Buzz Builder: How a Personal "State of the Union" Can Boost Referrals

February 2009

January 18, 2009

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How a Personal "State of the Union" Can Boost Referrals

Every year in January, the president of the United States gives a "State of the Union" speech in front of both houses of Congress. While I'm used to that, I've never received a personal "state of the union" message from a service provider. On January 15, Katie and Mark Lederer of Red Oak Realty in Berkeley, CA, who sold my condo six years ago, sent me a letter reflecting on the recent economic volatility with a particular focus on how it has impacted the real estate market in the San Francisco Bay Area in general and their real estate practice in particular.

The letter is a great example of how to stay in front of your network in a positive way that builds buzz. The Lederers explain that the real estate market is not as grim as it seems. They write, "Throughout 2008, the general news media portrayed the availability of financing as the major barrier for buyers and sellers. Yet, contrary to the media's perception, our mortgage,finance and investment partners were able to deliver astonishingly good financing to our clientele. In fact, for most of 2008, our buying clientele had access to great rates with a only a few extra hassles."

The letter continues with specific geographic areas where homebuyers have interesting buying opportunities in the Bay Area and details how the Lederers were Red Oak Realty's top producers in 2008. It closes by saying "We would especially like to thank all of you who referred us business in 2008. In these trying economic times, it is nice to know that so many of you entrusted us to help your family and friends. Enclosed are some of our business cards. If you know anyone who may need our assistance, it would be our pleasure to help them just as we have helped you."

As people worry about the future, it's an excellent time to go back to your former customers and let them know why you're optimistic since people are desperate for good news. Also, after showing people why you're optimistic and talking about your succes, it greatly increases the chances that they'll refer people to you.

In closing, I'm happy to use this example fromt the Lederers because they provided me with excellent service as a first time home seller which just goes to show that the best way to build buzz is to do a great job.

January 18, 2009 in Creating Buzz, Customer Service, Managing Buzz, Referrals | Permalink

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Websites

Buzz Camp - SF Bay Area - 4/23/09
Learn how to break through advertising clutter with buzz marketing in my idea-generating, results-producing half-day workshop in Berkeley, CA on 4/23/09.
Galvin Communications
The website for my word of mouth marketing and PR firm. Sign up for The Buzz Bulletin, a free monthly eNewsletter, and receive a complimentary public relations handbook.
WOMMA: Word of Mouth Marketing Association
An outstanding resource for word of mouth marketing information. This respected organization also puts on a variety of well-organized and information-rich events and conferences which are worth attending.

Books

Al Ries: The Fall of Advertising and the Rise of PR
Credibility is the crucial ingredient in brand building. This book explains why PR should be used to launch a brand while advertising should be used only once major PR opportunities have been realized.
Malcolm Gladwell: The Tipping Point: How Little Things Can Make a Big Difference
Why do major changes in our society so often happen suddenly and unexpectedly? Ideas, behaviour, messages, and products often spread like outbreaks of infectious disease. This book will help you understand how social epidemics take off and reach critical mass.
EMANUEL ROSEN: The Anatomy of Buzz : How to Create Word of Mouth Marketing
Rosen pinpoints the products and services that benefit the most from buzz and offers strategies for creating and sustaining effective word-of-marketing campaigns.
Mark Hughes: Buzzmarketing
This book contains some great stories from an experienced buzz marketer that illustrate the importance of finding angles that make you stand apart from the competition. I loved the story of how getting the town of Halfway, Oregon to change its name to Half.com generated a flood of publicity. You'll learn some great practical tips from this book.
Ben McConnell: Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force
An interesting look at how to develop evangelism marketing strategies and programs that will create communities of influencers who will drive sales for your company.
Fred Reichheld: The Ultimate Question: Driving Good Profits and True Growth
Too many companies are addicted to bad profits. These corporate steroids boost short-term earnings but burn out employees and alienate customers. Learn why the answer to one simple question can determine your company's future: Would you recommend us to a friend?
Andy Sernovitz: Word of Mouth Marketing: How Smart Companies Get People Talking
This is the perfect book for an entrepreneur looking for a "how-to" on word of mouth marketing rather than a theoretical or academic overview. Andy Sernovitz built the Word of Mouth Marketing Association using many of the intriguing word of mouth marketing tactics he describes. His strategies are practical for both small and large businesses as his interesting case studies demonstrate. You may put this book down a few times while reading it so you can start implementing some of its excellent ideas.
T. J. Walker: Media Training A-Z
Walker, an accomplished media trainer, provides great practical insight into maximizing the value of the media spotlight. By following his simple suggestions, you'll go into interviews much more confident and come out of them with much better results for your business.
Chip Heath: Made to Stick
This is the best business book that I've read since The Tipping Point since it provides a new way at looking at how you try to tell people about your products or services. You'll have lots of new ideas for promoting your business when you've finished reading this book. And, you'll discover that the best way to promote yourself doesn't involve spending money on marketing rather its all about learning how to tell your business stories better.
Richard Fenton & Andrea Waltz: Go for No!
A great parable about a salesman who learns that every "no" brings him closer to "yes" - an important lesson for anybody who wants to create buzz.