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Express Agent News
26 Oct 2016 issue
Selected article shown below. See all articles for this issue.
Strictly Business: Getting Noticed in a Noisy World
This week I saw one of those studies that claim we are exposed to over 3500 marketing messages every day of our lives. I have no idea how these things are measured, but when I see my junk mail, listen to the radio or surf the Internet, I believe it's true.
The challenge for any business is to get noticed in a vast sea of noise and nonsense. In a world of spam and "personalised" advertising, how will your business reach new customers?
My own sense is that advertising is less and less effective. I suspect that most of us are almost immune to it. I think our brains have become like television remote controls and we simply turn off, tune out and insolate ourselves from as many ads as possible.
On the other hand, I'm convinced that positive word of mouth is more trusted and more powerful than ever. We pay attention when a friend praises their mechanic, lawyer or other professional. How often have you gone to a movie, tried a new restaurant or even bought a car because someone insisted they "absolutely loved" it? Most of us have done that.
Rather than spend more and more on more advertising, why not invest in the customers you already have? Why not work with people you already know?
How do you do that? Simple! Here are two of the most common methods.
First, give great service. Go the extra mile. Do something "above and beyond." Surprise your clients and see what happens. I think you'll find the investment turns out to be a bargain.
Second, specifically encourage your clients to make referrals. Reward them with a modest gift or at least a thank-you card to every client who refers a friend.
It's easy, it's inexpensive, and it works.
By Philip Humbert
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