I recently came across an amazing example of how one company gets better customer testimonials and reviews more often from more people.
It's elegantly simple and it's genius.
I'm sure you've ordered something from a third party seller on Amazon, and usually after you make that order you get an email like this:
It's Sabrina from Cameta Camera, just checking in to make sure your order was delivered safely.
Could you help us out?
We do our best to provide outstanding customer service, and what you really think matters! If you could take a second and leave us a seller review, we would really appreciate it. We love hearing your thoughts, and genuine feedback really helps our store in this super-competitive marketplace. Thank you!”
I get tons of these and I never leave the reviews. I just don't have time and, to be honest, I don't really care.
But one company has inspired me to leave a glowing review.
How did they do it?
Would you like more powerful reviews and testimonials from the people who use your products and services?
Often, there’s something missing from reviews and testimonials, and that’s emotion.
The reviews that are full of not just satisfaction but pure emotion, are the ones that really attract customers, and to get them we have to understand the ‘after party glow moment’.
To demonstrate the ‘after party glow moment’ I’m going to introduce you to Rent the Runway. Rent the Runway is a billion-dollar online service that provides designer gowns and dresses for special occasions like a weddings or rehearsal dinners.
Something incredible happens after their clients have worn the dresses and they have a genius way of soliciting reviews for the products they provide.
This is because Rent the Runway understand the second phase in the consumer momentum curve – the honeymoon phase.
The honeymoon phase...
In this video and blog, I showed you how reverse personalization can have a massive impact on your customer satisfaction and the business you do. And we did it by ordering a pizza from Domino's using their order tracker online.
We're going do the very same thing this week, but dive in a lot deeper so I can show you how the pizza tracker increases customer satisfaction and sales.
The key is to increase anticipation. If you want to know why increasing anticipation is the key to customer satisfaction success, watch this video right here – I go in depth into the psychology behind the power of anticipation.
The bottom line is that buying a product does not make us happy. Anticipating the product's arrival in our lives makes us happy and a pizza is no different.
The pizza itself will not make us any happier than we are right now, but anticipating its arrival in our lives will make us happier.
This means that to increase customer...
This month I'm dishing out some unsolicited advice to all the marketing automators of the world.
The problem with automated email sequences is that they feel like they've been written by a robot or cut and pasted from a template someone found on the internet.
If your customers, clients, prospects, or subscribers, can tell that you're using a marketing automation tool, you're missing the point of marketing automation.
I get it.
Automation tools eliminate repetitive marketing tasks and interactions. But...
However, so many of us, in an effort to reduce redundancies in our work, have removed the very thing that made these interpersonal communication tools – like email and chat – so effective in the first place: you!
My most successful automation sequence starts with a straightforward email: "Hey Mark, I was just thinking about you this morning. How's it going? Drew" That's it.
It's simple, open...
When it comes to marketing, automation can mean everything from changing the first name of someone in an email template to using artificial intelligence to serve up customized personalized content to the next visitor to your website.
But here, I’m going to uncover the power of ‘reverse personalization’.
For most businesses, the idea of personalization goes beyond just the custom fields in your email templates. There's all sorts of machine learning and artificial intelligence and technology you can incorporate to personalize the experience for your customers, clients, or prospects.
But before you do any of that, I recommend you try reverse personalization.
Last week, I did some research into personalization and reverse personalization by ordering a pizza from Domino's, using the Domino's mobile app.
As soon as I’d ordered my pizza, that’s when the reverse personalization started. I was able to track my order and under the...
We all know how important is to understand the customer journey people take to reach our organizations, our products or services.
The problem is, that even the best customer journey maps have a huge chunk missing. I’m going to address what that is and the magic question every single one of us can use to fill in that gap.
Well, a consumer journey is just a visualization of the process a consumer or prospect goes through to achieve a goal with your company.
Many people call them journey maps – you literally map the process so you can visualize it.
57% of all B2B buyers know what brand they want to work with before you've even heard from them.
It's even worse for B-to-C customers… 72% of B2C customers know what brand they want to work with before you've even seen them on your website.
So what does that mean? It means that even the best consumer journey maps cover only the last 25% to 40% of the...
One thing I get asked a lot is, “Drew, you seem to read a lot. What marketing book would you recommend I read?”
So, I’m going to countdown the 10 best marketing books every marketer should read.
These marketing books aren't all brand new books. Sometimes the oldies are the goodies.
This book came out in 2002 and is an unbelievably good book for any marketer to read.
If you want to know how influencer marketing works, understand the key to social media success and how viral hits actually happen, this book is a must read.
This book is not traditionally considered a marketing book but a sales book. I admit, it does sound like a sales book, and maybe it is meant for salespeople, but the very same magic words can be used by marketers to help make a sale – at the end of the day, every...
How can you make sure you keep your customers happier for longer?
For months I've been telling you that people don't buy products, they buy experiences. But what if you sell a product? How do you ensure that your product delivers a great experience?
I've been watching Marie Kondo's Netflix show, called Tidying Up. And as I watch people discard products that no longer spark joy in their lives, I've been wondering how we, as marketers, can do a better job of keeping people happier with the products they buy for longer.
I took some time out recently to go to some garage sales in Palm Springs to find out what are the three or four most popular high-ticket items that people are selling.
In amongst the clothes, random pieces of artwork, magazines and books, the three things that jumped out to me as the high-ticket items being resold were:
Kitchen appliances – think waffle irons, lots of waffle irons.
Exercise equipment – lots of bikes and...
In this week’s video I demonstrate this by flying 11,000 miles to show you exactly what experiential marketing looks like.
Let me introduce you to some people… Joe Nathan and Sanjay Gill and his wife, Mirabai Winford.
Now, here's what they have in common.
One, they're Australians.
Two, they all target new parents. More specifically, first-time parents and, even more specifically, they target first-time moms.
Three, they all use experiences to win over new customers.
And four, they are amazingly successful at doing it.
What's amazing is that they use very similar experiential marketing tactics to own the very same customer, except they did it over 100 years apart.
Everything old is new again.
Joe Nathan ran a powdered milk company called Defiance Powdered Milk which he had purchased with his brother in the early 1900s.
Joe and his brother were struggling to compete in a marketplace of more than 300 powdered milk...
Let’s dive into marketing and sales funnels. I'm going to explain what they are, what's wrong with them, and uncover the simple trap that most businesses are falling into when it comes to funnels.
I'm also going to reveal the conspiracy behind the plot to keep the funnel.
A marketing and sales funnel is designed to help you visualize a series of stages during the consumer's buying journey.
Generally, there are five or six stages. In the funnel I show you in the video, there are six:
Here's how it works. You make a ton of people aware of your brand… now some of those people might consider buying from you.
Some might show some intent to purchase and some might actually purchase, and some of might become loyal advocates for your brand.
With the funnel approach, you’re trying to push a huge volume of people through your funnel, but the problem is that a lot of them aren't...