An Unexpected Response to One Email

woman_reading_screen-tnHow often have you received an unexpected and creative email from someone you didn’t know?

Maybe not that often. Or . . . if you are lucky, you do get unexpected + creative emails every once in a while.

This is something nice that happened last week:

After months and months of being a customer and receiving friendly and efficient service at a local Chipotle Mexican grill and then emailing a testimonial on their website, I received a surprising (in a good way) reply.

Not only was it a fast response, though short, it was one of the most creatively worded emails I’ve ever seen.

This is the thing:

You know how – when service is really good at a restaurant, plus you enjoy the food –

you think:

“I have to tell someone, like a manager, how much I (as a customer) really appreciate the good food and great service . . .

“. . . and how this one employee is always genuinely friendly and efficient.”

Because:

How often do these hard-working folks hear positive feedback from customers?

How often do the higher-ups in another state hear positive feedback about employees they might not know?

So, after procrastinating for much too long, I found out how – and who – to contact about the great service at this restaurant.

They have a good talk to us page on their website.

Positive Feedback Makes a Difference

I wanted to let them know about one employee who is nearly always there and is genuinely friendly and efficient.

She actually appears to LIKE her job.

And when things are busy and moving quickly in a fast-food restaurant this is kind of unusual.

Not only did I get a quick response to my email, but it was one of the most creatively worded emails I have ever seen.

Chipotle began a trend in restaurants that the industry has dubbed “fast casual,” which offers a more upscale dining environment and food quality along with higher prices.

(Actually, the Chipotle burrito bowl is not too much more chipotle-chicken-bowl-tnexpensive than a
Big Mac meal.  I know this is true because every once in a while I have a “Big Mac Attack.”)

The creative email I received from Chipotle responding to my testimonial:

“Ann,

“It sounds like we have quite the rock star on our Virginia Beach Crew.
I’ll be certain to pass your wonderful words along to Audrey and her team so they, too, can jump up and down with joy.
I hope we see you for another tasty outing soon, Ann, and thanks for showering us with love.

“Your bud in the burrito biz,
Ashley”

(“Marketing Consultant
Chipotle Mexican Grill”)

And, no, I am not an affiliate of – or being paid by – Chipotle Mexican Grill.  Just a happy customer.

If you would like to request a testimonial from one of YOUR happy customers, you can get great pre-written copy-and-paste testimonial request letters in my e-book.  Plus more than 50 different business and marketing letters that can also be used as emails. You can see a complete list of the contents on this page.

How to Make an Objection Disappear

magic-disappearing-graphics-tnYesterday in the grocery store I heard a woman say excitedly:

“Look at this: ‘Buy one and get one free!'”

Her husband (I’m guessing it was her husband) objected and said:

“But we don’t need that today; maybe next time.”

Then the woman pointed to a sign next to the product, which contained a very important phrase.

They ended up buying the thing they really didn’t need.

At least they didn’t need it at that time.

But . . . why did they buy it at that moment?

Because of the phrase on the sign that made the objection disappear:

                                       “Valid through February 26th.”

(Studies show a 75 percent increase in sales with a limited-time offer.)

. . . .still one of my favorite ways to answer an objection is on this page.

Here is a fact for you:

There are ways to make sure you won’t hear an objection.

And that makes your day much less stressful.

CLICK HERE to read how to get better results when responding to objections.

3 Best Puppy Love Marketing Tips

Golden-retriever-puppy-and-clydesdaleIt is almost Super Bowl Sunday again and despite all the talk about “deflate gate” and what the New England Patriots may or may not have done to their footballs, I doubt that Budweiser can ever top their Super Bowl “Puppy Love” TV commercial.

The YouTube video has been viewed more than 55 million times. If you have not seen this feel-good video or just want to see it again, you can watch it here

Almost makes me want to adopt a puppy :-)

And as for the three best marketing tips from the Puppy Love commercial, they are:

  • Be distinct,
  • It’s not about you
  • Get Emotional
  • More on this page

Till next time,

Ann
p.s. – Private one-to-one coaching will start in February.  Want to sign up? Drop me a line.

Your Easiest Break-Up Ever

break_up_advice-tnWhen I saw this headline in the local newspaper, it almost seemed to jump off the page.

It was a small ad in the bottom right-hand corner of the page.

