competitors, and your customers continually bring this up. You would ask for or
write a testimonial letter that says something like this:
Dear Brian,
I just wanted to write and tell you how happy we are with your product. When you first
approached me, I was concerned about the high price. But since I have
started using your product,
the benefits and results I have achieved are far greater than the small difference in price I paid.
Thank you for everything.
Sincerely,
A Happy Customer
That kind of a letter is worth its weight in gold. If you have half a dozen letters
like that, you can double and triple your sales in a short time. Soon you will be
selling to almost everyone you speak to.
The Best Advertisement
The most powerful of all forms of advertising in our society is “word of mouth.”
Eighty-five percent of all sales take place only after someone has said that the
product or service is good. All other advertising is an attempt to get people to try
the product or service so that the process of word-of-mouth
advertising can
begin.
Eighty-five percent of all sales take place only after someone has said that the product or
service is good.
In the movie industry, studios invest 80 percent
or more of their advertising
budget in the week of the movie’s release. Their goal is to get as many people
into the theaters as quickly as possible, either before
moviegoers find that the
movie is not very good or to stimulate word-of-mouth advertising that will fill
the theaters later.
In 2004, both Mel Gibson’s
The Passion of the Christ and Michael Moore’s
Fahrenheit 9/11 generated extraordinary
word-of-mouth advertising, turning
both movies into blockbusters that made fortunes for their producers.
When was the last time that you decided to go to a restaurant by looking in the
Yellow Pages? Instead, someone
tells you that he has
been there personally and
enjoyed the experience. Only then do you try it for yourself. Word of mouth is
everything.
