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Fellow, American College of Healthcare
Executives and
Accredited Business Communicator,
International Association of Business Communicators
Feature
Article: It's About Trust
Five ways
to build trust to create tipping points for choice.
Word of Mouth
From Harvard - It's Not Who Your Customers Are But How They Behave
With word of mouth we talk a lot about data collection but you need to
know
what to look for when culling data. Harvard contends that customers
must
satisfy three sets of requirements -- functional (does the product/service
meet my basic needs); intellectual (through comparison, am I confident
I'm getting the best deal); and, crucially, emotional (could I have
a relationship with this bank?).
From Wharton - The Real Influencers Are Not Who You Think
Word of mouth is also about finding the influencer who
can help spread the word. Typically companies find "self-reported
opinion leaders," those who report themselves to be
well-connected, influential members of a community. There is a
second group, whom researchers called "sociometric leaders"
-- the most influential and well-respected people in the
community as identified by their peers.
Marketing Smarter
Marketing Profs - Fours Ways to Smarter Marketing
In troubled times it's best to get back to basics - know your
unique selling proposition, use data to guide you, take the
transparent high road and use the social media to
spread your word in a low cost manner.
The Evil Side of Goal Setting
In this Wharton piece, goal setting is
challenged. The authors argue
that employees will ignore sound business practices, risk the
company's reputation and violate ethical standards in the
pursuit of goals. Their contention: goal setting can
cause more harm than good.
Reprinted
Marketing Association of Australia and New Zealand
republishes Marketing Professors Article
(scroll down to "How Packaging Your Offer...!)
Of Use
Track your competitors with competitive metrics for every site on the
web.
Peculiar Interest!
Last month we gave you Lake Superior State
University's
List of Banished Words. Now try
10 Business Words to Ban.
This newsletter came about
by happenstance when I discovered
my list was large and I had a backlog of information to share.
That said, this is not about me but about your needs.
As I develop this further what would you like to see, hear about?
Is once a month a good frequency?
Send
me your thoughts.
"There is a crack in
everything; that's how the light gets in."
Leonard Cohen
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