Main Street the Business to Business Magazine

Advising - by Jean Loxley-Barnard



TESTIMONIALS: WHAT CUSTOMERS AND CLIENTS SAY ABOUT YOU

We have all heard the saying, ‘A happy customer tells three people, but an unhappy customer tells nine.’

I believe it. Another frequent adage supports the concept: ‘The best advertising is word of mouth.’ That is also true. However, I have two cautions about depending on word-of-mouth. One is that the flip side of good word-of-mouth is bad word-of-mouth. A second drawback (or advantage) is that word-of-mouth takes a while.

I am fond of answering the best advertising adage by pointing out that advertising in one of our Main Street publications reaches approximately 10,000 businesses and each of our ten Shoppers reaches approximately 25,000 people – totaling a quarter-of-a-million each month. Without multiplying the goodwill of three happy customers, even the most wonderful compliment will take a long time to compound.

There is no substitute for what
clients actually say.
One of my all-time
favorite testimonials came from
Mike Keverline, MD.
This kind ophthalmologist said simply, "I advertise
in The Shopper because I read The Shopper."
It reminds me why I love my business.

Our publishing business has grown steadily since 1981, helped greatly by the number of our readers who intentionally set out to tell our advertisers, ‘I saw you in The Shopper,’ and now, thankfully, ‘I saw you in Main Street.’ Recently, just as the postman delivered Doctor to Doctor Magazine to doctors’ offices in Southside Hampton Roads, John Maddux, RRMM’s hugely popular president, told me he already had an email from a surgeon at the beach who had seen him on its cover. I was delighted.

It really does something for us when we hear complimentary information, just as anyone who hears good feedback experiences. The really wonderful news is that we can all share our testimonials with potential clients and customers. It greatly multiplies the process of passing on a compliment. Let your customers and clients spread good news about you.

There is no substitute for what clients actually say. One of my all-time favorite testimonials came from Mike Keverline, MD. This kind ophthalmologist said simply, "I advertise in The Shopper because I read The Shopper." It reminds me why I love my business.

We are fortunate to be able to mail testimonials from happy advertisers, but any business can share testimonials they have received. Some restaurants have photographs of famous people or local heroes eating at their establishments. Smiles alone serve up a testimonial.

Dan Ryan could feature a well-known personality wearing his latest fashion. Brad Rose, Charles Barker’s sales manager, could line his wall with photos of the autos he sold to happy clients – all photographed with him. I published a photo with Brad and my first Lexus and, when buying my second, he related that someone from Great Bridge came in to buy from him and showed him that first small photo of us. When we published CPA Nell Green’s testimonial for Main Street, we both benefited. We appreciated her kind words and Jones CPA was recognized as well.

Testimonials, when given freely in a customer’s own words, are invaluable. It is, after all, word-of-mouth – in our case, published in a respected publication and delivered by direct mail. If three people at a time are as kind as our clients and readers have been over these 35 years, you will enjoy the fruits of their compliments. Thank them for it.



Jean Loxley-Barnard has been a writer all her life and studied both sociology and psychology at George Washington University where she earned a B.A. Her company, The Shopper, Inc., encompasses all the Loxley-Barnard family publications 11 Shopper Magazines, Doctor to Doctor Magazine and Main Street The Business to Business Magazine. She has been in the advertising, consulting and publishing business for 35 years.



Site Development © 2017 Internet Marketing and Design
Website Content © 2017 Main Street the Business to Business Magazine