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The Power of Information as Gift ™ to Built Relationships

IRaaS baseline is

“Send your customers to other businesses for free and See your business flourish”

IRaaS can often sound too idealistic to companies who have been in the era of the sales pitch too long. Many companies will be thinking, “Spending extra time and resources to help customers with their problems without any request for a sale, without any pitch at all? What’s in it for me?”

IRaaS isn’t completely altruistic. It’s based on a well-determined component of human psychology: the law of reciprocity.

The Law of Reciprocity

People are naturally inclined to imitate the emotions and actions we perceive in others. If someone smiles at us, we smile in return. If they scowl, so do we. It’s an instinctual, impulsive response.

IRaaS takes advantage of this natural inclination and turns it into smart, successful marketing strategy.

What is the law of reciprocity?

The law of reciprocity states that we repay, in kind, what another person has provided us. It’s a common mantra in our culture – the Golden Rule is another example of the law of reciprocity.

By offering to help customers find solutions to their problems, customers are in turn inclined to find solutions to the company’s problem – getting new customers.

IRaaS in Action. Here is a case of IRaaS in action we have talked about earlier.

Sarah, the housewife and Pete

Sarah, a housewife, meets a man named Pete at the grocery store. Pete sells high-quality, environmentally friendly light bulbs. Sarah doesn’t have any need for a light bulb when she meets Pete, but as they strike up a conversation she mentions a few things she does need – a house cleaner, a mechanic, and a place to find vintage records.

Pete tells her he knows his sister is very happy with her house cleaner, and asks for her email address so he can follow up and give her the name later. He sends her the following email:

Hi, Sarah –

Good to meet you at the store; I enjoyed our conversation. I spoke to my sister Julia about her house cleaner and she recommends Lupe Velasquez at xxx-xxx-xxxx. She says feel free to mention her name when you talk to Lupe.

I remember you also said you were looking for a mechanic and a good vintage record store. I didn’t know myself, but I asked around a little bit, and I hear very good things about Hoshi Motors and Rockin’ Records on Broadway. Apparently the guy to talk to about vintage records is named Dan, and he works there on weekday afternoons.

Hope that helps! Looking forward to keeping in touch.

Best,

Pete

Sarah is grateful to Pete for his help, and her natural response to that gratitude is to do him a good turn in exchange. She introduces Pete a man she knows who does environmental design, and who may need light bulbs for his projects. She mentions his name to a friend who’s looking to cut her electric bill and to her brother the next time she’s with him at the hardware store buying new bulbs.

Why does Sarah put so much effort into helping Pete? Because Pete put so much effort into helping her, without expecting anything in return.

In exchange for the trouble Pete put into introducing her to his network of people, he now has three potential new clients, all of whom need what he’s selling.

If Pete had instead put his effort into selling Sarah a light bulb she didn’t want or need, he might have made a single sale, but Sarah certainly wouldn’t be as eager to refer him to others she knew. Sarah’s not likely to want to help out a random salesman. But she will want to help out – and introduce to her own network of people – a friend.

The power of reciprocity will always be in your favor. The Copywriter guru Brian Clark put it this way

“First, you’ve gone out and either found or created something to solve a need they told you about. You’ve done them a favor, and they’ll want to repay that. If they’re in the market to spend six figures on an automobile, you’re the person they’ll want to buy it from.”

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8 Ways to Praise People and Win them Over.

In my professional and private life, I have adopted 3 main ways to praise people:

  • Catch people doing something good, and praise them instantly,
  • Praise people in front of other people,
  • Praise people in their absence

The first one is very effective. It has a tremendous impact on people self-confidence, motivation, and feeling of belonging. Whenever you find someone doing something good, reinforce the action by praising the person in the moment.

The second  one is very delicate and need to be used with great mastery and care.

The third is the most powerful and the most influential on people and has a boomerang effect. Everyone could practice it, at any time, without any limitation. There is no specific skill needed, but your wish to use it.

