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Must-Haves for Word-of-Mouth Marketing Success
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As a business owner wouldn't you just love to get all the new
business you could handle through referrals from your current
customers?
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803 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2006-09-26 10:48:00
Written By: Judy Murdoch
Copyright: 2006
Contact Email: mailto:judy@judymurdoch.
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Must-Haves for Word-of-Mouth Marketing Success
Copyright (c) 2006 Judy Murdoch
Highly Contagious Marketing
http://www.judymurd
As a business owner wouldn't you just love to get all the new
business you could handle through referrals from your current
customers? Especially if those referrals not only needed your
products or services but also were truly excited to be doing
business with you.
Would that be great or what?
So do you have all the referrals you can handle? If you said
"no," you have lots of company. A lot of business owners I talk
to tell me they would love to get more referrals but aren't sure
how or when to ask for referrals. Some business owners think they
shouldn't have to ask; that doing excellent work should be
enough to get clients to send them business.
Even if you do a superb job and have customers who are raving
fans, you probably aren't getting as much referral business as
you could. That's because it may be difficult for your customers
to explain to others what it is that makes you so great. It's
easy to recommend a restaurant because "they make the best
margaritas in town;" but how do you recommend a mortgage broker
or an accountant or a project management consultant?
Many of you, no doubt, know a lot already about word of mouth
marketing. You've read books, attended workshops, and attend
networking events. And perhaps you have enjoyed some success in
building your referral base. But wouldn't it be great if you
could accelerate the rate of referrals you receive? Wouldn't it
be greater still if those referrals were "five-star"
referrals": prospects who have been pre-sold by your referral
sources and are excited about the possibility of working with
you?
One approach I like a lot and am using with my own company is
called the N.U.D.E. Model of Referral Marketing^(TM)
approach because it's simple, makes intuitive sense, and
doesn't require lots of time or money to implement.
I also like the N.U.D.E. Model^(TM) because it's based on
evidence. In fact, the model was developed by a
mathematician-
of data), it's highly predictive. The founder of this material,
Scott Degraffenreid, has yet to have a client use this model and
fail to achieve at least a 300% improvement in their referral
customer base--most attain considerably greater.
The N.U.D.E. Model of Referral Marketing is based on the fact
that people like to give referrals because it makes them LOOK
GOOD. When you recommend your favorite restaurant to someone you
feel like you're giving them something special. When that person
calls you and say, "Thanks so much for recommending that
restaurant. We had a fantastic time!" You feel a little like a
hero. And to your friend, you probably are a bit of a hero. Now
think about how it feels when you can sincerely recommend a great
realtor or an attorney or a doctor? And think of how you feel
when you urgently need some service and you are referred to
someone who is a "gem."
However, there's downside. If the referred business does a poor
job...for example, when your friends visit the restaurant, their
reservation gets lost, the food is awful, and the waiter is
rude... you, the person making the referral, lose credibility.
This risk to our reputation and credibility is the reason why we
won't give a referral if we're afraid it will make us look
bad.
Your customers must not only love doing business with you...they
must also feel that you will do just as great a job for the
referrals they send you. According to the model, there is a
"recipe" that enables customers to give such heart-felt
referrals. The recipe is simple, there are only four factors
("ingredients"
the four ingredients, you create a condition in which this type
of viral marketing can occur.
Once the four factors are in place, you create a "Looking Good"
message. The Looking Good message is what your customers say to
people as part of the referral conversation. For example, a
beauty salon might use the Looking Good message, "We fix $10
haircuts." They could print the message on compact mirrors and
ask their customers to give the mirrors to friends who complain
about getting awful haircuts from cheapo salons.
The N.U.D.E. Model of Referral Marketing^(TM) can be used by
anyone desiring more referrals. Non-profit organizations,
government agencies, and job seekers can all benefit by using the
model.
The only caveat in using this approach is that your business
needs to have enough unused capacity to handle the increase in
business. Remember, businesses using this approach typically see
a 300% increase in their referral base. So when your customers
begin spreading the word, you'd better ready to delight the
prospects being sent your way.
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Judy Murdoch helps small business owners create low-cost,
effective marketing campaigns using word-of-mouth referrals,
guerrilla marketing activities, and selected strategic alliances.
To download a free copy of the workbook, "Where Does it Hurt?
Marketing Solutions to the problems that Drive Your Customers
Crazy!" go to http://www.judymurd
You can contact Judy at 303-475-2015 or judy@judymurdoch.
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