Copy-Cat-Copywriting

It's rare to see real customer service on the Internet
these days. So I was pleasantly surprised (not to say
amazed) when I got an email from Alexandria Brown's
assistant, Sharon.

I had taken advantage of the Ezine Queen's periodic
sale to run some ads in her royal ezine. After I sent
in my ads, I realized I had made a mistake in the
link. I had planned to make some changes at my end so
the wrong link would be the right link.

But before I had a chance, Sharon, Ali's assistant,
emailed to tell me they had checked the link and found
it wasn't working. I replied right away. Somehow that
message disappeared, but not to worry: I got a follow-
up phone call to be sure everything was okay!

I ended up giving her a different link, just to be
safe - but what amazing service. How many of us would
have checked our own links, let alone the links on our
ads?

That's where the Ezine Queen really succeeds.
Flawless execution.

If you've never heard of the Ezine Queen and don't
know what I'm talking about, go here and sign up for
her ezine here.

You'll be richer for it.

Labels: customer service, execution, ezine queen

Last February, I handed out my card after a speaking event. That version of my card included my photo.

One of the attendees pointed to the card and stated loudly, "Cathy, you must get new pictures. You don't look like this."

More than one marketing consultant has made the same point. Go to a professional photographer. Get some good pictures taken.

At first I used to tell the truth. I just take horrible photos. Back when I had a "real" job, my department sent us to a "real" photographer for PR photos. Everyone else looked like a model. I looked like a prison matron with bad hair.

But I finally gave in. I found a nice-sounding photographer on craigslist. His portfolio seemed great. Our session was fun. We all agreed: my dog, Gracie, could be a model.

Then I got an email message. "Cathy, you were a great subject. You were so brave and you are a good sport."

Needless to say, I'm already dreading the photos. And I learned: he's not a marketer. Needless to say, I dread opening the CD.

What can we all learn?

(1) Congratulate your clients at every step.

Increasingly we're seeing welcome messages that begin, "Congratulations!" rather than "Thank you."

(2) Remind clients they're receiving value.

As you deliver your service or product, summarize the value you are presenting. Often your client will express appreciation for what you did.

(3) When you honestly cannot deliver value, stop. Issue a refund or turn down the client before the first appointment.

Twice I signed up for teleseminars that did not deliver value for me. Each time I received a refund and the sponsors were extremely gracious. But I respect those programs and related products and continue to promote them as an affiliate. We just were not a good fit.

(4)Identify realistic, concrete outcomes your clients can anticipate.

Often a program or membership group will focus on process. "Two networking meetings a month." "You will feel empowered and successful."

Better: "When you follow the steps outlined in our program, you will add dozens of new sign-ups to your list." "You can expect to see higher on your Alexa rankings within 30 days."

(5) Find ways to document your client's progress.

After working with clients for 3 months, I like to go back to review their very first emails. Clients are surprised at how far they've come.

We tend to distort our memories - it's part of having a human brain. It's fun to compare a client's current situation ("I'm choosing between two specific businesses or careers") with where they were 3 months ago ("I have been going in circles for the past 3 years -not getting anywhere.")

To learn more, check out
Lifetime Streams of Income With Heart Soul and Chocolates on the Pillow.

Labels: client management, customer service, lifetime income

Some people have ADD. Some are hyper-sensitive to light and noise. Some cringe when they see a crooked picture on the wall.

Me, I live with crooked pictures. I don't think I have ADD. I don't mind street noise (although both the dog and I had trouble with fireworks that shook the windows last night).

But I'm hyper-sensitive to customer service. If someone makes a claim, I question the validity of that claim. If I'm paying money for a service, I expect someone to listen to my complaints.

Most Internet marketers don't. Hint that anything is less than perfect and they go all-defensive on you.

Hey, if someone's paying you big bucks, they want to keep working with you. Listen. And send them a thank-you freebie.

Labels: customer service, hype, internet marketers

Recently I purchased a book through a promotion by a famous marketing guru. Call her Ursula. I won't share her name, but she uses the word "wealth" a lot. Some promos were offered, such as teleclasses plus one individual consultation.

I wasn't interested in the promos but the book sounded good. So I ordered, figuring I could return it, sell it or give it away to a nice client.

Even before the book arrived, my phone began ringing. Someone I'll call "Melody" began leaving messages. "I want to book you for your complimentary consultation with one of Ursula's coaches."

Melody must have left half a dozen messages. Once she called as I was heading out the door. She bombarded me with email.

Finally I called. The conversation went like this.

Melody: I want to set up your wealth building session.

