Announcing: How to grow your business through positive word-of-mouth

There's a lot that you can learn about customer service from a stinky fish... read on to find out more!

There’s a lot that you can learn about customer service from a stinky fish…

Wow, what great feedback I got from you, my Marketing Tips readers!

It seems that the stinky fish customer service story really hit a note with you.

After all, everyone has been on the receiving end of poor customer service at some time or another.

(And if a company has bad customer service, then all the money spent on glossy brochures and slick websites is wasted.)

How to give your customers a great story to tell about your business…

The flip side of story telling is that a good story also gets passed around.

(Yep, that’s positive marketing you can get for free!)

But how can you get your customers to proactively tell other people a positive story about your business?

There’s a methodology in generating a positive word-of-mouth story

There are specific steps you can take to give your customers a great word-of-mouth story to tell their friends. I call this giving your customers ‘Mentionitis’, because they get a buzz out of telling the story!

The Leaky Bathtub eBook guides you through this word-of-mouth methodology step by step. There are also lots of examples so you can see how the storytelling works in different industries. Invest in your copy today.

The Leaky Bathtub

Get The Leaky Bathtub today.

Till next time,

Cornelia

Cornelia Luethi  BSc (Hons), DipM
Author of The Leaky Bathtub

PS. One reader loved this book because it’s “so easy to read and understand as it’s written in plain, non-marketing guru language for us non-marketing people”.

See more details of how The Leaky Bathtub can grow your business

 

Client wins nationwide building award

I’ve had the pleasure of working with Keola Homes in Auckland for nearly a year now. And the very exciting news is that they won a bronze Award in the New Zealand Commercial Project Awards at a National Gala Dinner earlier this month.

Many congratulations, Keola Homes!

Keola Homes’ award was for building the Magic Kingdom Childcare Centre in Blockhouse Bay, Auckland. The childcare facility features a host of environmentally-friendly credentials, including solar panels and rainwater recycling. The building process itself also had a strong emphasis on recycling.

There were some complex project management challenges for Keola Homes to deal with, as their client had to start marketing the facility and get Ministry of Eduction certification one month prior to the construction being completed. So the furniture was being delivered and installed, and the exterior landscaping taking place, while the construction work was still in progress… crazy!

Best of all, the childcare centre was completed on time; had no health and safety issues; and the childcare centre was over-subscribed with customers by the time it opened. Nice work!

My client, Sanjesh Lal (right) of Keola Homes, receiving his Commercial Project Award.

My client, Sanjesh Lal (right) of Keola Homes, receiving his Commercial Project Award. Presented by Hon Steven Joyce, Minister for Economic Development.

The award-winning childcare centre built by Keola Homes, Auckland.

The award-winning childcare centre built by Keola Homes, Auckland.

What makes this win exciting from my point of view is two-fold:

1. My client faced intense competition from large building corporations in these Awards

Sanjesh at Keola Homes reckons they were the smallest business by far to win an Award. It is awesome to see a small business doing well on what’s traditionally the big boys’ turf. It shows that small businesses can do great things.

Very well done indeed, Sanjesh and Sangita! 🙂

2. It demonstrates that I get great results for my clients!

OK, so I didn’t help to lift a single brick nor did I wield a shovel to help construct the award-winning childcare centre.

But I did write the award entry – which was very extensive and detailed (about 6,000 words in total). Plus I’ve been working on Keola Homes’ marketing and copywriting for nearly a year… so it goes to show that professional copywriting can make a real, demonstrable difference to a business of any size.

And now that Keola Homes has won an Award, I’ve been busy writing and distributing a press release to selected niche publications to help spread the message and capitalise on this marketing angle.

(Tip: if you win an Award, take the opportunity to blow your own trumpet. It’s not you saying that your company’s great, it’s an external commendation… so tell people about it! If you’re not sure how to do that, then get a PR professional to help you.)