The headline immediately captured my attention, curiosity and interest.

I wondered what it was all about.

Three Seconds to Grab Attention

If the headlines in your emails, direct-mail letters, newpapers or flyers are under-performing, then it is costing you sales.

No doubt about it.

When selling products or services by email, direct mail or on the Internet you have about three seconds to make your point or lose the reader.

The headline in this ad was such a great attention- getter that I immediately read the ad then clipped it out of the newspaper.

Capturing Attention

In this ad there was a photograph of a young, attractive blonde woman next to the headline.

But I had no idea what product the ad was supposed to be selling.

The headline made me curious, so I HAD to read the ad copy and it was good – it also explained the wording in the headline.

You could actually change the text a bit and use it for any type of product or service.

This was the text:

“Your hair deserves the best.  It should not have to settle.
If your current stylist doesn’t get your hair or takes it for granted . . .
it is time to move on.”

After that paragraph, a telephone number was listed, along with the name of a local beauty shop.

So, how do you create a GREAT headline if you are not a professional copywriter?
Glad you asked :-)

Five Tips to Writing Great Headlines

Five tips that will empower you to write a great headline today.

1.   Make your headline short.

Five to seven words works very well. You can be more expansive in the sub-head, once you have your visitors’ attention.

2.   Use a question as your headline.

The point of your headline is to get people to stop long enough to read the rest of the message or consider your site. Asking a question is a great way to do this, if you ask the right question.  HINT: The right question is always one that can be answered by your product.

3.   Be clear.

Tell the reader exactly how your product will help them.

(There are exceptions. Although this “Break-up” headline was not clear, it made me curious enough to read the entire ad.)

4.   Use a “number of steps” formula.

If your product will solve a problem in a certain number of steps, say so. People love simple solutions to their problems.

Or . . . use a “number of ways” formula. Use this instead of a number of steps.

5.   In an advertisement, a good headline takes up 50% of the ad space.

Print ads should have enough white space surrounding the headline to make it a clean and obvious central focus point.

Want some help?  Join my private one-to-one e-Course and I will help you create attention-getting ads and emails!

One Question Gets the Attention of Frazzled Prospects

person-dialing-phone-tnWouldn’t it be nice if you could get your foot in the door with your first call to a busy prospect?

Nice, but rarely ever happens.

Your prospects are getting phone calls from everyone else who sells the same products and services.

Let’s face it:

Your prospects and customers are crazy busy and they don’t have time to listen to everyone who tries to pitch to them.

To get some of our prospects’ precious time, we need to spread multiple contacts out over time – sometimes 10 or 12 contacts before we get the opportunity to make a presentation and ask the right questions.

And when we DO get their attention, we need to demonstrate that we know what we’re talking about and can provide the solutions that will solve their problems.

There is one specific question you can ask that will let your prospect know that:

  •  You have the experience and knowledge they need.
  • You have provided solutions to companies similar to their own
  • You are different (in a good way) from your competitors

The attention-getting question below is included in the book “Snap Selling,” written by best-selling author Jill Konrath.

“You already know that if you ask questions, your prospects will see you as more competent and caring, but you may not realize that some questions are better than others.

“Plain vanilla questions such as ‘What are your objectives for the coming year?’ or ‘What are your primary problems’ can be asked by any reasonably trained seller without much knowledge or experience.

“However, if you want to get to the Go Zone, you need to take your questioning skills to a whole new level.  More specific questions demonstrate your expertise.”

The Intelligent, Specific Question

To start a real conversation with prospects, ask this one brilliant question (customize for your specific products):

“Mr. Prospect, in working with other companies who were making copier decisions, I find that they’re typically concerned with 4 very basic criteria:  ease of operation, flexibility, reliability and quality.  Can you tell me which of these factors is most important to you and why?”

“See how you can bring in your experience?  This question leverages your expertise and will be more likely to start a conversation than “plain vanilla questions.”

 _    _    _    _    _

Dear Reader:  You CAN get attention plus build trust and credibility with prospects during your first call.  When they know you, like you and trust you, prospects are more likely to buy from you.  My one-to-one private e-course is designed specifically for your situation to get the results you want.  Take a look at what my favorite clients say about working with me  then contact me and I’ll get back to you within 24 hours. I look forward to helping you achieve your sales goals!

– Ann