Buzz Builder

Vitamix vs. Blendtec: The Winner Goes to the Best Warranty and Customer Service Enthusiasm

I've been thinking about cleaning up my food act over the past couple of months. The film Fat Sick and Nearly Dead, an Australian's tale of the benefits of green fruit/vegetable smoothies and his pilgrimage across the USA trying to win converts to his newfound healthy lifestyle, set me off on the search for a perfect blender. I not only wound up with a blender but a great word of mouth marketing lesson on the power of customer evangelism.

When it comes to top quality blenders, there are really only two good choices: Vitamix or Blendtec. The most popular models of both blenders cost around $400 which was enough to get me to do online research before buying. Both companies have vocal online proponents who extol the virtues of one product line over another in written reviews and side-by-side demonstrations on You Tube which have received hundreds of thousands of views collectively.

Interestingly, it wasn't a high-tech online video that convinced me to choose Vitamix over Blendtec. In fact, the videos made me favorabley disposed towards both companies and their products. Rather, it was a low-tech conversation with a Vitamix true believer that swayed me.

When I called the 800 number at Vitamix, a friendly customer service representative answered all my product questions. And, he was quite clear in describing the comprehensive seven-year warranty on all the company's products which was clearly superior to the three-year warranty Blendtec offered on a product similar to the Vitamix blender I was considering. More importantly, the customer service representative won me over with enthusiasm by telling me how he used his Vitamix blender daily and that he felt healthier than ever. He said that Vitamix had been such a life changer that he bought three others to give away to family and friends. 

I can't remember having called a toll-free number and talking with such a true believer like the Vitamix employee. If more companies found customer evangelists to talk with prospects, they would see dramatic increases in sales.

How to Get Favorable National Television Coverage on CNBC and Other Networks

In mid-June, I was involved in a CNBC Television story that provides valuable lessons for businesses interested in landing favorable press coverage.

A CNBC Television producer contacted me asking whether I knew a business owner in the Portland, Oregon area who was feeling the effects of inflation. I passed the lead to Wade Clowes who chairs a successful Vistage group in Portland that I spoke to recently on "Galvanizing Your Business with Word of Mouth Marketing." Wade emailed the PR opportunity to members of his group. 

One Vistage member, Ryan Moor, the founder and CEO of Ryonet (the country's largest screen print supplier), responded immediately with bulleted points on how his company is feeling the effects of inflation and what it is doing to ease the pain of its customers. It was easy for me to turn around and share this information with the CNBC producer. 

Ryan also boosted his chances of being included in the story by providing from his employee ranks something the producer was struggling to find: a family coping with the effects of inflation. Not surprisingly, Ryan's company was selected for the story since he responded quickly with appropriate and detailed information that addressed the specific needs of the producer.

Ryan also took the time to do a media training session with me. Preparing for an interview is something that too many business leaders ignore causing them to miss out on maximizing the value of press coverage. They forget that getting an interview is only half the battle. The other half is turning it into something that benefits the busines (Note: I explain how to prepare for a successful interview here). With adequate preparation, Ryan and his company received favorable coverage as you'll see in the CNBC television story with Jane Wells.

I am also impressed that Ryan has leveraged the story by posting it to his company blog, Facebook page, and Twitter feed. He understands that the real advantage of positive press is how you use it over time. A good way to do this involves sharing the news with your customers and prospects through your online press room and via social media.

The Dos and Don'ts of Media Interviews: How To Maximize Opportunities While Minimizing Dangers When Talking with Journalists

"Luck is the residue of preparation."- Anonymous

The greatest satisfaction of pitching the media is getting an interview request. When you get that call, it's helpful to have basic media training under your belt. Lest you think that training is only for beginners, you might be surprised to learn that Bill Gates has spent hundreds of hours learning how to articulate his thoughts and to come across as a sincere "everyday guy" to the press.

If Bill Gates needs media training, it's a sure bet that we could all use some pointers. For most of us, giving an interview is not something we are used to or comfortable with. In the same way that athletes train for years to give a single, gold-medal performance, a media interview may be the opportunity of a lifetime for your business.

