Creating the Right ?Viral Reputation?

Unless you are brand new to business, or have been under a rock for quite some time - one key marketing technique (which isn't new) - is called 'Viral'.

Based on the word 'virus' - viral marketing or viral business simply means it 'spreads' like a virus.

The roots of online viral marketing really took off when Microsoft gave away free email accounts - and advertised this at the end of emails. 'Get your own free HOTMAIL account'.

This spread like wild-fire - like a viral infection. Thus, Viral Marketing was truly born.

But this article isn't about viral marketing, but rather about how to effectively contain or cure a particularly bad outbreak of 'viral reputation'.

What is a viral reputation???

Virus?? an infection that spreads rapidly.
Reputation?.. what others think about you.

This can either be positive or more often, negative.

If you are a regular reader of my articles, you will know that I encourage the use of 'phrases' and 'sayings' to support or reinforce my point. Not one to disappoint my readers? so here is another classic example.

'Prevention is better than cure'.

In the most simple terms, this means it's better to avoid it - than go through the long, drawn out problems associated with finding the cure to the virus, In this case - YOUR specific virus.

In business, both online and off (or what I call 'real-world' business) - this can be categorised as follows:-

1. Product (or service)
2. Sales pitch.
3. Customer Relations.

1. Product (or service)

Whatever business you are in - you are selling something. An idea, a concept, a product, a service, a package, a solution?.. it doesn't really matter what it is.

However, two key principles are vital to ensure that you 'prevent' a negative viral reputation.

a) Ensure your product isn't rubbish. HA! Sounds like common-sense? Take a look around you in the world and see just how much trosh is for sale - and compare it with something better that does the same or similar, for a similar price. Sell rubbish at your peril. People (just like you and me) HATE IT. And that's how a 'negative' viral reputation begins.

b) Can your product / service prove that?. "it does exactly what it says on the tin"? The 'tin' is proverbial - meaning that a tins of beans, really is a tin of beans. If you get peas instead?.. you won't be happy. Don't claim (or over-claim / over-promote / over-market / overemphasise / over-sell) your product can do something it really can't stand up to. If you do - then you start a 'negative' viral reputation.

2. Sales Pitch

Or how you sell, market or promote your product. This is linked to (b) above - but can be a totally separate and deadly area, if you aren't careful.

If you are selling your product / service etc., you need to put yourself in the shoes of your potential customers. How would you react to YOUR sales pitch - advertising, marketing, and copy? Yes - it's all about persuasion? but gentle and soft persuasion. Get the customer to 'buy-in' - and don't strong-arm them or force them.

The 'Hard-Sell' can often backfire on you, and can have long-lasting consequences - especially your reputation.

Don't oversell?. You must over-deliver. Don't over-deliver to the extent that your product is lost in an exuberance of discounts, special offers, bonuses and freebies.

If your product is tried and tested, and really is worth the price you are asking - why must you feel obliged to add extra freebies worth 100 times more?

And yes - that really does happen every day - especially online.

"But my product for just $47 - and get £4,995 worth of freebies".

Oh please.

Freebies, extras and bonuses are great - but to THAT extent?

If you buy a car worth $25,000 - do you expect the dealer to give you extras worth $250,000? Of course not. You'll be lucky to get a free tank of gas.

If your product really is good, don't bow to the freebie-hunters. Go for the real customers - and give them a genuine sales pitch. Unfortunately for internet marketing business, it seems this has gone out the window, and the bonus package is simply belittling the true worth and value of the main product.

3. Customer Service

The BIG ONE.

This is where MANY businesses and business people fall flat on their face. Poor customer service, especially AFTER the sale, is deadly. Positive, active, effective customer service is VITAL both before and after the sale. Many concentrate on it before the sale?. Just to make that sale?. Then it all dies off.

Pre-sale service is a must. It helps retain the customer and is important to get the sale.

But ignore the POST-SALE service at your peril.

Once you have the customer?. It's much easier to up-sell, re-sell, get referrals?.. But if you end up losing that customer because you simply don't look after them AFTER you have their money?. Do you really think they are going to spend any more of their cash with you?

Poor after-sales customer service is also one major factor of refunds. Keep up good customer service - reduce your refunds (and complaints).

It's all about 'damage limitation'.

The key focus of this report is about your Viral Reputation.

It's very easy to catch a 'negative' viral reputation. And it spreads without mercy. Before you know - the first person to become infected (usually because you have failed in one or more of the above categories) - has 'infected' many, many others.

Just by telling their friends, family, colleagues, associates?. Then they in turn tell others what they know?. Then the others tell more???

