Are you the name on the tips of your clients lips?

Almost every business I come across says they get a lot of their clients from word of mouth/referrals. However when I ask them how many proactive strategies do you have in place to generate more referrals I get a blank look.

It’s not good enough to passively rely on referrals you have to actively encourage your clients to give them and reward them for doing so.

So how many referral strategies do you currently have? If the answer is none you’ve got a big pile of extra revenue waiting for you if you take action.

Quick Tip: No one wants your product or service.

They want what it will do for them.

This is a basic marketing principle but most people still talk about their product or service. Don’t make this fundamental mistake.

Take the time to understand the results you get for your clients and the value of those results. When you talk in those terms to potential clients you gain a critical marketing advantage.

Again don’t overlook this because you think you know it. The key question is are you really doing it?

To be effective your marketing campaigns MUST do these two things.

1. Get people to believe that by taking action, they will be better off than they are now.

2. Give them a compelling reason to act now, or human nature will kick in and they will put the decision off.

If you don’t have these your marketing may still be viewed a interesting but you can’t build a business on interest. You build a business around motivating people to take action that benefits them and in doing so also benefits you.

If you think this seems too simple, think again. Go and review all your marketing with these two things in mind and be honest do you get a double tick or is there some room for improvement?

My all time top 3 marketing strategies that work for almost any business.

1. Risk reversal/results in advance. When a potential client is considering your product or service there is risk in saying yes. The more you can do to reverse risk (think guarantees) or get them results in advance (trial offer, free reports, helpful content, etc.) the easier it is for them to say yes to trying you out.

2. Be the custom fit. This means market your product or service to a particular niche or niches. Use their language. Show them you understand their problem and have the solution. This is how you stand out in a really crowded market and avoid being compared on price alone.

3. Make an offer they can and will respond to. Every marketing piece must make a helpful offer people can respond to that moves them towards becoming your client. It has to be of benefit to them. To illustrate the point I saw an ad yesterday on Facebook for a well known car company. There as some very boring copy, an uninspired car shot and the call to action was…wait for it…Download A Brochure Today. WTF?

Almost no one is going to respond to that unless they are already considering buying that particular car. If it was me I would be wanting someone to come in and test drive the car. I’d make it fun and irresistible by adding some type of bonus just for coming in and giving it a try. What the bonus is would depend on the audience. It it was families I might have free ice creams waiting for the kids and have someone mind them whilst the parents test it out. Doesn’t cost much but would generate an insanely greater response.

So I encourage you to add these strategies to your marketing. If you have questions about how to apply them to your business 

There seems to be more competition than ever in just about every niche. However there is one simple thing you can do to stand out as I discovered on a recent trip.

I refer to it as the ‘little things that matter’ strategy.

Here’s two examples from my trip.

I arrived at our hotel with my wife and daughter. My wife has sadly been suffering prolonged effects of concussion. I mentioned this on check in as we are bit earlier than expected and wanted to make sure I could her into the room to rest.

The lady who checked us then did 2 little things that mattered to me. First she had genuine empathy (you can tell if it’s fake). Then she asked what she could to help my wife settle in. In the end she sent a complimentary fruit platter to the room with a lovely hand written card.

These little things made a world of difference to how we felt. In turn I have now given a very positive review to the hotel and will gladly recommend it to friends. They’ve won a lifetime client and advocate by doing some little things. Any hotel could do the same things but most won’t.

The second one was on the return trip home. We were driving home and my daughter feel ill with a stomach bug. Again it was the motel we stayed out. A very basic motel in the middle of nowhere but the mum and daughter who ran it constantly asked after her and if there was anything they could do.

Again a little thing but it made me feel much better. Again I would gladly stay there again and recommend them.

The last example is about my favourite drink – coffee.

There is a local coffee I went to over and over for a few weeks for a variety of meetings. Then it was months before I went back. But when I did the guy I dealt with remembered my name and my preferred coffee. Well played!

So what are little things you can do to delight your clients? They cost very little and arguably will make you more in return from loyal clients.