Endorsements how to get a flood of new business

When you advertise, even when you have an excellent ad, people are on guard. They know that most businesses will say anything in an ad to get people to come in to buy. So most people read ads with an automatic 'ad filter' working in their minds. That filter constantly says: 'Don't believe everything you read!' That's the limitation of even the best paid advertising.

Is there a way around it? Yes! In fact, there are many. One of the best is the endorsement. When you get another customer, or a well-known individual to endorse your product for nothing, it's like getting a great advertisement that won't trigger the dreaded 'ad filter' in people's minds.

Imagine if a person hears this from a neighbour or friend they have know for years: "You know Bill, if you want to get an excellent deal on a (product) you should go see ABC. I was really pleased with (product) and I got a great price. They're really nice people to deal with!"

What is Bill thinking after he hears this? Well, he's not thinking: "Oh sure he says that, he's getting paid to say it!" That's what Bill thinks when viewing a paid advertisement! But when he hears it from a trusted friend who is getting no kick-back or payment for his endorsement. It's all pure information. Chances are high that if Bill wants that product or service, he will go in and buy.

So the key is to get other people to endorse your product for you. Sometimes it happens spontaneously, but you want to make sure it happens, and happens a lot. How do you get this done? There are several ways. First, you can ask your satisfied customers to recommend you. You can even reward them for the favour. Offer a discount or some kind of freebie for every prospect your customer sends your way. Most of the time, the new prospect will not know, or care, if their friend received an additional incentive to endorse.

Another way is to get a third party to endorse you, such as another non-competing business owner, professional or celebrity. For example, a dentist might send out this letter to his captured customer list:

Dear (Name)

I'm writing to thank you for your loyalty as a patient and to tell you how much I value your business. Because of this I wanted to let you know about an excellent opportunity that may make your life (and dental bills) better. My friend of many years, Rob Jones, is an insurance broker specialising in medical insurance, and he currently promotes a sickness and accident policy which I think is an outstanding deal, and which will also provide you with a great deal of comfort and security in the event that you are unable to work due to illness or injury related reasons.

More to the point, it offers additional ancillary benefits that help towards medical and dental costs. When Rob detailed it to me I knew that it would be something that many of my patients would want. Rob tells me that the plan will give you the confidence and security of knowing you and your family is well cared for in the event that you can't work for health-related reasons. (Something which I hope does not happen to you in a million years!)

Also, I understand Rob is offering the first month free until the 30th of this month. Amazingly, the plan offers you your entire premium payment back in the event you don't use it in 12 years! I can't think of a better deal that comes with so many great benefits.

Feel free to call Rob anytime on 01234 567890 or see him in person. He's located at 123 High Street, Anytown. It won't cost you a penny to talk to him, and I think you'll enjoy hearing about this plan and taking advantages of Rob's special offer.

All the very best, Jim Dentist

You can bet that a letter like this is going to get a wave of business heading towards Rob Jones, insurance broker! An endorsement that's sincere and compelling is simply going to get the job done.

An important thing to note: a good endorsement should not be lukewarm or basic or matter-of-fact. The best endorsements are enthusiastic, warm and personal. You certainly have associates who you can contact right now to arrange an endorsement. Offer to do them a favour if they do you a favour. You can offer access to your customer list in exchange for their help.

The endorsement does not have to come from anybody famous or a celebrity, although that really would be a good thing. The problem with the famous, however, is that they're difficult to contact, expensive and even more difficult to get an endorsement agreement from. Luckily, you don't need them! You'll have all the business you can handle if you get local, respected ordinary people to give you a pitch.

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Continue reading here: Never underestimate the intelligence of the buyer

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