Me: Will you be the person conducting the session?

Melody: Oh no I just make appointments.

Me: Who will be conducting the session?

Melody: Let's see...you have been assigned to Lance.

Me: What are his qualifications?

Melody: He will introduce himself on the call.

Me: Does he have a last name?

Melody (reluctantly): Yeah...let's see...Lance Lovesmoney.

Me (googling frantically): I don't see him on the Internet. What will we talk about?

Melody (brightening up): You will tell him your income, assets and other financial information. He will help you choose a program. Ursula has programs to fit every need.

Me: What will be the outcome of this call?

Melody: You'll know more about Ursula's programs. You won't get financial recommendations.

Me: So it's really a sales pitch?

Melody: Yes. It's a sales pitch.

Me: Thanks. I am not interested.

Melody: Wait - why are you not interested?

Me: Let's see. You're asking me to put aside 30-45 minutes for a sales pitch from someone I know nothing about. You're suggesting I disclose personal financial information to a stranger for no reason other than to hear a presentation on something I don't want.

Melody: Oh. Have a nice day. (She did have a California area code.)

Me (to the dog, who's been patiently waiting for me to do something more productive, like take her for a walk): If she's so wealthy, why is she selling so hard?

Ursula needs to read my
downloadable ebook on building client relationships.

Labels: customer service, gurus, save money, wealth

While sorting through my email, I came across this query from a reader I will call "Meredith."

Q: Cathy, I sent an invoice to a client "John" recently.

John is a two-finger typist. He insists on phoning me every time he has a lot to say, to save the pain of typing a long email. In the email that accompanied the invoice, I pointed out that my time is worth $--- per hour. But since we hadn't discussed the cost of extra phone calls, I would only charge him half my hourly rate, this month only.

I am considering a monthly flat fee for unlimited calls to discuss my services.

A: Did everyone pick up the key word here?

Yes! Meredith said, "My client insists..."

Here are 3 tips for Meredith to deal with this challenge.

(1) Decide if you want to keep this client.

As a service professional, you have choices. You can politely decline to offer services to this client (subject to legal constraints on certain professions -- e.g., medical professionals cannot abandon a patient).

So John really says, "If you want me to be your client, be prepared to take calls from me 24/7." He's not insisting. He's just telling you how he would like to work with you.

You have to decide. Is John a potential referral source, giving you access to a lucrative market? Does he give you a chance to demonstrate your skills and add a magnificent sample to your portfolio?

(2) Clarify your policies before beginning to work with the client.

When you find yourself sorting out misunderstandings, chances are you haven't clarified your expectations up front.

Now's the time to decide how you want to relate to all your clients - not just John. You can always deviate from your contract on the side of generosity. You can say, "You're such a great client I'm going to throw in an extra 20-minute call for you."

Just make sure your client knows you're offering a special one-time deal.

For example, about 2 years ago, one of my favorite clients ("Norman") asked if he could call for a consultation on a weekend. He has spent quite a bit of money with me over a period of years. He's available as a reference for other clients. And as it happened, I was free that weekend...in fact, I was hoping for an excuse to get out of a social invitation!

But I made it clear: I am not offering this service to most clients and might not offer it again to Norman. These days I am usually too busy on the weekends, even for Norman.

(3) Never, ever surprise your customer with new charges.

I am not a lawyer (any lawyers out there?). So I am not giving you legal advice. But in my layperson's opinion and experience, if John takes you to Small Claims court, he will probably get those charges reversed faster than you can say "client attraction."

As a consumer, you are held responsible only for charges you agree to accept. (OK, the phone company and the credit card companies seem to be special cases. In the US they come under special lenient regulations. Don't make me go there.)

So you need to clarify your position the very first time John calls. You have to say, "This is not a good time. Would you like to set up a consultation?" Cut him off if he tries to sneak in a question or two.

If you allow him to talk on and on, he has every reason to believe the call is included in his consultation arrangement. Customers can be surprisingly naive about business practices outside their own fields.

Apart from the legalities, creating unpleasant surprises will harm your relationship with your client. Your job is to manage expectations so clients will be not just satisfied but delighted with the service.

Here's what I would suggest.

Offer all clients a choice of 2 or 3 plans. Plan 1 might be an hourly fee of $125, which includes unlimited email for a certain number of days after each call. Plan 2 would involve an hourly fee of $150 an hour, which includes brief phone consultations (up to 10 minutes, 30 days following the call) between calls, subject to availability. Calls over 10 minutes will be billed for a full hour.

