Knock Knock

Opportunity Knocking

The greatest of all SUCCESS rules is this: Do unto others as you would if you were the others

The Golden Rule is more than a principle of ethical behavior; it is a dynamic force that can work good in the lives of untold numbers of people.

When you make it a practice to treat others as though you were the others, you spread goodwill among people who, in turn, may be moved to do the same.

By their actions, they influence still more people, who generate goodwill among even more people. This force for goodwill increases exponentially and will return to you from totally new sources.

The benefit you receive from a good deed performed today by a total stranger may have been a chain reaction from long ago when you observed the Golden Rule in your own dealings with another.

This Success rule was written by Napoleon Hill over 70 years ago.  Yes it is an adoption of truth, but not business success, not until Mr. Hill wrote about it.

OPPORTUNITY

What opportunity does this truth bring to our businesses?  Testimonials!  Testimonials from our friends, clients, partners, and customers.  

Yes, testimonials are a great way to support and prove the claims in your copy. They also engage the "bandwagon" effect-the more people doing it, the more acceptable it is.

However, testimonials aren't the only way to accomplish this. Once you understand the underlying principle that makes testimonials work (other people like it so you'll like it too), you can find endless ways to build customer confidence.

Try these:

• Use indirect testimonials. List businesses that have used your products or services. Or list the states in which you do business, the industries you serve, or the types of professionals who trust you.
• Show pictures of people using your product or service. An action picture can simultaneously show what you're selling, show the kind of people who use it, and show benefits. Seeing is believing.
• Provide case histories of some of your best customers or clients. Studies show that tangible case histories can be more effective than statistics. Simply write up an account of how someone solved a problem or derived a benefit. Before and after descriptions are particularly effective.
• Mention how long you've been in business. "Since 1991." This is a subtle indication of popularity. What is impressive here is relative to your business. Use corporate leverage.
• Tout the number of products sold. "More than 115,000 satisfied customers!" It always helps to keep good records.  Use your  corporate leverage here to support your claim.
• Display the number of customers or clients you serve. McDonald's built an empire by displaying on their signs a running count of the number of burgers they sold. It's now in the billions.
• Say how long your product or service has been the best in the nation. "America's leader in home  -------  quality since 1998." This says popularity, quality, and consistency. This can often be more effective than just saying how long you've been around.
• Show important or well-known people using your product or service. This invokes the "halo" effect, connecting the good feeling people have for the celebrity to your wares. Just make sure you have permission.
• Display a seal of approval.   Use brands, seals, logos, tag lines.  Don't just show a web site.
• Cite favorable reviews. Third-party information is always powerful. Some products are lucky enough to get reviews spontaneously, but as a rule you must notify people of your product or service and suggest a review. Don't be shy.
• Cite mentions in the media. Newsworthy products and services are more trusted. If you get a favorable mention, you can quote it. Otherwise, you can list media coverage. This is an argument for a good public relations effort.
• Associate your product or service with respected magazines. "As seen at the NC Realtors Association Convention" List the magazines, papers, and any media you advertise in to show public approval of your product or service.

These ideas are not new, but we seldom take the time to look for structures and platforms outside of our industry.  We tend to do the same old thing that the other guys are doing. 

Let's change this.  Let's move to the top.  Let's work on our business.  Let's look at our business through a different pair of glasses.

Life has the capacity to give you, in your career and business, and especially in your personal life, everything you ever want and then some. 

Your first priority is to identify what you want and then make sure you take the path that's going to give you that.   Are you on that path?

Maverick Rules!