Important factors in getting your story picked up by the media are:

  1. Timing: you need to react promptly. And hope like heck that there’s no major news story to obliterate your chances of getting covered.
  2. A strong angle: your story needs to be newsworthy and relevant to the publications you’re covering. You probably need an angle stronger than “we’ve won an award”, it needs something else as well to give it the x-factor.
  3. Selecting the right publications: getting coverage in a nationwide paper or TV is hard. So go for the lower-hanging (but just as tasty) fruit, such as niche publications read by your target profile
  4. Photographs: a picture paints a thousand words, and editors are more likely to give you coverage if you have some good quality, high-resolution images to go with your story.

Even more good news for Keola Homes: editors are already picking up on the media release I wrote and distributed. Woohoo! 🙂

About Keola Homes…

Keola Homes is a family-run building company, with husband-and-wife team Sanjesh and Sangita Lal taking care of Operations and Accounts respectively. Their nephew, Amrish, a recent graduate, is the Project Manager, and part-time Project support comes from Sanjesh and Sangita’s son, Rohil, a student.

Keola Homes specialises in the design and build of architecturally-designed homes Auckland-wide; these are often on sloping or difficult sections. Sanjesh manages a team of approximately 25 sub-contractors at a time… he’s one busy business owner!

Sanjesh and Sangita Lal with their very well-deserved Commercial Building Award.

Sanjesh and Sangita Lal with their very well-deserved Commercial Building Award.

Many, many congratulations, Sanjesh and Sangita – you deserve this!

Cornelia

Cornelia Luethi BSc (Hons), DipM
Copywriter and marketing consultant

PS. Are you an Auckland small business owner in need of some copywriting and marketing magic?

My copywriting and marketing services are in hot demand at the moment, but I may have an opening in a month or two. Please contact me to check availability (space is allocated on a first-come, first-served basis… it’s only fair that way!).

Note that award entry writing services are only available to Retainer clients I’ve been working with some time, and I only write one award entry at any time. I put a massive amount of effort and energy into client award entries – that’s why my clients do so well in Awards! So far, every award entry I’ve written has resulted in my client becoming at least a Finalist, if not a Winner.

So if you’re thinking of entering an Award next year and would like some help, now’s the time to get the conversation started. The first step would be to have an initial marketing consultation: full details and prices are here.

Any questions? Ask me!

 

Client wins prestigious business award

Cornelia Luethi’s longest-standing client, Rubywaxx beauty therapy salons, won the Excellence in Retail at the Westpac Auckland Central Business Awards on Friday 2 November 2012. The Award was presented at a black-tie Gala Dinner at Auckland’s five-star Langham Hotel, attended by more than 500 people… and yes, I (Cornelia) got to go along too!

I blogged about Rubywaxx making it as a finalist in the Awards back in August, and yep, we’ve been waiting with baited breath till now! There were 111 entries across all categories, so winning the Award is quite an achievement.

$13,000 ROI (return on investment) on the Award entry

I prepared the award entry on behalf of Rubywaxx… three categories were entered in total, so this was a pretty huge task!

As well as writing and structuring the copy, I did all the data analysis, created charts, took photos, and formatted the document. (It had to be nice and pink, of course, to match Rubywaxx’s pink branding!) After the event, I also wrote and distributed Rubywaxx’s media release.

The work paid off for the client: the Excellence in Retail Award was sponsored by the NZ Herald newspaper. The prize: a $13,000 advertising package… veeeery nice!

Additionally, there was a large feature in the NZ Herald today on Rubywaxx:

Rubywaxx wins Excellence in Retail Award

I did make a small appearance in the paper myself!

Ruby Francis and Cornelia Luethi at the Westpac Auckland Central Business Excellence Awards

… cool! (I did not expect that… it was quite a surprise to see myself in the newspaper with the largest circulation in New Zealand!) 🙂

Here are some more photos from the evening:

Ruby Francis of Rubywaxx making her Award acceptance speech.

Ruby Francis of Rubywaxx making her Award acceptance speech.

Daniel Dalton from APN presenting Ruby Francis of Rubywaxx with her Award.

Daniel Dalton from APN presenting Ruby Francis of Rubywaxx with her Award.