Most people are used to speak nicely about people only when they in front of them, but in their absence they will gossip and say mostly bad things about them or talk about things they don’t like in these people. It’s very common and it looks like a human trait. Many casual conversations are about pointing, highlighting the disliked  things in other people or events.

If you follow this practice you act like the crowd and you won’t stand out to become a people star and recognized leader.

How to practice  the technique of “Praise People in their absence”.

1. To start you need to choose voluntary to abandon the old fashioned way of talking about people in their absence. Instead of pointing, highlighting the disliked  things in other people, make it a conscientious choice Stop this practice, and praise people in their absence instead.

2. Systematically try to catch people doing something good. If you can, praise them in the moment. If not record in full detail  the event, and spread a praise of the event to the world. Next time, when the name the  person will pop up in a conversation, when appropriate, go ahead to tell other people your recorded story and express your personal admiration.

3. Praising in general terms like “he is nice”, “he is hard worker”, “he is smart”, “he is resourceful” still is good, but less effective than praising a person with reference to very specific story, event, achievement, etc. Being specific makes your praise more credible and make the person you are praising stand out effectively like an important and special person.

4. Make it a rule to praise   every day at least one or two persons in their absence. it could people from your team, family, friends, etc. If you could Double this number every month during the next 3 months, you’ll be flooded by invitations of people who want to become your friends. You’ll become a People Magnet.

5. When you start the practice of praising people in their absence, Try to do it in front people who are very close to them. Your praise will spread like a wildfire and reach your target in less than 24H.

6. When your target heard of your praise in his absence, he will feel good and things will look for him like you become his private PR agent, telling the whole world how important and special he is.

7. Practice undercover compliment and praise your friends, your colleagues, your kids, your wife, your husband, your investors, your peers  in their absence. Never stop to praise them. Make it an active choice of praising continually people in their absence.

8. You may be wondering when will you have again the opportunity to say some disliked things about people, like everyone does? It’s so good to be caustic, to ridicule people in casual conversation. it’s a world wide practice, so how can you stop yourself from practicing it? Won’t you look boring? Maybe looking boring today, is a condition for your full success tomorrow.

Praising and complimenting people in their absence is the Most subtle and the most powerful way to win people over. Start doing it actively and systematically from Today on, You’ll be stroked by the results.

Keep me in touch.

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Manifest Your Leadership With Emotions

Harvard professor, Gerald Zaltman, found that 95% of how we think is unconscious and emotional. To speak to the heart of people you need to master the language of emotions. Logical language is weak to move people, compared to an engagement to make people feel important.

Mary Kay Ash had built a multi-billion company based on emotional intelligence. At the time of Ash’s death, November 22, 2001, Mary Kay Inc. had over 800,000 representatives in 37 countries, with total annual sales over $2 billion at retail. As of 2008, Mary Kay Inc. has more than 1.7 million consultants worldwide and excess in wholesales of 2.2 billion.

Here is how Mary Kay Ash described the principle behind her life and business success: “I have learned to imagine an invisible sign around each person’s neck that says ‘Make me feel important’. I never cease to be amazed at how positively people react when they’re made to feel important. Everyone wants to be appreciated, So, if you appreciate someone, don’t keep it a secret.”

Emotions are contagious. The more positive the overall moods of people, the more cooperative they worked together and the better the results. Emotional leaders are consciously attuned to people, focus them on a common cause, build a sense of community, and create a climate that unleashes peoples’ passion, energy, and unified spirit.

Without Emotional Connection No Leadership is possible. Emotions are the shortcut to people mind.

The best book I’d recommend about Emotional leadership is “Primal Leadership” by by Daniel Goleman, Richard E. Boyatzis, Annie McKee

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How The Law of Reciprocity Could Help You.

The law of reciprocity states that we repay, in kind, what another person has provided us. It’s a common mantra in our culture.

Here are 2 powerful ways to put the Law of Reciprocity into action:

1. To recruit advocates for your business:

  • To recruit customers as advocates, become advocate for your customers,
  • To recruit peers as advocates, become advocate for your peers,
  • To recruit friends as advocates, become advocate for your friends,
  • To recruit strangers as advocates, become advocate for strangers

Start by asking yourself how you could become advocate for these people in a consistent way.

