Advertising and marketing advice for small business

Getting Customers to Help You Market

by Candace Schoner
Top Dog, Lapdog Productions, LLC

Third-party endorsements are very powerful and can be used in a variety of ways to add credibility to any business. If you are searching for a contractor to remodel your home, which would you prefer? Putting a blindfold on and selecting a name out of a hat or getting a recommendation from someone you know.

Chances are you already have several third-party endorsements but may not know how to ask for a recommendation. Never be afraid to ask for a referral if you have done a good job. Most professionals are happy to have qualified vendors whom they can refer to their personal network of friends and business colleagues.

Simply knowing that you are good is not enough. Ask your customers what they liked most about your product or service. Often it is some small, obscure thing you do that sets you apart from your competitors. Having a customer describe your attention to detail or the quality of your work will resonate far more than if you say it yourself.

The best time to ask for a referral is when the job is complete. If you have truly met or exceeded your customers expectations, a referral from them should be a piece of cake. If they hesitate, ask them directly why and if there anything you can do to earn their referral. Once a customer is willing to sing your praises, ask if they can give you a name of someone who might need your services. If not, ask them if they would provide you with a quote to use for your marketing purposes.

Customer quotes can be used on almost anything. Put them in brochures, catalogs, cover letters, emails, and on Web sites. If you have one super quote, try putting it on the front of your brochure. Make it the first thing your prospective customer see. If you have several qoutes, you might want to sprinkle them throughout your brochure to add credibility to your copy. Instead of saying that you work with ABC Corporation, include a quote from ABC's president about the excellent job that you did for them.

If you plan on running ads on radio or TV, ask your customers for an on-air endorsement. Having quotes in writing is powerful—presenting them on tape is even better. If your customer is willing to take the time to record a testimonial for you, it speaks volumes to would be prospects. Of course, not everyone is ready for prime time. Before you ask someone to speak on your behalf, be sure they have an excellent reputation, suitable appearance, and good speaking voice.

Remember, the key to any good marketing effort is planning, attention to detail, a strong message and choosing the right medium to target your specific prospects.