In today’s post, I’m going to show you a powerful way to get more, great people talking about the services you provide. But that’s not all. I’m also going to explain how to overcome a major problem: how to get people to say the right things about you.
I’ll even throw in a world-class example of how it works.
Okay let’s go
The starting point, is to decide exactly what you want people to say. Otherwise, you’re relying on them making something up on the spot. And usually, when someone is asked if they can recommend a provider, it will be a generic, weak message.
For example, if you ask someone if they have an accountant they’d recommend, the reply is usually something like; “Sure. We’re happy with the (Whatever) Accountancy Firm”.
But all it really says, is that this particular person is happy with the service they receive. It’s the bare minimum. It’s vague. It says nothing about the service this accountancy firm provides. And it’s certainly not compelling.
Here’s why this matters to you: It’s entirely possible you’re already being regularly referred or recommended to great prospective clients. But you’re unaware, because, as in the above example, the referral is totally ineffective. And an ineffective referral is close to worthless.
Let’s see how the fastest growing companies overcome this problem.
How to get this right
Okay, let’s look at that accountancy firm again.
Only this time, they were professionally marketed and had already incorporated a short, memorable strapline in their branding. Something like “building stronger businesses”. If used correctly, that 3 word phrase would become an automatic part of their referrals.
So, instead of; “Sure. We’re happy with the (Whatever) Accountancy Firm.”
You get; “Sure. We’re happy with the (Whatever) Accountancy Firm. They specialize in building stronger businesses.”
That second referral is massively more powerful with far greater impact.
Think about it. If someone is looking for a new accountant, they’re clearly not happy with their current one. If we assume their existing accountant isn’t really interested in their business, a trusted referral about an accountant that focuses on building stronger businesses is exactly what they want to hear. Such referrals could be 2X, 5X or maybe 10X more powerful at encouraging people to call the accountant, than a simple “we’re happy with them”.
Here’s the thing: Most businesses make it too hard for their clients, customers or friends to know what to say when referring them. And it loses them a fortune.
Make it easier. Correctly integrate an easy to remember 3 or 4 word strapline into your marketing, so people don’t have to make something up on the spot. When you get it right, that strapline becomes part of the conversations people have about you.
That example took me 30 seconds to come up with. Now let’s look at a proven, world-class example of how this works.
How good is their food?
The marketing team behind Kentucky Fried Chicken wanted to give their diners a simple way to describe how delicious the food was. So, they made it very simple. They placed a short, powerful strapline on all their packaging.
It described their food as, “finger lickin’ good”.
And the rest is history!
Those who ate and enjoyed their chicken, now knew exactly what to tell their friends. Moreover, they were delivering an amazingly powerful, professionally written marketing message. Aware of its impact, KFC announced last month that they would suspend the use of the finger lickin good message, during the remainder of the coronavirus pandemic. See the 30 second KFC video here. Coronavirus can be spread through contact between your hands and mouth, including finger licking.
Regardless of whether you happen to like fried chicken, the mental image created with that message is powerful. The idea of people enjoying their food so much that they licked their fingers, would surely motivate their hungry friends to give KFC a try. Plus, because people who eat at fast-food restaurants know other people who also enjoy fast-food, it was pure, marketing gold.
So, the message spread. Millions or billions of times. Worldwide.
Take some time to think about want you want people to say about your business or the service you provide. Then, spend as much time as necessary crafting a powerful, extremely short strapline. If you don’t have the time or expertise to get this right, find a professional who will do it for you.
Just don’t keep missing out on great word of mouth referrals or targeted sales leads, because people aren’t recommending you correctly.