2.  To make new friends and attract people to you:

  • To make friends, start treating people like friends,
  • Treat strangers the same way you’ll treat a friend. It’s a replication of attitude that works very well to make new friends and attract people to you.

Start by making a list of the ways you treat your friends that makes them feel special, and replicate these attitudes with people you’d like to befriend.

Trust in the law of reciprocity, and you’ll see the miraculous results.

“The highest form of public relations is human relations. People buy from friends, so it’s crucial to make the human bond before you can make a lasting business bond.  Always Develop The Human Bond Before The Business Bond”. Jay Conrad Levinson

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20 Ways to Express Gratitude and Attract Love.

Wikiepdia defines gratitude as “a positive emotion or attitude in acknowledgment of a benefit that one has received or will receive.”

The Best way to express Gratitude is to Give Thanks, Send Thank-you notes, or Say “Thank you”  abundantly.

  1. Thank your wife after she cooked a nice meal.
  2. Thank your friend for lending you that Stargate DVD.
  3. Thank you college for the tuition. Send a thank you note.
  4. Thank You friend for spending time with you.
  5. Thank your friends for calling you.
  6. Thank your friends for visiting you.
  7. Thank your boss for praising you. Let him know how you feel when he gives you praises.
  8. Thank people who encourage you. Let them know how you feel when they encourage you.
  9. Thank God for  everything you can’t directly attribute to a person or an institution. Thank God for Good health. Thank God for Peace in your country. Thank God for All the good things happening in your Life.
  10. Send, annually, Thank you note to your Boss for the opportunity offered to you to contribute and serve.
  11. Thank your Neighbors to be so kind neighbors and how you appreciate to a neighbor to them.
  12. Send Thank you note to you local politicians for what they are doing for the community.
  13. Send, annually, Thank you note to the local Fire Fighters and Police departments for their dedication to keep the community a safe and secure place to live.
  14. Thank your Kids for bringing so much joy in your life and let them know how their arrival in your life brought so marvelous things to you.
  15. Thank your husband or your wife for caring and providing help and taking care of you. Let him or her know how special he or she is. Give Thanks abundantly here. It’s a privilege to have a good partner for life.
  16. Send Thank you note to your doctor for his dedication to your health and for his support to you family.
  17. Send Thank you note to your suppliers to let them know how you appreciate their support for your business.
  18. Send Thank note to your Local public transportation office to praise them for heir dedication to the community.
  19. Send annual thank you note to your customers for doing business with you.
  20. Send thank you note to the teachers of your kids.

Give Thanks Notes to heal the world, help friends, support your community. Thanks are intangible assets you can give again and again without being left broke.

“PEOPLE DON’T CARE HOW MUCH YOU KNOW… UNTIL THEY KNOW HOW MUCH YOU CARE.” John Maxwell

If you need inspiration to start, here is a GReat site with lot of Thank you notes samples : http://www.thank-you-note-samples.com/sample-thank-you-note-wording.html

Referral Thank You Note Samples
Sample business referral thank you notes.

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Your Brand is a Shortcut to Emotions.

People buy emotionally, and Harvard professor, Gerald Zaltman, found that 95% of how we think is unconscious and emotional.

To succeed in business you need to associate your product with one or several positive emotions. Once you’ve succeeded to to tie your products to a specific emotion, your brand will act like a trigger of this emotion.

Every time customers see your brand or your products,  they will feel this emotions or recall the memory of this emotion. And, when they will be seeking this specific emotion, your brand or your products will pop-up automatically in their mind.

Your Brand acts  as a Shortcut to Emotions.

To start you need to select intentionally the kind of emotion or senses perception you would like your business to be associated with. it could be:

  • Beauty,
  • Friendship,
  • Kindness,
  • Sexy,
  • Glamor,
  • Empathy,
  • Enthusiasm,
  • Simplicity,
  • Joy,
  • Hope,
  • Cool,
  • Happiness,
  • Belonging,
  • Acceptance,
  • Desire,
  • Fun,
  • Warm,
  • Euphoria,
  • Smell Good, …

The selected emotion or senses perception become your Sensual signature.