Ruby Francis and Cornelia Luethi with Rubywaxx's Excellence in Retail Award.

Ruby Francis and Cornelia Luethi with Rubywaxx’s Excellence in Retail Award.

Many, many congratulations, Rubywaxx – you deserve this!

Cornelia

PS. Are you an Auckland small business owner in need of some marketing magic?

I currently have some openings available for new clients (but hurry, I take on client on a first-come, first-served basis, as that’s the fairest way to do these things.)

If that sounds interesting, the first step would be to have an initial marketing consultation: full details and prices are here.

Go on, your company could become an Award-worthy business too!

 

Congratulations to my first ever client, Rubywaxx!

If you’ve ever had a marketing consultation or a coffee with me, you might have heard my favourite (true) story. And that story is about me still working with my first ever marketing consulting client.

Here’s the story…

When I started my marketing consulting business in 2006, I did a free marketing plan for my beauty therapist, Ruby Francis at Rubywaxx. At the time she had one team member – and I needed some marketing plan writing practice. (I’d written many of them before, but not for a few years.)

Fast forward 6 years…

Rubywaxx now has 3 beauty salons – with a 4th opening next week – and a team of 10+ beauty therapists.

Some of the Rubywaxx team: business owner Ruby Francis (right) with two of the beauty therapists.

Some of the Rubywaxx team: business owner Ruby Francis (right) with two of the beauty therapists.

Best of all, I’m still working with Rubywaxx on their marketing each month. And that’s how I get my kicks – seeing a great business such as this grow and thrive.

What kind of marketing work do I do for Rubywaxx?

I work on a regular monthly marketing retainer for Rubywaxx, and the work is varied. To date this has included:

  • Marketing planning: We started with a comprehensive strategic marketing plan, but now we work from a simpler one-page marketing plan.
  • Idea generation: part of the marketing planning process involves generating ideas. In the past this has included initiatives such as a loyalty scheme, and lots lots more besides.
  • Marketing project management: Making sure that everything that needs to happens, happens – and on time.
  • Email newsletter: The production schedule I’ve written ensures this runs like clockwork. I write and research the articles each month, and source suitable photographs. I then liaise with the supplier who sets up and sends the email newsletters. (This is an icky, time-consuming job, so I outsource this work to someone who’s more skilled at this.)
  • Website: I made the Rubywaxx website (a long time ago… I no longer make websites for clients) and have written all the content for it. The SEO website copywriting work I did means that the site receives a huge number of visitors – and the customer-focused copy converts these visitors into actual paying customers.
  • Social media: Most of Rubywaxx’s Facebook Page updates are done in-house, but I add to this as needed to ensure that there are regular posts and updates.
  • Marketing collateral: I’ve helped with (a) figuring out what marketing collateral is needed; (b) writing the content for that collateral; (c) sourcing photographs for the collateral; and (d) generating design ideas for the graphic designer to finesse.

Working with a vibrant, growing business such as Rubywaxx is both fun and rewarding.

Even more exciting, Rubywaxx has received recognition of its hard work

Last night Rubywaxx was announced as being a Finalist in the prestigious Westpac Auckland Central Business Awards 2012, in the Excellence in Retail category.

I’m thrilled and relieved at this: it was my idea they enter, and I wrote the entry submission.

Neck on the chopping block, much?!

Yes – but I know a good business when I see one. And it’s awesome to see Rubywaxx’s hard work rewarded in this way.

(In case you’re wondering, there were 111 entrants in the Awards, and only 4 are a Finalist in this category. So it’s an awesome achievement for sure.)

The winner will be announced early November, but in my view, Rubywaxx is already a winner.

Congratulations, Rubywaxx – you deserve this!

Cornelia

PS. Are you an Auckland small business owner in need of some marketing magic?

I currently have some openings available for new clients (but hurry, I take on client on a first-come, first-served basis, as that’s the fairest way to do these things.

If that sounds interesting, the first step would be to have an initial consultation: full details and prices are here.

