Word of Mouth – Search & Implement

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People only remember the extraordinary, strange, wild, surprising and unusual. You need to make sure your ideas and marketing reflect these reactions. This doesn’t mean you have to have a product or service that is completely out of the norm, in fact, this could easily drive customers away. You need to have a product or service that is high quality and easily marketable, then you need to market it as extraordinary and new. As you research word of mouth, there are some questions you need to ask along the way: What are the users willing to tell the non-users?

  • Exactly how do your customers describe your product?
  • What are the non-users willing to ask the users?
  • What are the things they need to know, but are unwilling to ask?
  • What happens when these issues are raised?
  • Exactly what do your prospects have to know in order to trigger purchase?
  • Exactly how do your customers answer the objections, concerns, and qualms of your prospects?
  • How do your customers persuade their friends to use your product?
  • How do your customers suggest they initially get to know or try your product?
  • What warnings, safeguards, tips, and suggestions do your customers suggest to your prospects?
  • Are your sales messages, positioning, and important facts about your product getting through and surviving word of mouth?
  • What messages do you need to inject into the marketplace in order to turn the tide in your favour and how will you deliver them?

There are two main reasons why word of mouth research is so important:

  1. To get the real impression and feedback from customers
  2. To define word of mouth itself and the concept it creates

There is a simple formula that can help you conduct your word of mouth research. It’s called the “2-2-2” model. 2-2-2- Model What this breaks down to is:

  • 2 groups of customers
  • 2 focus groups of prospects
  • 2 mixed groups (enthusiasts & sceptics)

In these groups you need to ask the following questions:

  1. What would you tell a friend?
  2. How would you persuade a sceptic?
  3. What questions would you anticipate from a sceptic?
  4. How would you answer their objections?

The best way to conduct these groups is by teleconference. This ensures you’ll get a good variety of demographics for your customers and potential customers. It also allows people to feel safe and more able to express their true feelings. These teleconferences should not be conducted by you, but an independent party to avoid adding pressure to the situation. We’re going to transition a bit and talk about how to construct a word of mouth campaign. First we’ll talk a look at the essential ingredients you need to put together a campaign. These ingredients are:

  • A superior product
  • A way of reaching key influencers in your marketplace
  • A cadre of experts willing to bat for you
  • A large number of enthusiastic consumers
  • A way of reaching the right prospects
  • One or more compelling stories that people will want to tell to illustrate your product’s superiority
  • A way to substantiate, prove, or back up your claims and how the product will work in the real world
  • A way for people to have direct, low-risk experience, a demo, sample, or free trial
  • A way of reducing overall risk, an ironclad guarantee

Once you have those ingredients ready to use, you should consider the situations in which your company can benefit from a strong word of mouth programme. Some of these situations are:

  • When there are credibility problems
  • When there are breakthroughs
  • When there are marginal improvements
  • Where the product has to be tried in large numbers or over time
  • Where there is high risk in trying the product
  • With older or mature products that have a new story that people tend to ignore
  • With unfair competitive practices such as spreading rumors, or telling lies about your product
  • When there are governmental or other restrictions on what you may say or claim directly

While, most of the word of mouth tactics are positive for your word of mouth programme, there are a few products to avoid using in this programme. They are:

  • Products where a seminar would not provide meaningful added value
  • Products that can’t be tried and where there is no consensus among experts
  • Products that are clearly inferior, without having a compensating superiority for similar products
  • Products that are so personal or emotion that rational discussion is irrelevant to the decision
  • Products where the decision value is so small (low price/low volume) the medium will not be cost-effective.

This wraps up this post on word of mouth research and how that research can be used when putting together your word of mouth campaign. If you need help with the research and a plan to use the results of that research, try our FREE test drive to get all the help you need with our top notch resources and tools. Go over to www.nacbusinessgrowthacademy.co.uk

How I help you to be Confident and what is NLP?

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I am asked on a regular basis about how I can make people more confident, what do I do and how does NLP work?

There is no quick answer to this so it’s not often I get to give the long answer.  I thought I would take the time to give more of an explanation.

My one to one clients are different from the bespoke programmes that I offer small business owners but eventually all will confide in me on both personal and business issues because I take a holistic view of their lives and check where they may need help.

Often people will come to me with what they think is the problem, when in fact it is a sympton of the real problem. I have been told many times that I unravel this in an uncannily speedy time! I think I’m just great at trusting my intuition, and often hear what is NOT being said.

Basically I use 4 main tools, although this is not the full tool kit;

A structure for the session including a main aim for the client in each one with action points to take away

The Wheel of Life in which to take that holistic view

Deep incisive questioning to make my clients more self aware and to answer stuff they have never thought of before

And Neuro Linguistic Programming (NLP)

NLP has, in the past, been viewed with scepticism but for me my licensed practitioner’s course was the best thing I’ve ever completed, for my own personal development as well as helping to exceed my client’s expectations (90% say they didn’t expect to have such great results in such a short space of time).

So what is it?

Neuro

The nervous system, including the brain and the five senses and how we interpret the information we receive via our filters

 Linguistic

The verbal & non-verbal language symbols with which we code & transmit meaning.

 Programming

The ability to structure our neurological and linguistic systems to achieve certain results.

 The Fundamentals

1. Know what you want (Outcome / Direction)

 2. Get the attention of the unconscious mind and become more self aware

 3. Know whether you’re getting what you want (Sensory Acuity)

4. Adjust what you’re doing accordingly (Behavioural Flexibility)

NLP makes some presuppositions as follows. These are not necessarily true but can be very useful for successful communication influence.

  • · The map is not the territory
  • · Each person is unique
  • · Having choice is better than not having choice.
  • · People make the best choice available to them at the time
  • · Every behaviour has a positive intention.
  • · There is no failure, only feedback
  • · The resources the individual needs are already within them.
  • · The meaning of a communication is the response you get
  • · There is a solution to every problem
  • ·· Mind and body are one system

So what sort of people come to me? I have coached barristers, politicians, accountants, managers, executives, nurses, teachers, students, construction workers, housewives, brides to be, sole traders, service providers, architects, bankers, web designers – you get the drift!

I have helped them to be confident in communicating, networking, speaking, presenting, interviews, managing people, managing personal relationships, focusing, being more successful, happy, reducing stress, releasing their creativity and genius, finding their feet again after a setback, marketing, getting rid of procrastination to take action, and much more.

I do this face to face as a one to one, telephone, skype, group coaching or deliver an interactive workshop or a combination of medias.

Confidence is key to so many things but that gives a flavour.

Please take a look at the testimonials on the home page or contact me for more information