Your purpose is: every time a customer, a prospect or a stranger enters in contact with your business you want him or her to carry away this emotion or senses perception in his or her memory and share it with other people. This emotional connection makes you memorable.

You need to get memorable. Only memorable business will thrive in the new market conditions.

Once you have selected your sensual signature, you need to commit to it for years, 10 years, 20 years, and built it so strong and so unbreakable. If want an aroma-smell like sensual signature  for your business, elect one that express the best your business service and commit to it what ever the changes and comments in your environment.

You win with a consistent Sensual signature, not something that changes from one executive to another.

- Apple uses visual seduction to get into its customers mind. Beauty is a powerful emotional trigger. They dedicate all their engineering and design power to their God : BEAUTY.
- Craiglist use authentic ugliness to seduce customers. Craig Newmark, the founder of the site in 1995, call it “unbranding”. UGLINESS could be a Brand you stand for and use successfully.
- Procter & Gamble,  Nestlé , Las Vegas Casinos use aroma-smell-marketing to boost sales and create memories. Human beings are able to distinguish about 4000 different smell or perfume.
- Intel build a brand recognition with a very unpleasant music : the “Intel inside” jingle. Pain in the ears as their price.

We can go on mentioning several emotional marketing examples, but the most important thing to understand here is that you need to create your sensual signature:

  • it could be “frustration mixed with a great service”: long queue in the cold before entering a good restaurant or long time waiting before a star will arrive or before being accepted in a great club.
  • it could “arrogance mixed with dedication for a great service”: The IBM arrogance, we know what we are doing, just pay the big check and wait for the great result.
  • it could be “huggings and kisses”: Clothing Store used to welcome loyal clients by yelling their name once they enter the shop and are met with hugs.
  • it even could be “Indifference to client”, Luxury shop do that for their shop visitors till the moment they pick something to buy. it’s very powerful.

At the end of the day you need to select carefully your sensual signature and be consistent with this signature.

What is your Sensual Signature? Do you have one?

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How to Start Conversation with customers, partners or Strangers?

Everyone is talking today about the need for companies to start conversation with customers, partners or strangers to boost their marketing. But Conversation is not a Self Starter.

Many marketers have been misled by what is called “buzz techniques” or Buzz marketing: funny videos, shocking stories, statements or movies. These buzz techniques are good to “get attention“; they could start small talk, but in many cases they are too short-lived to build momentum for good a long lasting conversation to start. They rarely convert into business result.

Not all conversation are equal. The kind of conversation companies want is the one that help them to Be Wanted and Welcomed in their Customers’ and Prospects’ Mind … to quit from chasing customers to Customers coming to them … to  receive faster, more enthusiastic and more qualified responses to their promotion, and turn more customers and contacts into friends and voluntary advocates, generating a consistent word-of-mouth referrals and a non-stop viral buzz.

Yes, Starting this kind of powerful and irresistible conversation is possible. But How?

The answer comes simple: Befriend your customers and contacts One at a time. It’s a One to One to Millions marketing strategy, or the power of Befriending One Customer at a time.

The strategy is to change strangers into friends, friends into advocates, and advocates into customers. It works by offering Information as a Gift ™ to strangers, friends, customers and contacts.

For established companies, it means sending their customers to other businesses for FREE, as a powerful way to build loyalty and growth.

For start-up companies, it means finding or creating great content that would be helpful for their target population, and packaging this content in personal and attractive way, and send it to their target with the purpose to befriend, then convert them into customers. It works.

The more successful your company is at recommending other companies’ products and services that are relevant to its customer’s lifestyle and needs, the more likely it is that customers will extol the virtues of your company. They’ll reward you for it, too.

Your company gets a reputation for caring about people through this free exchange of information. When a person benefits from information you give them, they become an advocate for you. And the next time they hear someone looking for a service that your company provides, they’ll recommend you – in glowing phrases.

