Posted on the Testimonial Systems website is a testimonial from Kevin J Ryan about the massive results Kevin is experiencing from implementing one small idea.
It’s amazing the effect that small ideas can have when you actually bother to implement them.
I just heard today about a guy who buys every marketing product he can get his hands on, but they’re still sitting sealed on a bookshelf.
What’s the point if you don’t implement?
This week sees the launch of Testimonial Machine, the only information product that provides a complete solution for business owners who want to fully utilize the power of testimonials in their marketing.
Testimonial Machine is so much more than just helpful information. It’s a complete system that shows you:
There’s a ton of information contained in the system, broken down into easy-to-use sections that guide you through the creation of your own comprehensive and customized testimonials system.
Find out more about Testimonial Machine and purchase your own copy, backed by my 60 Day Money Back Guarantee, at the Testimonial Machine website.
The Register reports today on new developments in technology that could really change the TV advertising we see. Graphics processing hardware has become so fast that product placements can be targeted and digitally inserted into TV shows and movies watched at home. As they explain:
Imagine that you search for, say, a blender on Google one afternoon, then that evening when you sit down on your couch to indulge in a little mindless Big Bang Theory video-streaming entertainment, you’re treated to Sheldon and Leonard* in a bit of madcap smoothie-making madness with a seven-speed Oster BVCB07-Z. Your next-door neighbor, however, whom the all-seeing intertubes know to be of more modest means, sees the same hijinks – but they’re taking place with a low-rent Oster 6706.
This video shows how the technology works.
The John Lewis Partnership is a British retail institution. Founded in 1929 as a company owned by its employees, known as ‘partners’, today the chain of department stores shows us how to survive at a time when other retailers like JJB Sports, Jessops, HMV and Woolworths have all gone bust. What have John Lewis done differently and what can local independent stores learn from this?
For years, John Lewis was famous for its promise to be “Never Knowingly Undersold”, a claim that, as the Guardian explains, is not as strong today as it used to be. The reason is cutthroat competition from Internet retailers forcing margins downward and John Lewis deciding that they simply weren’t going to play that game. The store has included extended warranties in their price for some time, however now the company will only match prices and issue differential refunds when the offering from another local retailer – with a physical location – has a matching warranty. The price-match rarely happens because John Lewis tends to offer longer warranties than their competitors.
The decision by John Lewis to water down their low price guarantee with their revised T&Cs hasn’t affected their ability to make money while other high street names are going to the wall. The group’s year-on-year figures for the week to February 2nd 2013 show that sales overall are up 20.6% and their Tamworth store saw an increase of 36.4%. While some businesses have disappeared after desperately trying to reinvent themselves to stay relevant in the internet age, John Lewis has been raking it in.
The secret for John Lewis’s success is obvious to its customers – the service. John Lewis department stores distinguish themselves by having salespeople who actually know about the products they’re selling and make the shopping experience a pleasure. Of course it helps that the stores only carry products that they have tested to ensure that their customers will be satisfied with them.
The horror stories that you often hear about how high street retailers dump all over their customers are hard to find for John Lewis. They just seem to know how to look after their customers.
Perhaps the joint ownership of all the partners, who also deal with their customers face-to-face every day, has something to do with it. They take pride in what they do, knowing that looking after valued customers will reward them with continued employment and a bonus in their pay check.
The department store group has built a loyal following over the years. Regular customers who need to purchase televisions or fridge freezers will often go straight to John Lewis and make a purchase on the spot, without even thinking of comparing prices. My own mother purchased a new washing machine from John Lewis over the phone, without seeing the model in person until it was delivered. She knew it was almost impossible for it to be a bad buying decision.
The John Lewis Partnership knows what its customers want – peace of mind:
How else can you explain people paying up to 10% or 20% more than they need to for a product with an inclusive three or five year warranty?
The firm hasn’t been challenged by online shopping. Far from it, in fact. Their online sales for the first week of January were up 48.5% on 2011. John Lewis customers are not so price sensitive. They know where they want to spend their money, even if its not the cheapest possible price.
Being on first-name friendly terms with your local customers is not, apparently, a sufficient reason to keep them coming into your store if there are cheaper alternatives. Local independent shopkeepers are struggling to build the same customer loyalty that John Lewis has, in order to keep their doors open as supermarkets challenge them on their doorstep with new ‘local’ outlets.
As supermarkets try to drive down costs by employing minimum wage workers and self-service checkouts, independent retailers should focus on how best to help their customers and give them peace of mind. Local shops can be memorable for being more helpful than their big-box competitors, both with service and with knowledge. John Lewis has shown that customers will pay a premium for it.
A1 Plumbers of Brooklyn solved the problem of a leaking kitchen pipe for local resident, Cynthia Jones. Mrs Jones called us when her kitchen flooded out after the pipe supplying the hot tap on her kitchen sink sprung a leak.
Our resident problem-solver and master plumber, Mario, was able to get to Mrs Jones within 60 minutes of her call and deal with her plumbing emergency.
“I’m delighted that Mario got here so fast,” said Mrs Jones.”I thought this was going to be a major crisis. Mario came in and calmly solved the problem before pumping out and mopping up my flooded kitchen. I’m putting the phone numbers for A1 Plumbers and Mario in my cellphone and recommending them to everyone. I’ve never had better service!”
This is a test post to demonstrate the power of correctly tagging your WordPress posts.
I’m delighted to be working with Steve Sipress, Chicagoland Entrepreneurs’ ‘Secret Weapon’ in marketing and business growth. Steve has a new website to showcase the testimonials and case studies of the members of his monthly meetings and Mastermind Groups.
If you are in Chicago and looking for marketing strategies that pay for themselves in no time at all, then check out the case studies at Chicagoland’s Sharpest Entrepreneurs.
The message is simple, don’t fake your testimonials, even if it looks attractive and cheap to do.
Most of all, don’t buy into the marketing message of any company that offers this to you as a service.
Read more about it in my article ‘Why Most ‘Done-For-You’ Video Testimonial Services Are a Stinking, Steaming Pile of Garbage‘
I’ve published an article on my other site called How To Get Great Testimonials at the GKIC SuperConference.
While the article has been written specifically for attendees of the 2012 GKIC SuperConference the advice provides some great tips for people attending any conference or large industry event.
Get my free report, The 7 Fatal Mistakes Businesses Make With Testimonials. Enter your information below: