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Actual for You - Word of Mouth Works
Background:Southwest Airlines is the largest airline measured by number of passengers carried each year within the United States. It is also known as a ‘discount airline’ compared with its large rivals in the industry. Rollin King and Herb Kelleher founded Southwest Airlines on June 18, 1971. Its first flights were from Love Field in Dallas to Houston and San Antonio, short hops with no-frills service and a simple fare structure. The airline began with one simple strategy: “If you get your passengers to their destinations when they want to get there, on time, at the lowest possible fares, and make darn sure they have a good time doing it, people will fly your airline.” This approach has been the key to Southwest’s
JANUARY 18, 2006: Today I did an interview on my local FOX affiliate. How did I secure that spot? Wel
In my last article, I talked about the overwhelming saturation of products in the marketplace and the complacency of the consumer to listen to (yet another) advertising message. I said that if you wanted to be successful with a new product, you should seek to establish a new product category.In this article, I am going to explain what this means.A product category can be defined as a group of products that are closely related because they are intended for the same use, are sold to the same customers, or fall within the same budget. Examples of product categories might include television sets, pizzas, shampoos and so on.Creating a new product category typically means creating a variation of an existing
And the most fascinating things about WOM are the little stories, encounters and contexts in which it is spread. Me, I monitor my company's word of mouth in a WOM journal. (I suggest you do the same with your company.)
Anyway, the WOM Gods have been good to me this year, so here are 11 recent encounters that have boosted sales, increased visibility and enhanced crediblity. Enjoy!
JANUARY 18, 2006: Today I did an interview on my local FOX affiliate. How did I secure that spot? Well
When the once-successful, top-flight executive loses momentum and no longer performs to potential, the questions to be asked are "Why?" and "What now?" As the once-effective manager begins to flounder or derail, these very same questions must be considered.Statistics show that a full third of senior executives ultimately fail. Often the unseen causes stem from psychological blind spots, areas of weakness that others can see all too clearly. Chances are good that you've got folks like this in your organization. Who doesn't know people with one or more of the following difficulties?1. He lacks effective people skills - he's too abrasive with others - or he is isolated, unavailable. Perhaps his reactions a
Anyway, the WOM Gods have been good to me this year, so here are 11 recent encounters that have boosted sales, increased visibility and enhanced crediblity. Enjoy!
JANUARY 18, 2006: Today I did an interview on my local FOX affiliate. How did I secure that spot? Wel
Due to more unnecessary disclosure by the Federal Trade Commission franchising companies must be more vigilant to keep company information out of the hands of international terrorists. With increasing rules of discrimination a franchisor is forced to give vital information to anyone who asks for it. Including a group which supports international terrorism. Of course the FTC just doesn’t get it, they would rather sacrifice American lives and enforce political correctness and require unnecessary disclosure to protect consumers, but if the international terrorists get the information it could be deadly to Americans who are also consumers.Many companies are careful to watch who gets a copy of their Uniform Franchise Of
Anyway, the WOM Gods have been good to me this year, so here are 11 recent encounters that have boosted sales, increased visibility and enhanced crediblity. Enjoy!
JANUARY 18, 2006: Today I did an interview on my local FOX affiliate. How did I secure that spot? Wel
You invest a lot of time and money in developing a loan officer marketing brochure that will get results. But maybe your materials are starting to have the same look and feel as your competition. What can you do to solve this problem?First, think about why it is a problem. Maybe consumers are not as focused on differentiating loan officers, but Realtors certainly are. If you focus on building a thriving business (one that relies on them), materials that make you look just like everyone else brings it to a dead stop.Most loan officer marketing brochures have three common mistakes:Feature Focused MessagesMost basic sales training programs focus on delivering features and b
JANUARY 18, 2006: Today I did an interview on my local FOX affiliate. How did I secure that spot? Wel
As a psychologist and career counselor, I have worked with thousands of people over the years who are choosing or changing careers, and who are wondering whether they would really like to be in a particular career. Based on this experience, I believe that most people who want to go into a career they think they’d like do not really explore the questions they need to in order to be sure that it’s the right career for them. Here is a list of 20 questions to find answers to before concluding that a career you think you’d like is really right for you, followed by 9 sources of information for answering these questions: Questions: 1. In general, why do you think you’d “like” this career?
JANUARY 18, 2006: Today I did an interview on my local FOX affiliate. How did I secure that spot? Well, the lead anchor for the network was getting his hairs cut by the fianc? of a client of mine. He was telling her a story about a nametag, which prompted her to spend several minutes telling him about my business.
THE WORD: it's not about sneezers, mavens or specific people - everyone spreads WOM. Everyone. All the time. And they do so when you own a word in their minds. Remember: mindshare, not marketshare.
APRIL 1, 2006
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