You can’t buy that kind of advertising, and it’s the most powerful positive conversation Starter.

Remember, we said “to befriend one person at a time!”.

Most marketers will exclaim to this statement with astonishment and signs meaning “that’s impractical”, “that’s impossible”, “that’s not possible in our industry”, “Our business is different”…

The mere truth is that most people in marketing and advertising positions today have been trained or formatted to think that “mass marketing is the King” and have sound expertise ONLY with the “big bang” approach: to reach thousands or millions with a single message at a time.

This approach has worked, and still works for many marketers, but its efficiency and effectiveness are losing ground. Customers acquired this way are lost the same way as they came, and to build loyalty you’ll need to invest vast amount of money, and slash your profit margin to keep them happy.

There is no ending to this approach.

Our previous post “Do you have the right to advertise?” explained very clearly the moment and situation in which You have the right to advertise and for what you have the right to spend your money.
I strongly advise you to read this post. It’s one of the Best articles you could find on this blog.

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Five Ways to Manifest Your Leadership under Any Circumstances.

You manifest your leadership when a bunch of people accept voluntary to follow You in order to accomplish something that is beyond the interest of each individual member of the group.

Here are 5 Ways to Manifest Your Leadership under Any Circumstances:

1. Authority
You know that You know, and you know what you are talking about, and your people know that you Know what your are talking about. Your confidence in who you are, what is your mission, and what you are after is Unshakable.

Authority is something magnetic. It attracts people to you, and you recruit the followers your need to make your dream a reality.

Your authority comes from the discovery of what is your passion in life, what is your mission in life, or your duty under the present circumstances. Once you’ve discovered your mission or your duty, Your authority manifest itself instantaneously. Then, you become Unstoppable.

Do you know what’s your mission in life? Do you know what is your duty towards your family, your country, towards the world, right now? Your leadership manifestation starts from your personal response to these two questions.

2. Historical reference
People are easily moved by stories, and are inclined to pay respect to their family, country or world history. Historical reference is always a starting point for great leaders. It helps connects people to their ancestors and create a kind of legacy to preserve, to emulate, and add credit to a mission statement which would sound arbitrary instead.

When you need to make a case, The best way to manifest your leadership is to go back to the history of the people you are talking to. Here are 2 examples from Obama two key speeches: his inaugural speech on January 20, 2009,  and his speech to to the Muslim world in Cairo on June 4, 2009:

Excerpt from Obama inaugural speech:

“Today I say to you that the challenges we face are real, they are serious and they are many. They will not be met easily or in a short span of time. But know this America: They will be met.

In reaffirming the greatness of our nation, we understand that greatness is never a given. It must be earned. Our journey has never been one of shortcuts or settling for less.

It has not been the path for the faint-hearted, for those who prefer leisure over work, or seek only the pleasures of riches and fame.

Rather, it has been the risk-takers, the doers, the makers of things — some celebrated, but more often men and women obscure in their labor — who have carried us up the long, rugged path towards prosperity and freedom.

For us, they packed up their few worldly possessions and traveled across oceans in search of a new life. For us, they toiled in sweatshops and settled the West, endured the lash of the whip and plowed the hard earth.

For us, they fought and died in places Concord and Gettysburg; Normandy and Khe Sanh.

Time and again these men and women struggled and sacrificed and worked till their hands were raw so that we might live a better life. They saw America as bigger than the sum of our individual ambitions; greater than all the differences of birth or wealth or faction.

Starting today, we must pick ourselves up, dust ourselves off, and begin again the work of remaking America.

We are the keepers of this legacy, guided by these principles once more, we can meet those new threats that demand even greater effort, even greater cooperation and understanding between nations.”

Extract from Obama speech in Cairo:

“As a student of history, I also know civilization’s debt to Islam.  It was Islam — at places like Al-Azhar — that carried the light of learning through so many centuries, paving the way for Europe’s Renaissance and Enlightenment.  It was innovation in Muslim communities — (applause) — it was innovation in Muslim communities that developed the order of algebra; our magnetic compass and tools of navigation; our mastery of pens and printing; our understanding of how disease spreads and how it can be healed.  Islamic culture has given us majestic arches and soaring spires; timeless poetry and cherished music; elegant calligraphy and places of peaceful contemplation.  And throughout history, Islam has demonstrated through words and deeds the possibilities of religious tolerance and racial equality.

