Archive for the 'Blog' Category



Let others do the talking

Sometimes (in fact more often than not) it’s best to let others do the talking.

Instead of you selling, get your clients to sell for you.

Instead of explaining benefits, let your results speak for themselves.

Instead of explaining who you are, let others do that for you

Interesting approach, you should try it.

I am setting up a ‘What people are saying’ page (in progress).

Where I have asked a wide range of people to answer the question,

Ben is?

As (like you) I am many things to different people.

Feel free to jump in by tweeting with #bwagy or posting in comments or emailing me.

Otherwise give it a go yourself, let someone else do the talking.

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October 30th, 2008

Customers becoming Evangelists

Drawing together posts such as Marketing through Action, Turning Customers into Fans, Involve your Customers and Telling a Story.    

You get the picture of customers becoming evangelists and some ways of doing this.

It was on this and Julian of [business:ProWorkflow] tweeting this:

“Talk, Blog, Syndicate, SEO, Tweet, and build a solid product. Then look after users and they’ll become evangelists.”

(in response to my query about his marketing strategy)

This later popped up on his blog.

Intrigued, I thought I’d ask him a few questions.

Share the numbers with you guys.

What’s the ROI of turning customers into evangelists?

Julian shares 25% of new sales a month are through referrals.

25% that’s 1 in 4! 

In a competitive market like Project Management, referrals are gold.

They have stimulated this through:

“Fanatical support. Fast and reliable on all support requests. We invest time into training account holders. Always have an approachable, friendly manner, unlike many US based cold, slow support teams. Response time – typically instant or less than an hour. “

He also shares that “when customers cancel, we always wish them the best and keep in touch,  many come back again later” (Marketing after the fact?)

By looking after their users, they’ve had customers changing projects or jobs and getting the new team to use it.

Great huh? Nice sweet spot.  Something to strive for.

If you’re already here, what can you do better?

Provide your customers with tools to help them spread the word,

  • Blogger Packs
  • A way of showing their loyalty, badges
  • Interactive Widgets, or in ProWorkFlows case a widget showing how much money or hours you have saved this month using them
  • Vouchers for their friends (you know, the ones you nag about to try a service)
  • Something to make the service better when your friends use it

If your customers are already evangelists, give them the tools to help them evangelise.

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October 29th, 2008

Destroy Something

Sometimes you need to destroy, abolish, smash, obliterate an idea, a project

Just so you can unlock the new possibilities.

Retaining old systems, structures, ways of thinking hinders the move forward.

Thinking inside the square that has already been created stimulates limited thinking, lower horizons.

If you have an idea, something you want to move forward with and there are barriers in the way.

Get rid of them completely.  Destroy them.  Remove them from your systems.

I am constantly destroying something, this didn’t work, flag it, be dynamic and keep moving.

For example I regularly delete old blog drafts, it frees up space for new posts and directions.

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October 28th, 2008

What box are you in?

It is human nature to put things into boxes.

We need them there so that we can relate and understand something in relation to everything else we know.

What box are you in?

What box have others put you in?

Are you happy with them? Identify some boxes…

Wait. 

Why do we need to be in a box? Our name is enough.  We need Ben Young.  We need Nike.  We need Alibaba.

Build a brand, let that be what defines you, avoid boxes, build your brand.

You need to ask, How can I build our company brand so that people ask for us not our box category?

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October 27th, 2008

What is Monday Ideas Post all about?

Why do I have Monday Ideas Post?

Firstly it fulfills my criteria of being, short, snappy digestible bites that make you think.

It has a dual edge though.

As an entrepreneur (or just someone that questions everything?) I come up with ideas all the time, as I’m sure a lot of my readers do or at least someone you know.

Quite often we will hold these ideas close to heart, not express them, only to regret it.

Or we lose focus with every new idea.

This is the dual edge, Monday Ideas Post also let’s me have an outlet for ideas I come up with so I can remain focused but also as an opportunity for discussion.

It’s about making you think just as much as its about making me think.

So

What outlet do you have? How do you get ideas out there? What do you do to find out if your idea is rubbish so you can remain focused or move onto the next great thing? 

(Hint: like any muscle, the more you exercise this part of your brain, the better you will get at it)

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October 26th, 2008

Marketing through Action

I was reflecting on an opportunity that is coming up, a big budget with a big client…

What would I do? and the common thread was to

Invoke action. Why?

Well new initiatives are now transparent (and you should stimulate this) which communicates a message.

For example::

  • CEO on Twitter -> We are listening.
  • Customer Helplines with real people (no computers…) -> We value you
  • Product Development stemming from customer feedback -> We’re here to help you succeed
Actions speak louder than words.

Tough times stimulate action (and typically the best ROI) but…
You need to focus on marketing through action no matter the context.

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October 23rd, 2008

The ADHD Assumption

Assume everyone who reads your content has attention deficit hyperactivity disorder.

Which means

  • Keep your message clear
  • Break it up & segment it
  • Into small digestible bites

Increase readership, retention, referrals.

Succeed.

I don’t need to tell you that attention spans are increasingly shortening… as you’ve already stopped reading by now (see what i mean).

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October 22nd, 2008

What are you doing all the way down here? You could:
- View my about page
- Or for first timers the New Here? page
- Or maybe email this to a friend
- Or subscribe to get blog updates