Startup Guide to Guerrilla Marketing. Jay Levinson Conrad
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Название: Startup Guide to Guerrilla Marketing

Автор: Jay Levinson Conrad

Издательство: Ingram

Жанр: Экономика

Серия: Guerrilla Marketing

isbn: 9781613080337

isbn:

СКАЧАТЬ That’s why every Federal Express supervisor is authorized to grant a $100 refund on the spot, no questions asked, for any delayed shipments. A $100 refund is a small price to pay to keep an $18,750 a year customer.

      The chemistry of a long-term relationship is as complex as the chemistry of a long-term and happy marriage. The starting point is a commitment to the happiness of someone else. The next point is a goal not of customer satisfaction, because that’s relatively simple and common, but of customer bliss—exceeding the expectations of customers, giving more than they anticipated, and caring more than they’re used to sellers caring.

      To do this, you’ve got to learn about them. You learn first by listening to them, then by asking more questions and listening carefully once again. Guerrillas often ask those questions on their web sites or with specially prepared customer questionnaires, which solicit personal information. By knowing the personal likes and dislikes of your customers you can render personalized service—clipping articles of interest to special customers or recognizing their achievements and the achievements of their families or businesses.

      Some additional ways to use a personal touch when dealing with customers are:

      • Handwritten notes on mailings make the customers feel singled out.

      • Phone calls that are not part of a telemarketing campaign accomplish the same.

      • Using the customers’ names, talking with them on nonbusiness topics.

      • Alerting them to special new products or services you have available.

      • Responding instantly to their calls, e-mails, faxes, and letters.

      All those seemingly insignificant actions act as beneficial catalysts in the chemistry of a healthy buyer-seller relationship. The more details you know of your customers’ lives and businesses, the more empowered you are to mention those details, making each customer feel unique and special rather than part of a large demographic group.

       CHAPTER 6

       THE TOP TEN ATTRIBUTES OF A GUERRILLA MARKETER

      We hope you’re not misled by our top ten choices here. If we had more time, we could make a case for 200 choices. Our fear is that you’ll become so focused on these ten that you won’t aim your gray matter at other attributes. So say after us, “I (state your name) promise to open my mind to more than merely the top ten attributes, and will consider them a path more than a final destination. That crucial point I acknowledge and swear.”

      While beginning your march forward into your first guerrilla marketing venture, be extra careful not to stumble with your first step—the selection of a name. Many companies do, which is why so many have misguided and misleading names. To prevent yours from faltering at the outset, there are be-sures to help you do a bang-up job:

      Truly good names are like teeny-tiny poems, like “Lean Cusine.”

      • Be sure it breaks the rules. Names that easily fit in with the crowd are names that are easily forgotten. Your name should command attention right at the start, then maintain that attention throughout the life of your business. If it reminds you of any of your competitors’ names, drop it before you help them.

      • Be sure it forces your competitors to wince. Your registered brand name is something they can’t take away from you, so be sure it makes them feel uncomfortable. It if makes them squirm and they can’t copy it, you’ve done a good job in the naming department.

      • Be sure it is simple to pronounce and spell. Hah! We should talk with a name like “guerrilla.” Eighty percent of people who visit our web site spell it wrong, forcing us to buy up all the misspellings and to name our web site www.gmarketing.com. Hey, do as we say, but don’t always do as we do, especially in the easy-to-spell department.

      • Be sure it tells a story or makes a promise. Truly good names are like teeny-tiny poems, like “Lean Cusine.” Each letter, each word, each sound should work with the others to deliver a message. The right name will actually attract customers to your business. That’s only one of the reasons why it is such a potent marketing tool.

      • Be sure it suggests a feature or a benefit. Think of the most powerful benefit that you offer, then create a name around it. When customers see your name, they will be clear about what you offer to them. How many names fail to do that? Most of them. Don’t let your name be one of them.

      • Be sure you take a chance with your name. Putting it into the comfort zone is like putting it into the invisible zone. Make people sit up and take notice the moment they see or hear your name. If they read it, then forget it, you didn’t take a chance. Guts and courage are part of the name game.

      • Be sure you don’t name yourself into a corner. Don’t call yourself Pied Piper Children’s Furniture if there’s a chance you might become a purveyor of general furniture as well. Don’t be Blake and Austin’s Repair Shop if Blake and Austin might not be partners for life. Don’t let your name prohibit you from expanding, diversifying, or growing. Name changes are like having teeth pulled, only more painful.

      The keys to bad names are those that are tough to pronounce, limit your business, exaggerate, or might remind folks of another company.

      The keys to bad names are those that are tough to pronounce, limit your business, exaggerate, or might remind folks of another company, and are spelled “guerrilla” because they’re a bear, not a gorilla, to spell. You know our feelings about those.

      If you’re going to use the СКАЧАТЬ