Go on, your company could become an Award-worthy business too!

 

Announcement: How to get better results online with the Website Owner’s Manual

Have you ever noticed how websites and cars have a lot in common? They’re both essential tools for business, and they can both cost a lot. And they both need maintenance from time to time.

Except it’s relatively simple to maintain a car

You can simply drive your car to your local mechanic, who’ll take care of it all for you. The mechanic does the work; you hand over the payment; and you drive home in your fixed car. (OK, so you may wince slightly as you hand over the payment, but that’s another story!)

It’s a bit more complex with a website…

Websites are more complex to maintain because there’s so much gobbledegook involved! And yes, there are certainly lots of people who say they can get you better results on line, but their promises are so vague or so jargon-riddled that you have no idea whom to trust.

Typical sales pitches you might hear include:

“We’ll get you to the top of the first page of Google” … um, yes, for which keyword? And is it even a relevant keyword?

“We’ve noticed that your website uses meta java and it’s affecting the page rank serialisation of the inter-web and makes your site invisible to dogs when there’s a full moon.”

OK, so I made that last one up, but you get the picture. 😉

The picture being that there’s a huge amount of jargon out there, as well as lots of vague (but impressive-sounding) promises.

How are you meant to make sense of it all? After all, you have so many other things on your To Do list!

That’s where the Website Owner’s manual comes in…

At last! Easy-to-read and plain-speaking tips to help you get to grips with your website.

At last! Easy-to-read and plain-speaking tips to help you get to grips with your website.

The Website Owner’s Manual is an eBook written by me, Cornelia Luethi, that’s designed to rev up your website… and for less than the price of a tank of gas. It outlines in clear English:

  • Website updates: How often should you update your website? And what on earth could you possibly add to it?
  • Conversion: What tweaks could you make to your website to turn more visitors into customers?
  • Links: Why is it important to have quality websites linking to your website? And how can you go about getting these links?
  • Communication: How can you communicate with your customers online? And what sort of content could you use?
  • Measurement: What exactly should you be measuring? And how?
  • Real world strategies: What can you do in the real world to encourage people to visit your website?

65% more content!

The Website Owner’s Manual has just had a huge update. After all, technology moves quickly, so I make sure that my eBooks are always up-to-date too.

This eBook now has 65% more content… and it’s still at the same great price! The update includes 3 new chapters on:

  • Search Engine Optimisation (SEO) basics: You’ll discover the process I work through when I write SEO website copy for my clients… this is the first time I’ve revealed my ‘secrets’!
  • Social media: Find out how to leverage this on your website – even if you’re not actually using social media yourself.
  • Conversion factors: How to build trust online.

60 Day Money Back Guarantee

Easy-to-read layout!

The Website Owner’s Manual is packed with graphics, screenshots and checklists to make it practical and easy to use.

But don’t just take my word for it, here’s what a customer has said about it…


“I didn’t really understand my website till I read this eBook”

“Although I have a website for my business, I don’t really know much about it or how to get it to perform better. I was hoping that the Website Owner’s manual would enlighten me – and it certainly did.

The eBook is written in a way that’s really interesting and is full of information that’s totally new to me. In fact, I found the eBook so absorbing I couldn’t put it down and even continued reading it at dinner in a restaurant!

I’d really recommend the Website Owner’s Manual to any business owner wanting to get the best results from their website.”

– Mark Barham, Auckland Plumbers Group


Cornelia Luethi will show you how to help stop your website visitors from leaking away in her Website Owner's Manual eBook.

Cornelia Luethi will show you how to help stop your website visitors from leaking away in her Website Owner's Manual eBook.

To find out more about the Website Owner’s Manual, and to buy online, visit:

http://wordsbycornelia.com/products/website-owners-manual/

And remember, it costs less than a tank of gas for your car, and it’s got a 60 Day Money Back Guarantee, so go check it out!

Cornelia

Cornelia Luethi BSc (Hons), DipM

– Author of the Website Owner’s Manual

Goods and services provided by FX Marketing Limited (New Zealand)