Three weeks ago I sent out a subscribers-only notice for a really awesome Word of Mouth method for online marketing.

I think it’s only fair. Those readers who enter their name and email, and actually read my emails when they arrive to their inbox deserve to get special consideration.

Anyway many readers followed my recommendation and visited the website, and about 40% of them thought it was important enough to sign up to check it out further. I was right. They wanted it.

Unfortunately I also got replies sent to my inbox that make me think I’m failing here.

I like teaching people about Word of Mouth Marketing.

Mostly I teach gently. But sometimes I get really worked up!

THE first lesson in word of mouth, in fact in all long-term marketing, is to create a “relationship”.

Some people get this.

Unfortunately too many don’t… even when they’ve been reading my emails for years!

Let me give an example from just one of the replies I received after I sent out that subscribers-only email.

The replier told me he had bought the Word of Mouth Magic e-book back in 2004, and he had been a fan ever since.

Then he told me about his own word-of-mouth website saying…

“I am looking for someone like yourself to do a JV with.

If you are interested please call to discuss. I imagine you must have a decent sized list by now?”

So I checked out his site, but I couldn’t see how it would assist my readers. I emailed him back. He still didn’t clarify any value for me or my readers.

He also denied he was looking to do a JV with me!

Don’t get me wrong, I like my customers. They pay me, and I like that. However I think it’s a fair swap. I get their money, they get a great e-book that will earn them many times what they paid if they implement even a few parts of it.

If they don’t agree, then that’s what the money-back guarantee is for. Heck I’ve had a refund request this month. It sometimes happens, and in fact the guy explained his situation and it was a very suitable refund.

Just buying a product from me doesn’t mean your work in building a relationship is done.

HOW you build from there is important.

The number of times I get emails REQUESTING something of me is massively greater than the number of times I get emails GIVING something of value to me.

Most of the spontaneous compliments I have received via email have been the top sentence on a email requesting something from me. It’s tacky.

Believe me the truly giving emails stand out a mile.

Want to get me to notice you, and eagerly want to help you?

Give value to me, or my readers. I’m always looking for better ways to do this and tip-offs have often been a great start. Self promotion is fine, just work out what’s the value for others besides yourself.

Even if you don’t care about me, this is still a great strategy for life; customers, prospects, vendors, referrals sources, friends, etc, etc.

Start all your relationships with giving.

If nothing else, it will make you stand out from the crowded masses.

-Martin Russell

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