of resources – a great way of giving value to your subscribers is to put together a list of recommended websites or resources.  Give your reasons why and show your subscribers why you are an expert in what you do.
  • Link it to your promotion – if you are running a special promotion this month or offering a new workshop, write around one of the challenges that you know your clients have before using that product or service. Not only will it provide interesting and useful reading, it will help your subscribers take action on what it is you are offering.

So there you have it.  Don’t try and sit there in front of a blank screen again.  Your email newsletter article won’t get written by itself and you certainly don’t want to lose out on an opportunity of getting in front of your potential clients.

And if all else fails, outsource the writing to someone else.  There are plenty of bloggers and writers out there who offer to write up articles for small business owners just like you.

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Posted in How to do Email Newsletters, Marketing Small Business | 3 Comments »

Why most small business marketing just doesn’t work

May 27th, 2010

There’s lots to do to market your business, isn’t there?  There’s stuff that you can do for free, like Twitter or Facebook.  There’s stuff that costs a little like networking and websites. And there’s stuff that costs lots like direct mailings and advertising.

But even though the amount of money you have to spend can go up aswell as down, there is a more valuable commodity that you will never have enough of.

Time!

It doesn’t matter how good your time management is, you will always have exactly the same amount of time as everyone else.  60 minutes in an hour.  24 hours in a day.  7 days a week.

Your competitors may have fatter wallets to spend from on their marketing but you are all on the same playing field when it comes to time.

And as a small business owner, who notoriously never has enough time in any given week, you need to make sure that the time you spend on your marketing activities is time very well spent!

So why do you still try to attract each new client one by one?

Too many of you focus your marketing activities on attracting individual clients.

Let me give you an example.  Business owners who sell services such as coaching or graphic design often use face-to-face networking as a marketing strategy.  This can never work for them long term because they go to a networking event with the sole intent of finding a new customer.  Even if the event may only cost them £20 or so, a networking event could take at least 4 hours out of your day.  Work out what your hourly rate is and each new client lead could be costing you £200 minimum.

If you convert 1 out of every 3 leads (I’m being generous here!!) that’s £600 per new customer.  And if an average customer spends less than a £1,000 with you, your profitablity margin stinks!

I know, I know – I have used pretty basic sums here and your hourly rate may be much higher than £50 and your average client spend could be £10,000 or more.

But I wanted to make a point here.  Face-to-face networking is important to build relationships and, to be honest, get you out of the office before you go mad and start talking to the plants!  I make the time to go to certain networking events and make it a part of my working month.  But to focus on face-to-face networking as one of your main marketing strategies is not going to work.

Stop chasing the one to one approach and focus your efforts on the one to many.

You can spend your time far more wisely by focusing your efforts of getting in front of groups of your target clients.

Speaking, article writing, affiliate relationships, running live events – these all focus on one to many.  And which approach you take depends on what you enjoy, what you are good at and where your target clients hang out.

Answer these questions and they’ll help understand which approach to take.

Question One: Where do your target clients hang out? This can be online or live events up and down the country.

Question Two:  What do your target clients read? Again, on and offline – blogs, trade publications, magazines.

Question Three:  What communications are you good at? Speaking is my favourite way of reaching out to people but I know getting up in front of an audience is not everyone’s cup of tea!  So if you don’t want to speak, can you develop your writing? Can you run virtual events?  Would you be good in front of the camera? Even perhaps do you need someone else to be the voice for your business?

Question Four:  Who has an influence on your target clients? Who already has a big Twitter following? Who already has a large mailing list, blog readers, subscription list?  Who runs the large events or heads up groups and associations?

Use the answers to these questions to help you decide on how you are going to get in front of groups of your target clients.  Whether it’s a campaign to get you speaking gigs over the next year or a plan to build an affiliate programme – you decide.

Just as long as it’s marketing one to many – and not one to one!

Posted in Marketing Live Events, Marketing Small Business, Neworking Tips | 6 Comments »

How to Get Testimonials Working Harder For You

May 20th, 2010

I am sure you all know that testimonials are a great addition to your website, leaflets and brochures.  Rather than bleating on about how good you are, let your clients tell it in their own words.

They work because its “social proof”.  The same way that 8 out 10 cats prefer Whiskers, your potential clients want evidence on why they should spend money with you.

But instead of getting evidence, most small business owners end up with pretty poor excuses for a testimonial.

“Steve was a really wonderful trainer.”

“We had such fun working together.”

“The widget is lovely to use and I wholeheartedly recommend it.”

Lovely words, but as testimonials they absolutely stink!

The demand for personal recommendations is getting higher and higher every year.  And with wishy-washy testimonials like these are, quite frankly, a waste of space.

A wasted opportunity!

For a testimonial to work effectively for you, it has to explain the benefits of what you deliver.  Here’s an example of one my testimonials that I have displayed on my business coaching page, kindly given by Lisa Turner from Pyscademy last year.

“I started working with Karen because although all the bits of my business were working they weren’t really integrated with each other. Karen helped me get some real clarity about the processes and steps I needed to make to achieve my goals.

After only a single session I achieved my first two goals – to start running teleseminars and to get bookings for an upcoming course. With Karen’s support and advice, I set up and ran my first ever teleseminar and as a direct result got bookings on an upcoming course. I am absolutely delighted with the result and how easy it was with Karen’s help.”

Why does this testimonial work harder?  Let’s break down the 3 key questions that were answered:

What was life like before working with me? Bits of Lisa’s business were working, but they weren’t integrated.  If I really wanted to push this testimonial further, I would have probably asked Lisa how that felt and added that, too.  Would it have been frustrating?  How much time did Lisa waste?  This helps a potential client to relate to the story being told.  “That’s just like me” you want them to say.

What process did we follow? I helped Lisa get clarity and we figured out some steps to take.

What were the results? Lisa got her teleseminars up and running, plus got clients booking on her course as a direct result of running her teleseminar.  And the whole process was “easy”.  Most of my clients come to me because they struggle to attract the right clients so this testimonial highlights that I can solve this problem, as well as make everything easy at the same time.

Make sure your testimonials provide the answers to these 3 key questions and your testimonial will speak volumes when it comes to evidence.

One final tip – don’t expect your clients to know this.  Most clients find it very hard to know what to write when asked for a testimonial.  This is why most of you end up with one of the “really lovely person” quotes.

Ask them these questions on the phone or in person, write down the answers and ask them if you could use these words as a testimonial.  Present them with this pre-prepared testimonial based on the exact phrases they said to you, and you’ll get testimonials working harder for you.

Footnote: For businesses trading in the States, you may also be interested to read this blog post here from Joe Comm who commented on the new rules & regs brought in by the FTC last year.   Evidence is important, but do make sure you know the laws of the country you trade in.  Overcooking is not only poor practice – it can be illegal!

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Posted in List Building, Marketing Live Events, Marketing Small Business, Running Teleseminars, Selling You & Your Business | 1 Comment »

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