I’m currently on a break with my 3 small kids. We’re having some home time rather than traveling but one bit of my ‘holiday’ is to do a bit of extra reading.
My latest two reads are by a formidable Australian “retiree”, Kirsty Dunphey.
It might seem strange when I add that she is 29 years of age, but her entrepreneurial results put most of us, and definitely me, to shame.
Kirsty’s first book was “Advance To Go - Collect $1 Million: Broke at 19, Self-Made Millionaire at 23. A True Story.”
Besides being very open, and readable, it also shows that she has a great understanding of word of mouth marketing…
“I can tell potential clients what a great negotiator and marketer I am and what great service I give, but will they believe me? I am up against all these other competitors saying the same thing. The only person who can credibly sell my service is someone who has already received it. That is why word of mouth is the best form of advertising there is.”
From there I moved onto her second book, “Retired At 27 - If I Can Do It, Anyone Can: Broke At 19, Self-Made Multi-millionaire at 25, Retired at 27. A True Story.”
Yes really.
Kirsty moves it up a gear, calling word of mouth a “Strategic Weapon of Mass Persuasion”…
“…by enhancing every interaction you have with a client, complaint or otherwise, you have the opportunity to create an advocate who is a “Strategic Weapon of Mass Persuasion”. If you can impact on that one client to a great enough degree, they’ll go out there and persuade others for you! Word of mouth marketing is so powerful… and free! Could you ask for more?
I like the idea of word of mouth as a Strategic Weapon of Mass Persuasion that SWoMPs the competition.
And get this…
“I challenge you the next time you get a complaint to give yourself an imaginary :”High Five”. Here is someone saying to you: “I care enough to tell you I’m not happy” and “I care enough to give you an opportunity to fix this problem”. They’re screaming at you to make them into a more loyal client. The alternative is the client who doesn’t give you the opportunity and immediately starts working as a Strategic Weapon of Mass Persuasion to the public in a negative way! I certainly know which I’d prefer.”
Now there is an open challenge for the next complaining customer you meet.
Kirsty really gets the WOW! of outstanding service delivery, and she does her Follow-Up and ‘Call To Action’ very strongly, appropriately and consistently too.
The complete WoM package!
I usually get pretty jaded by websites these days but Kirsty’s kept me exploring for over an hour on two separate visits each!
Just as one small example, her use of words would make Tony Robbins very proud. Other people would have such pages as ‘Free Resources’, ‘Enquiries’, and ‘Articles’, but not Kirsty. Instead she has ‘Download Me’, ‘Ask Away…’, and ‘Use Me Baby…’
Remember WOW! doesn’t have to be complicated.
It can be something as simple as changing jargon into real language.
Let me open Kirsty Dunphey’s Pandora’s box of marketing for you. The marketing nouse crammed into this one page alone demonstrates why I call this woman formidable. Enjoy the fun education…
http://www.kirstydunphey.com/features.html
-Martin Russell
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