How to Let Customers Know Your Bussines is excellent

we’ve just talked about the need to decide which groups of customers and friends to focus your marketing efforts on. This chapter discusses the best ways to give those people enough information about your business so that they will know why it is good and be able to communicate this to others. The point of doing this is obvious. To really become effective missionaries on your behalf, your customers, potential customers and friends need to know specifically what sets you apart from others in your field. How do you make sure your customers have enough information about you to spread the word knowledgeably? One way is to tell them yourself. The way you run your business, of course, makes a strong statement. However, you should also make an effort to give your customers information that lets them judge the quality of your business for themselves. For example, a plumber might say, “I’m glad you let me install 3/4-inch copper pipe instead of plastic, because I feel confident it will last two generations without giving you any problems. Also, it works so well that the pressure in your shower is now good enough that you can take a shower while washing the clothes and running the dishwasher, without loss in pressure.” Or, if you tell a customer in your boutique that the half-Dacron, half-cotton jumpsuit she is considering buying to bring on a trip will dry on a hanger in two hours without any wrinkles, and it does, that person has clear evidence that you and your business can be trusted. Or, if a respected financial columnist states that for a certain type of investment, a 15% return is excellent, and your personal finance advising service has just done substantially better than that, you will want to be sure your clients are aware of how you compare. New Balance bases their marketing on the concept that high quality athletic shoes can be made in America at competitive prices. They include a hang tag with every purchase explaining their commitment to providing jobs for American workers and to support domestic manufacturers and suppliers where possible.
A second way to ensure that your customers have information is to have someone they trust tell them how good your business is. Positive validation by a trusted person can be extremely effective. For instance, think about how good you would feel if a fashion designer told you the suit you were wearing was beautifully tailored, or if your uncle who is a dentist looked into your mouth and assured you that your regular dentist did excellent work or if an award-winning architect remarked positively about the remodeling job you had just done on your kitchen. You can and should, of course, use both of these methods to let your customers know that you run an excellent business. Once they know this, they will not only tend to patronize you more themselves, but will also surely recommend your business to others.