Leveraging the Relationships of Others

It’s been said that what others have to say about you is far more believable than what you say about yourself.

We all put value and trust in what our friends and family have to say about products and services they have used. Being a woman, I have first-hand knowledge that women often seek this type of information from their circle of friends, inquiring about purchases they are considering making. Women also offer one another unsolicited recommendations or reviews in general conversation. Both of these are very powerful to any business. Word of mouth is one of the best ways to get more business, or on the other hand, lose business. So, how can you take charge of this phenomenon and get a flow of clients or patients to your business?

One of the best ways to do this is with an Endorsed Mailing. An endorsed mailing is a recommendation by one of your colleagues or peers to their clients. It’s basically a letter to their client base from them (someone these folks know, like and trust) letting them know how highly they think of you and your products or services.

The key, though, with this type of mailing is matching the right endorsement to the right target audience. You need to know who your ideal client is, and who in your circle has this same type of client. This can work as a reciprocal arrangement as well, if the match is good for both. You send a letter to your clients on their behalf, and they send one to their client base on your behalf.

Of course, you will want to also make sure you give some type of offer, and have a deadline, so there is reason for the prospect to take action. You want the offer to be something special, so that not only are they getting a recommendation for the product or service, but they are also receiving a valuable proposition that your endorser helped them get. This makes your endorser more valuable to their client and your offer enticing enough for them to do business with you.

Kathy Jiamboi
Owner of Creativedge Marketing, where growth-oriented dentists find dental practice marketing strategies and advice to take their practice to a new and higher level.
More articles by: Kathy Jiamboi
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