If an interview is a performance, then think of yourself as an actor who must know his lines and how to deliver them for maximum impact. Unless you know your subject inside and out, do not agree to give an interview. Once you are confident that you know your stuff and can say it with authority and confidence, here are a few guidelines to follow:

Interview Tips

1. Develop three (for TV and radio) to five (for newspapers and magazines) message points to weave into the interview. These should be the same message points that are conveyed consistently in all your communications, e.g., press releases, web site, marketing collateral, etc.
2. Prepare support for each of the aforementioned message points. These can be stories, facts, anecdotes - anything that strengthens your points and makes them more memorable.
3. Anticipate questions in advance and prepare answers. Listen to interviews that the host has conducted in the past to get a feel for his or her questioning style.
4. Practice, practice, practice. The key is to appear relaxed and unrehearsed. Keep the tone conversational, interject humor when appropriate, and stay away from long-winded, jargon-filled answers.
5. Prepare for the unexpected. Interviews do not always go as planned, and it is up to you to maintain control. Do not assume that the interviewer will ask the right questions. Instead, steer the conversation away from dangerous territory and back to the key message points that you want to get across ("that reminds me of" or "a better example is").
6. If things do get out of control, maintain your professionalism and grace under pressure. If you don't understand a question, ask for clarification. If you don't have an answer, offer to get information.
7. Never, ever say that something is "off the record." Anything that you say to reporters is fair game - after all, their job is to gather news, not promote your business.
8. Keep a smile on your face, even if the interview is conducted over the phone. It makes a noticeable difference in your tone of voice and makes you more likeable and convincing.

Conclusion

Obviously, performing well in an interview takes a lot of practice. Each medium, whether print, radio or television, has its own set of nuances. But with the confidence that comes from practice, interviews can be fun - and they can be great opportunities for you and your business.

How Word of Mouth Can Change the World for the Better One Person at a Time

A couple of weeks ago, a friend sent me an email with the following plea which turned out to be a valuable lesson in the power of word of mouth to make a positive difference:
 
"A friend of mine is dying of cancer and is now in hospice. She's in a lot of pain and discomfort, and really needs an acupuncturist, but can't afford the frequent treatments that would most benefit her. However! She could do a terrific trade with someone who would love to receive, instead of money, something from her amazing collection of antique textiles she has collected in the Middle East over the decades. If you know of anyone, I'd love to hear from you. Thank you!"

Not knowing any acupuncturists personally, I contacted friends, including my massage therapist, who might know them but didn't have any luck. I sent a note to the good samaritan expressing my regrets for not being able to find an acupuncturist and received this response:

"Oh, thank you Patrick. Actually, my friend now has four acupuncturists, a Reiki therapist, music therapist, and massage therapist! It all happened within about 24 hours, after I received nearly 100 responses from people, some of whom I don't even know. This town is amazing."

This reply made me feel so proud of my hometown of Portland, Oregon that I shared it with friends including my massage therapist. The story made her smile instantly. She said that she had shared my email with an acupuncturist friend of hers who had already responded to the request with a "yes" having gotten the same message from three other people.

In my professional life, my focus is helping companies grow with word of mouth marketing campaigns. Yet, the story of the dying cancer patient reminded me that word of mouth is too powerful a tool to be used solely for commercial purposes. The next time somebody asks me to spread the word for a good cause I'll certainly do so because I might just be the person who makes a difference.

Why Companies Seeking Success Need to Tell More Stories

I was reminded of the Heath brothers' Made to Stick, one of my favorite business books, when I read David Murton's excellent guest post on the Future Buzz blog. Murton explains how storytelling is a timeless way to personalize a company and build word of mouth - especially in social media which relies on personal narratives to be compelling. He then proceeds to share excellent ideas on how interesting storylines can be easily develped - particularly useful if you're prone to writer's block.

In the last few months, in looking at the websites and social media activities of prospective clients and their competitors, I've noticed that few companies do a good job telling stories about themselves, their customers, their products, etc. By sticking with marketing lingo rather than stories, companies miss out on forming real connections and differentiating themselves from the competition. 

I'm sure that I've been more aware of the power of stories recently since my three-year-old loves listening to those that I make up or read from books. I'm convinced that if more marketing folks spent time reading stories to kids that they would understand how powerful they are are. After all, if you can capture the attention of a distracted three-year-old with stories, imagine how effective they would be in capturing the imagination of multitasking adults.

Helen Bernhard Bakery Creates Customers Evangelists with Great Service and the 13th Cookie

Last week, I gave a "Galvanizing Your Business with Word of Mouth Marketing" workshop to ten CEOs and entrepreneurs who belong to Vistage, the world's largest peer learning organization for business leaders. It was a outstanding group that challenged me with excellent questions and shared their best practices for boosting repeat and referred business.  

The group seemed particularly intrigued with the story of Helen Bernhard Bakery, my favorite Portland bakery founded in 1924. I'm a sucker for sweets and Helen Bernhard's delivers the goods. But, it's their friendly service that has made me one of their many customer evangelists. What gets me most excited about the bakery is the extra item that counterpeople throw in when I order twelve items or more. Sure, the "baker's dozen" is hardly a new or unique concept. But, few bakeries give away anything - likely a result of the ever increasing prices of flour, butter, milk, etc. But, Helen Bernhard is gaining much more than the cost of a item when it gives one away. Undoubtedly, I'm one of many customers who gets a big smile on my face when I get a complimentary items which further solidifies the goodwill I already have towards the company and motivates me to recommend the business to others. 