I also know that Islam has always been a part of America’s story.  The first nation to recognize my country was Morocco.  In signing the Treaty of Tripoli in 1796, our second President, John Adams, wrote, “The United States has in itself no character of enmity against the laws, religion or tranquility of Muslims.”  And since our founding, American Muslims have enriched the United States.  They have fought in our wars, they have served in our government, they have stood for civil rights, they have started businesses, they have taught at our universities, they’ve excelled in our sports arenas, they’ve won Nobel Prizes, built our tallest building, and lit the Olympic Torch.  And when the first Muslim American was recently elected to Congress, he took the oath to defend our Constitution using the same Holy Koran that one of our Founding Fathers — Thomas Jefferson — kept in his personal library.

Islam has a proud tradition of tolerance.  We see it in the history of Andalusia and Cordoba during the Inquisition.  I saw it firsthand as a child in Indonesia, where devout Christians worshiped freely in an overwhelmingly Muslim country.  That is the spirit we need today.”

3. Numbers
People are fascinated by numbers: dates, count, statistics. To Manifest your leadership, Numbers  are one of your best friend.

Gandhi started India pacific revolution by asking a simple question “How 66,000 British officers would succeed to put in slavery 350 millions Indians?”

When you inject key insightful numbers in your presentations and speech, people tend not to question your argumentation, and you look far more convincing. “Show me the numbers” is the game you have to play. Science is based on numbers, so people tend to respect blindly numbers.

Here is an excerpt from Blink, the best seller book of Malcom Gladwell, that demonstrate the power of number to make a case:

“On a conscious level, I’m sure that all of us don’t think that we treat tall people any differently from short people. But there’s plenty of evidence to suggest that height–particularly in men–does trigger a certain set of very positive, unconscious associations. I polled about half of the companies on the Fortune 500 list–the largest corporations in the United States–asking each company questions about its CEO. The heads of big companies are, as I’m sure comes as no surprise to anyone, overwhelmingly white men, which undoubtedly reflects some kind of implicit bias. But they are also virtually all tall: In my sample, I found that on average CEOs were just a shade under six feet. Given that the average American male is 5’9″ that means that CEOs, as a group, have about three inches on the rest of their sex. But this statistic actually understates matters. In the U.S. population, about 14.5 percent of all men are six feet or over. Among CEOs of Fortune 500 companies, that number is 58 percent. Even more strikingly, in the general American population, 3.9 percent of adult men are 6’2″ or taller. Among my CEO sample, 30 percent were 6’2″ or taller. The lack of women or minorities among the top executive ranks at least has a plausible explanation. For years, for a number of reasons having to do with discrimination and cultural patterns, there simply weren’t a lot of women and minorities entering the management ranks of American corporations. So today, when boards of directors look for people with the necessary experience to be candidates for top positions, they can argue somewhat plausibly that there aren’t a lot of women and minorities in the executive pipeline. But this is simply not true of short people. It is possible to staff a company entirely with white males, but it is not possible to staff a company without short people: there simply aren’t enough tall people to go around. Yet none of those short people ever seem to make it into the executive suite. Of the tens of millions of American men below 5’6″, a grand total of ten–in my sample–have reached the level of CEO, which says that being short is probably as much, or more, of a handicap to corporate success as being a woman or an African-American. (The grand exception to all of these trends is American Express CEO Kenneth Chenault, who is both on the short side (5’9″) and black. He must be a remarkable man to have overcome two Warren Harding Errors.)”

4. Emotions
Harvard professor, Gerald Zaltman, found that 95% of how we think is unconscious and emotional. To speak to the heart of people you need to master the language of emotions. Logical language is weak to move people, compared to an engagement to make people feel important.

