Show me the money Use online video to power your testimonials

Posted by tom klein May 15, 2007

Are you going to scream if you have to sit through another boring, powerpoint sales presentation? Think about how your own customers feel.

Instead of the same old blurbs trapped in sales powerpoints, why don’t you get your best customers to say it for you? Webex can show you the way. Their testimonials are real, not overly rehearsed. We’ve gotten used to candid video, so you can go without the fancy and expensive video production.

The small company China Books caught a good customer at a trade show with an inexpensive video camera. You can do the same – and your sales efforts will stop putting your prospects to sleep.

The secret behind YouTube is that they made online video easy and made it look good - something we all like. You can even record directly into YouTube in a matter of minutes. More than 35 million logged on to YouTube almost 115 million times in February 2007, giving the site a 45 percent share of the Internet video market, according to Web analytics firm Compete.

Choose a testimonial from a customer that looks the most like your target. Remember that you want the testimonial to focus on your brand’s key benefits. Be sure to be prepared to ask questions that focus the conversation on what’s important - no platitudes and no rambling.



  I just texted to say I love you Connect with your customers by text messaging

Posted by tom klein May 14, 2007

Millions of fans use text messaging to vote for the American Idol. Text messaging can connect your customers and prospects with your brand, too.

NBC’s TV ratings blockbuster – Heroes (No. 1 new show for viewers 18-49) goes beyond simple polling and uses text messaging as part of an integrating marketing effort, called Heroes 360. Characters from the show develop websites, send you text message clues and reminders, and generally extend the show’s excitement (program details) well beyond the boundaries of TV. Try the Heroes 360 experience right now by sending the text message HEROES to 62288

You can use a similar approach to bring your best customers closer – alerts for product news, promotions, or special opportunities. "A" students can go further and create an integrated marketing effort that documents the experience of your best customers using text messaging, blogs, and online video.

Have you noticed how these services don’t use regular phone numbers for receiving texts? They use a 5-6 digit number that’s called a common short code or CSC. You can reserve them (through a third party association – the CSCA) for as little as $500 per month.

What a great way to create and manage a one to one dialog with your customers – while positioning your brand as youthful and tech savvy. Also, since sending text messages is much like direct mail, you should be able to establish a direct link between the investment and the return.


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