In my Vistage presentation, I said that my loyatly to Helen Bernhard represents "the thirteenth cookie" effect. Attendees with both B-to-C and B-to-B companies got excited about this idea. One of them said that he would challenge his team to come up with an unexpected product or service that they could add to every order to delight customers. Others said this was a great idea and that they would do the same. 

If you own a business or work for a company that has a successful "thirteenth cookie" way of creating customer evangelists, please let me know as I'm always looking to buzz about new examples.

I'm Not Even Worth a Dollar to Dollar Rental Car: A Case Study in Invisible Toll Booths and Bad Profits

Please excuse the long lag between posts but client work and speaking commitments have kept me away from this blog for too long. "Excuses, excuses," you say. Well, you're right! So, to keep me on the blogging straight and narrow, starting today, I commit to posting to this blog at least twice a week for the rest of 2011. If you notice that I fail to do this, please send me an email and I'll mail you a thank you card along with a free copy of my book Secrets of a Working Dog: Unleash Your Potential and Create Success.

I felt an urgent need to write since I received a great lesson in "bad profits" from Dollar Rent A Car that is just too useful to keep to myself. It came in the form of a letter from the company's Vehicle Violations Team stating that Dollar Rent a Car charged $26 to my credit card on record for a $1 toll charge and a $25 "administrative fee" since I allegedly failed to pay a toll on the Crosstown Expressway in Tampa Bay, Florida during our recent vacation.

After discussing the supposed infraction with my wife, who thankfully has a much better memory than mine, she remembered how we paid various toll fees at booths throughout the area that day. When I called Dollar Rent a Car's Vehicle Violations Team to explain what happened, I got a humorless customer service representative who said in a robotic sounding voice "Our records do indicate that you failed to pay a $1 toll fee."

I told her that I would never pass through a toll booth without paying. She said, "Well, I'm sure you paid some tolls but there are many toll roads in Florida that don't have booths, and that's why you must have been charged." I was incredulous and politely expressed my frustration.

"Go ahead and look up invisible toll booths on the Internet and you'll see that I'm right. You should have opted for our prepaid toll option when you rented the car and we would have covered the $1 toll," she insisted. I protested and she said "Okay, I'll credit you back $20 but we still have to charge you for the toll part of our administrative fee." 

As advised, I did look up "invisible toll booths" on the Internet and found multiple entries for Florida. However, I'm absolutely certain that Dollar Rent a Car never offered me "prepaid toll protection" coverage (yes, it really does exist) when I rented the car.

Instead of sending me a bill for $26 and forcing me to call and complain, Dollar Rent a Car would have been much smarter to take the high road. The company should have covered the $1 toll charge out of its own pocket and sent me a note tellling me that they had done this while warning me about the existence of "invisible toll booths." Additionally, Dollar Rent a Car could have suggested that I buy "prepaid toll protection" coverage the next time I visited Florida to avoid similar problems. 

While Dollar Rent a Car has collected extra dollars from me and others that invisible toll booths have ensnared, they are surely alienating customers and driving them to other rental car companies. Sometimes, going after every dollar just doesn't make cents sense!

Five Public Speaking Lessons from King George VI in The King's Speech Movie

 
My wife and I are time-delayed when it comes to watching movies that interest us since we rely on Netflix instead of movie theaters. Such is life with a toddler and the complications involved in arranging for a babysitter. One movie worth the long wait for its Blu-ray availablity was The King's Speech that deservedly won the Academy Award for Best Picture.  

The movie is based on a riveting true story that provides insight into the life of English royalty in general and King George VI's struggle against a severe speaking disability. As a professional speaker, I got five excellent takewaways about public speaking from the movie: 

1. Fear can motivate

According to various studies, more people fear of public speaking than death. I love how this movie shows how one of the most powerful people in the world was fearful of speaking in front of even small groups of people. Rather than let fear keep him from speaking, King George VI realized that he needed to work hard to overcome it. It inspired him to work with a speech therapist who irritated him but knew how to help the King get over his difficulties. The King's ultimate success is an inspiring example of how to channel fear into a force that drives self-improvement.

2. Practice is essential

Too many people put hours into a preparing well-written speeches but don't spend adequate time practicing the material. King George VI spent days rehearsing presentations that were less than ten minutes along. Although he did this becuase he had a severe stuttering problem, other speakers should follow his example. Speakers who practice usually sound much more confident and knowledgeable than those who don't spend the necessary hours to completely master their material.

3. Pauses sound good

For many speakers, the hardest thing to say is nothing. Heightened adrenaline and nerves make many speak too rapidly. Even with outstanding speech therapy, King George VI simply couldn't speak quickly an and there were many pauses in his most heralded speeches. His speech therapist told him not to worry about the slow speed and pauses since they highlighted his thoughtfulness. This is good advice for most speakers who tend to rush through their material. Rather than rush to fill the air with one's voice, it is often much effective to breathe in and pause.