Mary Kay Ash had built a multi-billion company based on emotional intelligence. At the time of Ash’s death, November 22, 2001, Mary Kay Inc. had over 800,000 representatives in 37 countries, with total annual sales over $2 billion at retail. As of 2008, Mary Kay Inc. has more than 1.7 million consultants worldwide and excess in wholesales of 2.2 billion.

Here is how Mary Kay Ash described the principle behind her life and business success: “I have learned to imagine an invisible sign around each person’s neck that says ‘Make me feel important’. I never cease to be amazed at how positively people react when they’re made to feel important. Everyone wants to be appreciated, So, if you appreciate someone, don’t keep it a secret.”

5. Detail work
Every leader has to master and demonstrate his ability for detailed work in order to manifest fully his leadership. You impress people with detailed work, and built credibility by mastering the art of filtering vast amount of information, organizing it in a comprehensive framework, and presenting it in way that show the master of the details and your ability to synthesize.

Alan Ehrenhalt, the executive editor of Governing magazine, in Newsweek, how Obama 8 years spent as state legislators prepared him for detailed work and made him the best candidate to win US presidental Election:

“During the years that Obama served in Springfield, 1997-2005, he was forced to wrestle with the minutiae of health-care policy, utility deregulation, transportation funding, school aid, and a host of other issues that are vitally important to America’s coming years, but that U.S. senators are usually able to dispose of with a quick once-over. State legislators have to do this largely on their own, without ubiquitous staff guidance, because staffing is not lavish even in the more professional state capitols. They enter into day-to-day bargaining relationships over the details of legislation with colleagues of both parties; there is no one else to do it for them. At the end of the session, they are likely to know the strengths and quirks of nearly everyone who serves in their chamber.

When Obama was in the Illinois Senate, he was obligated to sit down in a small room day after day with his Republican counterparts and work out the details of legislation expanding health-care coverage and revising campaign-finance law. He played in a regular poker game in which party and ideology were utterly irrelevant. Maybe there are still poker games in the U.S. Senate. I haven’theard of one lately”

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Send Your Customers to Other Businesses for FREE to Build Loyalty.

“What you Say? Send My Customers to Other Businesses for Free as a way to Build Loyalty and grow my business!?”
It sounds like complete folly.
Why would I send my customers away?
It’s very unconventional, but terribly powerful.
And, It’s in this way that Linkcrafter is transforming the marketing landscape, changing the lives of small business owners, freeing millions of entrepreneurs from marketing stress and uncertainty.

Here we go, Instead of giving Planners, calendars, T-shirts, Mugs, coupons, or other material or monetary gifts to customers to build relationship, what in most cases fail to build loyalty, Linkcrafter helps you send your customers safely and securely to other businesses as a powerful way to build Loyalty and grow your business.

Yes, It’s about Sending your Customers to other businesses for FREE as a way to build Loyalty and Growth. And It works.

The old era of egocentric sales pitches never entertained the idea of sending customers to other companies, for any reason. They held on to their customers tooth and nail, even if they didn’t have anything the customer needed at the time.

Companies wanted customers to pay attention to their company, and no one else.

Apparently, no one ever mentioned to those companies that no business is an island.

Customers need more than one company to satisfy their everyday needs and desires. “No company owns enough resources – or can possibly own enough – to furnish unique experiences for every customer,” said C.K.Pralahad in The New Age of Innovation. “Companies must organize a constantly shifting global web of suppliers and partners to do the job.”

A customer experience includes satisfaction in all the customer’s needs for their everyday life. It isn’t enough to sell your customer the microwave oven that person needs. The customer also needs clothes, baby food, music, a good carpet cleaner, a certified massage therapist, and an antique hood ornament.

No company in the world could possibly give a customer every single thing he or she desires.

In short: it takes a village to create a customer experience.

You’ll be recommending companies to your customers that you personally have selected as the best for their needs. You won’t be giving them referrals to professional service and product providers simply because you’ve agreed to – you’ll be giving them the companies that you sincerely believe are the most qualified professionals to meet your customers’ needs.

