A Powerful and Easy Way to Make a Client Attraction Tool

 By guest author Logan Strain

One of the problems of modern marketing is that people are just too jaded. For a lot of people, every time they hear why some product or service is best anyone can offer, their eyes just glaze over.  And who can blame them?  A lifetime of being exposed to every form of marketing known to man has created a nation of people who are far too marketing savvy for anyone’s good.  Perhaps this is why word-of-mouth marketing is so powerful: because the promotion is coming from someone besides the company.  Even the most cynical of consumers will trust someone’s recommendation if they have reason to believe he or she has nothing to gain from that recommendation.  

But of course, word of mouth can’t be controlled quite as easily as other marketing methods, like a website or a yellow pages ad.  But what if there were a way you could harness a lot of the power of world of mouth and distribute it, just like you can distribute other kinds of marketing?  Fortunately, you can, and all it takes is a few of your loyal clients and a tape recorder.  Ask a few of your particularly satisfied long-time customers if they would like to sit down for an interview about the company.

Here a few suggested questions

Why did you choose my services?

Don’t settle for a one-word answer, either.  For example, if you run a chiropractic practice and they say “My back hurt.” Ask, “How did you back pain affect your life?”

Did you try other methods or services before you chose me?

Hopefully they will say something that sets up a neat little narrative, like “I tried for years to lose weight and get healthy, but couldn’t do it on my own.”

How have my services improved your life?

This is a good question because it essentially asks for an emotional response.  They will probably say how much happier and healthier they are since they started working with you

What would you say if you were to recommend me to a friend or relative?

Each interview should only last a few minutes. Now that you have a few powerful testimonials on tape, record your own introduction to them.  Something to the effect of:

“My name is (name) owner of the (business).  I want you listen in to some amazing conversations I have had with just a few of my many satisfied clients.”

Obviously, it should be tailored to your business, but it should also intrigue the listener and encourage them to listen on. At the end of the interviews, offer some compelling promotion.

Once you have everything in order, burn the whole thing onto a CD and make a bunch of duplicates.

How can you use these promotional audio CDs to your advantage.  Here are just a few ideas:

Mail them out to all your prospects

Getting a CD is a lot more interesting than just getting a marketing letter. It should include a cover letter that strongly encourages them to listen to it.

Put the interviews as a streaming audio file on your website

That way everyone who visits your site can actually hear how satisfied your customers are.

Hand it out to other business when asking for referrals

Local businesses don’t want to refer people to a company that aren’t confident will do a good job.  A cheap and well-produced audio CD can put their fears at bay.

Give them to your current client when asking for referrals, along with a coupon or gift certificate

This makes it much easier for your clients to give referrals

Record it as an outgoing message to a voice mail box

On your marketing materials, you can encourage people to call the number and listen to your testimonials

 Really, the ways you can use this is only limited by your imagination. 

 

This has been a personal trainer marketing post by guest author Logan Strain