Testimonial: Noun; 1. written statement testifying to a person’s merits, abilities, qualifications etc.  2.  given to show appreciation of services

This article looks into the power and value of gaining a ‘testimonial’: the reasons, benefits and results of giving, receiving and sharing them.

Everyone needs to feel comfortable and secure with the products/services being sourced and with the Companies we are thinking of dealing with. Careful research should always be taken in order to make good decisions. We particularly like personal recommendations and we like and need to identify with that person and/or organisation.  We like to know that other people have bought and/or used a particular product/service and have been very happy with their decision. Knowing that the product/service you are looking for has been tried, tested and enjoyed effectively by other like minded people/organisations is a vital key to the ultimate success and satisfaction of both parties. 

Therefore if you are looking to attract many more satisfied customers to your business then one of the most valuable resources you can use is publishing your Testimonials.  Ask your previous customers to provide you with their Testimonial – a simple, clear message of two to three lines is sufficient but aim to obtain more detailed ones with power and persuasion, Case Studies that tell the story of fears, problems, benefits, results, attributes and satisfaction levels etc.  If your customers are genuinely pleased with your product/service they will be more than happy to do this for you - especially as you will point out that it is also a great form of free advertising and publicity for them!  Make sure to add the customer’s full details as authentication and a brief synopsis of their business if you have made theirs a Case Study.

Asking for as many Testimonials as possible is also your Market Research as you will soon gauge if your customers are really satisfied and happy with you, your product and service.  And if not?  Then you will know that you have work to do to improve and develop your strategies for making better business decisions within your organisation!

So, to sum up ... Putting your well earned Testimonials prominently on your website and within your marketing material gives potential customers the confidence to seriously consider your product/service - and for your existing happy customers... some extra publicity.

A win - win situation!

  .

I have been promted to write this blog because I have noticed how many people are complaining about buying a contact list and paying hundreds of £’s for it and being frustrated by poor response, with many of the contacts having moved on or they have drawn a blank. On top of that, most don’t have email addresses so you will then need to phone them all for an email address – that can be tricky as getting past gate-keepers (like PA’s) is another blog. So often a tele-marketer is employed at more expense..

Another solution is to equip yourself with a Contact Management or CRM database software solution, like ContactMaker and then, why not set about building your own list. This blog contains some tips on how to do this effectively

For cost purposes, in these tips, we have concentrated on building your own list in house. This will be slower, but you will achieve much better results over the long term. Alternatively you could use a tele-marketer to help

Here are a few ideas on how to go about your own database then:

• Have a sign up form on your website and keep it very simple; we are not thinking here about an enquiry form. Keep it soft and friendly, and definitely not a hard sell.
• Why not put a ‘sign up’ link on every email that goes out from your business? Simply put the link into the signature block which is automatically added at the bottom of your emails.
• Network to collect names and contacts. However, whenever you collect data make it clear that you will be using it to keep in touch by email. You need people to opt in.
• Rather than collect blanket cards and email the lot, pick ones that are likely to be useful, or if you get a list telephone the likely ones and get their buy in.
• If someone says ”don’t add me to the list” don’t see it as a problem. You will not generate business by sending a message to someone who does not want it.
• If you have a team, then spread the word amongst them, that collecting email contact details is important to the business. Show them how the data is used. If they see the importance of collecting data they will remember to do it.
• Whenever you add someone to your contact list (or they join by signing up) send a welcome email right away. Welcome emails are very important as you can:
• Suggest that the contacts tell you a little about themselves and provide a link to a web form. This information will help you to send targeted emails.
• If there has been a mistake, then the contact can unsubscribe.

In conclusion

There are very good data bases like ContactMaker from CMB which will help you build an effective contact group.  If you don't want to do yourself then let a tele-marketer help you. CMB again can help. Then an excellent email management tool for MakingContact using something like Sentori will boost your chances significantly of getting the right result. If you don’t have time then you could outsource the email service for even more effective results – CMB can do this for you with our team of professional marketers – but thats another blog.  I would like to say thanks to Philip Bryan (Sentori) and Paul Sampson (Ignition4business) for helping me with this blog.

The view from Mars:  cosmic insights from the football astrologer Alan Ayre

Wayne Rooney was worried. Would Manchester United win anything now that it appeared that they couldn’t compete with Real Madrid, Chelsea and Man City for the best (most expensive) players?

But did he really have cause for concern? Maybe, but then again he could take some comfort from history: a good team has players who complement each other, said Sven-Goran Eriksson or as Sir Alf Ramsey famously explained to Jack Charlton (not the best centre half in the world, or even England) well, Jack, I don’t necessarily pick the best players...but you are quite a good tackler and good in the air, and I need those things...(what Alf really meant was he needed Jack to complement Bobby Moore). What Wayne really needs is someone to complement him (especially since Carlos Tevez moved to Man City< and can Sir Alex Ferguson provide that special partner. After all, telepathic partners have compatible cosmic links: not only is the star sign (position of the sun in the horoscope) important, the position of Mars (the warrior) is vital: e.g. Rooney (Sun Scorpio Mars Virgo) enjoyed a good partnership with Tevez (Mars Scorpio) and, if you remember, he did very well playing alongside Henrik Larsson (Sun Virgo). Instinctively Wayne must know that there is something not quite right in his link up play with Berbatov (Sun Aquarius Mars Aquarius) and, similarly, when he plays alongside Peter Crouch (Sun Aquarius Mars Aquarius) - for England - they look like strangers.

However, with Rooney as the main striker, Paul Scholes (Sun Scorpio Mars Scorpio) at the hub of the side, Rio Ferdinand (Sun Scorpio) at the centre of defence and Van der Sar (Sun Scorpio) in goal, United have a strong spine, but, you may be saying: yes, Scholes is important if United are to get the best out of Rooney, but Paul is coming to the end of his career, what then? Well, what about Darron Gibson (Sun Scorpio) stepping up? Whatever, you may also be saying, Wayne needs a strike partner on his wavelength, so? Well, Sir Alex could push Fletcher (Mars Scorpio) further forward, completely restructure midfield / attack, or better still sign a competent, under-valued, Virgoan target man – and Ferguson may just know where to find him.

For more astro-logical insights order your copy of FOOTBALL AIMS FOR THE STARS – How the constellations can affect planet football, by AK Ayre from Matador; also visit www.thefootballastrologer.co.uk

Your customers need to be your biggest fans.....

The cheapest form of advertising is referrals from satisfied customers.

TRUE ...BUT you need to condition this - it will not happen on its own ...

So, when you've completed a piece of work, installed a successful system, like a Contact Management/CRM system, or delivered the order, ask your customer if they are happy with it? (If not, be ready to put that right!)

If they are happy, then ask them. If required, then tell them, "I am trying to grow my business" (A positioning statement) Ensure the customer knows why you want it. Is there anyone they know who would need this, you can talk to or they can introduce you to.