4. Be authentic

It's tempting to turn admiration for another speaker into imitation of that individual's unique style. Yet, speakers will be much effective when they don't worry about being like anybody else. King George VI struggled for years to be more like his father King George V who was an excellent speaker. When King George VI spoke in his own style, pauses and all, his subjects connected with him. They appreciated his struggle to better himself as a speaker. Although it was never easy for him to speak in public, King George VI's gained recognition as the voice of British resistance against the Nazis in large part because his struggle to be a better speaker demonstrated his commitment to the nation.

5. Be brief

There is oftentimes an inverse relationship between a long speech and its lasting impact. A short, well-crafted speech that has been adequately rehearsed can cause tremendous benefits. Most of George VI's speeches were well under ten minutes, and these are the ones that made the biggest positive impact on his subjects. Franklin Delano Roosevelt, a contemporary of King George VI, was surely not suprised with the King's oratorical success. Roosevelt said the recipe for successful public speaking was "be sincere, be brief, and, be seated." Roosevelt's advice remains as timely now as it was when he said it.

Bloggers Not Celebrities More Influential for Female Purchasing Decisions According to BlogHer 2011 Social Media Social Matters Study

The lucrative product endorsement deals that celebrities sign are something most peole have heard about so much that they barely notice them. I've always wondered whether companies are justified in paying so much for endorsements. Well, if companies are trying to market to women, there's an intriguing study that indicates blogger endorsements have a far bigger payoff than those coming from stars.

According to the BlogHer 2011 Social Media Social Matters Study, 78 percent of the female American adult populations are active social media users, and of those, nearly twice as many (20 percent) are motivated to consider products promoted by or with a blogger they know, than they are by promotions featuring a celebrity (12 percent).

Before buying a big ticket item like a computer printer or LCD TV, I read blogs - particularly those that review products, and these have influenced my decisionmaking. I can't recall ever having purchased a product because a celebrity endorsed it. But, if you have, I would be interested to know why. Does what celebrities say matter or is the mere fact that they endorse something the most significant?

Tips for Growing Your Business With Referrals

Below is the main article from the March edition of my free monthly Buzz Builder newsletter. If you're interested in having future newsletters sent directly to you inbox, please sign up here.

A common lament that I hear from business owners is: "Why don't I get more referrals when I provide such a great service (or product)?" Today's post addresses that question.

Be Bold

Until three years ago, I couldn't explain why people don't provide leads to businesses that they like or even love. Then, at a Word of Mouth Marketing Association conference I learned from a professor that 50% of all people need to be asked specifically for a referral in order to make one. Why?  First, modern life is so busy that many people simply forget or feel too harried to make referrals. Second, when someone is happy with a product or service, he or she may assume that the business already has all the repeat and referred customers that it needs.

Be Confident

Many business owners hate asking for referrals because they are afraid of alienating their customers. But, it's absurd to assume that only sales sharks ask for referrals. After all, if you provide a quality product or service then you are doing your customers a huge favor by asking for referrals. Why? Because you're giving them an opportunity to provide their friends with something of value.

Be Specific

A few years ago, a friend of mine in the promotional products industry was frustrated that he wasn't getting referrals from one of his networking groups. I suggested that he start telling people about the specific client he desired as well as the title of the person who would buy his products. After a few months of repeating this desire and providing leads and valuable information to others in his group, he got the golden referral that helped him land his dream client. "Without being so specific, it never would have happened," he told me.

Be Sincere

Since relatively few people seek referrals, I always take note when I'm asked. A couple of years ago, my wife and I stayed at a fantastic B&B in Bend, Oregon. When I was checking out, I told the owner how much we enjoyed our stay complimenting him on the comfortable beds, amazing breakfasts, and friendly atmosphere. He thanked me and said, "I really appreciate what you're saying. It would mean a lot to me if you could share your thoughts about our place online since reviews are the best way for me to compete against the big hotels and their expensive advertising." Then, he proceeded to whip out his business card which had the URLs for Trip Advisor and Yahoo! Travel noted on the back. He said, "These are the two most important websites for getting people to book at our hotel, and I would really appreciate your review on either."

Of course, as any self-respecting word of mouth marketer would do, I asked whether positive online reviews made a big difference, and he asked me, "How did you find our place?" "Well, you were number one on TripAdvisor," I said. He smiled and told me that over 70% his business came through people who read about his property on TripAdvisor and a good chunk of guests also found him through Yahoo! Travel.

If referrals are important to the success of your business, I would love to hear what techniques are working for you to improve the quantity and quality of customers referred.