And your customers will love you for it.

That reputation will buy you customer loyalty and enthusiasm that is impossible to get through any other means.

Linkcrafter marketing solution often sounds too idealistic to companies who have been in the era of the sales pitch too long. Many companies will be thinking, “Spending extra time and resources to help customers with their problems without any request for a sale, without any pitch at all? What’s in it for me?”

The more successful your company is at recommending other companies’ products and services that are relevant to its customer’s lifestyle and needs, the more likely it is that customers will extol the virtues of your company.

Your company gets a reputation for caring about people through this free exchange of information. When a person benefits from information you give them, they become an advocate for you. And the next time they hear someone looking for a service that your company provides, they’ll recommend you – in glowing phrases.

You can’t buy that kind of advertising.

Linkcrafter web based relationship management solution helps you to engage with other qualified companies to co-create customer experiences. You’ll work within a network of partners, all of whom can provide your customers with products and services that are outside of your area of expertise but that are essential to making sure the customer is completely satisfied.

Learn to Co-Create

Through Linkcrafter, you’ll be able to co-create complete experiences for your customers with other companies. You’ll collaborate with these companies to understand exactly what your customers need and how to get it to them.

Your customers will look to you as a resource, a guide, and a trusted ally.

Is Your Company Still in the Dark Ages?

Most companies aren’t prepared for this new approach to marketing. Companies who co-create customers experiences with other qualified companies will keep themselves far ahead of the competition.

How do you accomplish all of this? We’re not going to lie. It takes a change in mindset.

Business people become super-connectors, people who know a lot of people, and know their interests, skills, and needs of everyone in their social or business circle and connect them together.

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Who are Your Company's Evangelists on Social Medias? And Why?

Two kind of people are actively talking about you on the social medias (blogs, twitter, social networks, consumers forums, buyers forums, etc.): Your detractors and Your Promoters.

There is in fact a third kind of people who are just spectators: your passive satisfied customers. They won’t move their fingers to defend you or write a testimonial about you.

Social medias are the conversation engine of  today. Most consumers take their buying decision based on the opinion of your Promoters and your Detractors. You need to care about this, because The new economy is based on advocacy. For example, a Mckinsey marketing study found that 2/3 of US economy is now based on advocacy:  Friends telling friends what is hot and what is not.

Only 14% of people trust advertising, 69% are interested in advertising blocking technologies, and 78% of consumers trust one to one recommendation from friends.

That’s the reason why the Law of the few in marketing states that 90% of your present customers are brought to you by 10% of your contacts (customers, prospects, friends or strangers) who like you. These people are your  Natural advocates. They are your Friends, your Evangelists.

Your Detractors and Promoters have one thing in common: they are emotionally engaged in, express appreciation based on personal experience. Ones say “I love them”, Others say “I hate them”.

Your Promoters are customers, prospects and even strangers who like you and your business. They can’t help but singing to the world nice songs about how great, how magnificent, how terrific you are. They are your advocates.

Your business flourishes when more than 10% of your customers become advocates; You thrive when 30% turn advocates and you become irresistible when like Apple 78% of customers are your fans, and go beyond advocacy to create Ads for your brand with their own money and resources.

Frederick F. Reichheld and Thomas Teal found that an increase of 5% of your promoters will yield your profits 25 to 95%.

You detractors are customers who don’t like you and your business. Contrary to a popular belief, Your detractors are not customers who are not satisfied with your product or service. Marketing research revealed that 68% of customers who defect and become your detractors do because of the way they have been treated by your employees during a transaction or customer service operation.

They are unhappy because of they way you’ve treated them, and they want the whole world to know how bad you are with your customers.

You business is stagnant because your Promoters are less than 10% of your customers base. Your business suffers from mixed image and faces marketing struggle because the percentage of your detractors are over the percentage of  your promoters.

All businesses have detractors, but you need to be careful, and actively take action to limit their number and address their complaints.

I strongly recommend the following two articles for reading:

  1. The One Number You Need to Grow
  2. Customer Satisfaction and the Success of Your Organization