Notice that now there's no way John can say, "I thought calls were included..."
You've spelled out the plans on your website and in your agreement. As you reach the ten-minute mark, you can (and should) remind him: "Our time is up. Would you like to continue? If so - no problem. I will just adjust your invoice for $125?"

The difference between the Plan 1 and Plan 2 will depend on how much you want to discourage phone calls. If you have extra time and you're building a client base, keep the difference small.

I would suggest creating names for Plan 1 and Plan 2 that reflect what you offer. Come up with positive reasons for choosing each plan: "For the busy person who spends lots of time away from a computer, Plan 2 makes the most sense..."

Oh yes - I would give John his money back. All of it. If you don't want to offer a refund, at the very least offer a credit against future services. Explain that you had forgotten to include this point in your service agreement or statement of policies, and then explain your new service plans and structures. You might even offer a little bonus - an extra 15-minute call or an ebook - to compensate John for the inconvenience.

After all, John's here. He's still with you, after you charged him for extra phone time. Think how much you'd have to invest to replace him. In my opinion, he's a treasure!

This article is based on my newest Special Report:
Lifetime Streams of Income With Heart, Soul and Chocolates on the Pillow.
Currently offered at a special price while I tweak copy and create some bonuses.
Clients for Life

Labels: client attraction, customer service, marketing coach, pricing

Recently someone sent me this story, which he considered using in a classroom setting for an MBA program: "Suzanne" grew tired of retirement. She started part-time work at a greeting card Shop. One day a customer asked for something that was not in stock. The new part-time employee took the customer’s name and phone number and promised to let her know when the item became available. A few days later the item arrived. Suzanne phoned to let the customer know she could stop by the store and purchase the item. The phone call was made from the employee’s home because she had inadvertently taken the note with the customer’s name and phone number home in her jacket pocket. The next day the customer came to the store and not only purchased the item, but also purchased other items for a total of over $100. Upon learning about the employee’s actions, the store owner threatened to fire her if she ever again phoned a customer from her home. She stated, “This is company policy and you should have known it.” So what's the moral of the story? Is the store owner short-sighted and stupid? Sure, the owner appears stupid because she seems to emphasize policy over profits. But she's also considering liability. She's thinking, "OK, this time the employee called from home on a business call. What if Suzanne decides to start a home business? Will she take home a list of names and numbers? "And I assure my customers I respect their privacy. If my employees take numbers home, what kind of assurance can I give them? What if Suzanne's teenage son finds a list and decides to prank-call everybody? Suzanne won't be liable. I will." Not likely. But unfortunately many of us have learned to think this way. And even more unfortunately, I believe it's necessary.

Labels: business owners, complaints, customer service, entrepreneurship

If you live in certain parts of the world, you probably have a box of Arm & Hammer baking soda in your home. You probably grew up with the familiar orange box and you take it for granted. When I taught Marketing 101, we would spend entire classes discussing Arm & Hammer baking soda as an example of a long, long product life cycle. It’s no accident. The company keeps finding new ways for customers to use the product: keep refrigerator fresh, put out fires, brush teeth, add to cat box…and a whole lot more. Your service needs longer life, too. How many creative ways can we benefit from your service? For example, copywriting can be used to create sales letters and websites. But copywriting also Creates irresistible offers to your website visitors Creates strong headlines for articles Develops strong content for your ebook or “real” book Sells your house Sells your unwanted stuff on eBay …and a whole lot more. A logo design can be used on a business card…and also on letterhead, newsletter, decal for car window, flyers and… Party entertainment can add value to bachelorette parties, birthdays, reunions, picnics, business retreats, training exercises and… Tip: Ask your clients how they’ve used services like yours. Then ask the same clients, “What are your 3 greatest challenges -- in any part of your business (or life, if it fits)?” See if a few creative tweaks -- to the service or the service’s advertising – will deliver genuine value to these clients.

Labels: branding, copywriter, customer service, internet marketing, life cycle

Your client Alicica has been a real gem. We've all had those clients - the ones we love to clone. Maybe they gave you a great referral. Or they bought your biggest package, achieved success and wrote a glowing testimonial. When they call for follow-up service, we feel guilty about charging them. Here's a tip. I don't recommend working for free. But you can send them gift certificates to your own business! Example: "Thanks for sending me referral X. Here's a gift certificate for $20 you can apply to any of our future projects together." Make up some clever certificates with your logo and attach them to your email or (even better) a card. When a client isn't likely to need my services again, or when I want to thank someone who's not a client, I send an amazon gift certificate or perhaps a book I think they'd like.

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Labels: client attraction, clients, customer service