Do you see my point?

A 'positive' viral reputation is far less contagious and not very virulent? it's much harder to catch.

FACT - People simply spread bad news at a rate ten times faster that good news.

Once the damage is done, once the negative virus begins to spread - finding the cure (stopping it or repairing the damage) will be incredibly difficult.

So, prevention is better than cure.

Prevent the negative viral reputation, with good service or products, honest sales pitch and most of all, rock-solid customer service. Slowly but surely you will benefit from the positive.

An article by Gary Durkin
Founder of the Internet Advice Center®
http://www.InternetAdviceCenter.com

Gary has more than a decade of offline international business success behind him, and has been doing business online for 6 years.

If you would like to join thousands of subscribers to his newsletter 'Delivering Success' - send a blank email to deliveringsuccess@kioskcities.ws

© Copyright 2005 - All Rights Reserved worldwide.

You are free to distribute this article, providing it remains unchanged and with the resource / bio box attached.

In The News:


pen paper and inkwell


cat break through


Mexico: Online Ordering?Dont!

I got it into my head sometime in December 2004... Read More

How Do You Create Customer Loyalty?

Another sad fact of life is that these days, very... Read More

Clients... and 38 ways to communicate with them

As Alan Weiss (guru to the savvy consultant) says: "It... Read More

How To Keep Your Customers Coming Back -- Understanding Customer Retention

Why do some businesses offer points, stamps or every tenth... Read More

Cultivating the Trust Factor

In today's highly competitive economy, it is difficult to maintain... Read More

From Disgruntled to Champion - How to Turn an Unhappy Client Into Your Best Customer

It's a salesperson's worst nightmare- the phone call that comes... Read More

Customer Service Is Dying - and Im Not Feeling So Good Myself

Have you ever called a company and been greeted with... Read More

Dont Forget your Existing Clients

Quest for new clients shouldn't ignore those who pay the... Read More

Absence Makes the Heart Grow Fonder

However, in the world of business, this cliché may not... Read More

Handling Difficult Customers - 8 Strategies

In any business our customers are one of our most... Read More

Customer First Customer Service

The world of customer service is rapidly changing. Thirty years... Read More

Listening to Customers - 5 Tips

In a strange juxtapositioning of articles, this month's UK '... Read More

All of the World of Business Is a Stage

One of the basics of acting taught to me in... Read More

Your Career Plan--Think Like A CEO

You've been going 6-to-late; exhausted by running the supersonic treadmill... Read More

You Bever Know Who Youre Serving

You Never Know Who You're Serving when customers turn irate.I... Read More

Is your Online Business Customer-Friendly?

Customer service is increasingly seen as one of the most... Read More

Customer Service: Why Bears Make Bad Customers

Every business owner should have a picture of his or... Read More

Create a Positive, Upbeat, Can-Do Workforce and Dazzle the Customer with Your Caring!

Given the choice of dealing with a positive, upbeat employee... Read More

Clients?Do You Really Need Them?

Running a successful business takes a lot of energy and... Read More

Poor Customer Service - Are Your Customers Driving Away Other Customers

Every customer you have is a word-of-mouth advertiser for you.... Read More

It Is All About Customer Service!

In this day of terrible customer service, it should come... Read More

Boomerang Customers- What You Might NOT Think Brings Them Back!

With all of the calendars and PDA's and lists I... Read More

Wholesale Buyers Versus Retail Customers

Are wholesale buyers and retail customers really different? Frankly, there... Read More

How To Handle Customer Billing Snafus

Q: I just discovered that for the past six months... Read More

Customer Service - Winning Customer Experiences

Winning Customer ExperiencesMuch research has been done on what the... Read More

Customer Service and Marketing that Works

Go into many businesses today and try and get service,... Read More

5 Ways Customer Service Managers are Implementing to Increase Customer Focus

According to a Forum Corporation survey of commercial customers lost... Read More

Are You Satisfying Your Customers?

The latest report from the American Customer Satisfaction Index (Michigan... Read More

Say It With Humor

When you own a business, you may find yourself in... Read More

Customer Service and The Human Experience

Historically, customer service was delivered over the phone or in... Read More

From Scowl to Smile: 5 Practical Steps to Instill Exceptional Customer Service

Whether in a restaurant, a retail establishment, or the local... Read More

Create Win-Win Deals With Your Competitors

In the competitive world of the 20th century, we generally... Read More

5 Golden Online/Offline Business Rules To LIVE Or DIE By

Whether online or off, if you plan on running or... Read More