These Five Power Words Are Like Gourmet Aroma to the Discerning Customer

My friend, Jeff, has a nose for gourmet foods. He will walk past all the olfactory noise of a hundred competitors and isolate a single aroma that turns his head and makes him want to find out more. To watch him take a bite of gourmet chocolate is like watching the most beautiful story ever told. You want in on the experience and soon you are captivated by stories of jungles and cocoa and organic farmers.

Curiosity has been described by Edmund Burke as "the first and simplest emotion which we discover in the human mind." Those individuals and businesses that have harnessed the power of creating curiosity are the ones who lead us and make us thirsty for more.

What is their secret? What words do they leverage in crafting their message to awaken need and want inside of us? Are you effectively utilizing these power words in your marketing messages?

Power Word #1: How

How is that word that appeals to our need to learn, to do and to excel. It creates the desire to get me from where I am at to where I want to be in a practical manner. The promise and the allure of How boldly promises the message of exclusive knowledge, experience and membership. Consider how these messages create the desire to know How . . .

• How a bald barber saved my hair . . .
• How the XYZ Company grew by 150% in just six months . . .
• How can one word in your headline can drive traffic to your website?

Power Word #2: Why

The power of Why is the power of understanding. Human nature recognizes that the person who understands is the person in control. The promise of understanding framed by the power word Why is the promise of controlling one's life and situation. Create want and need using the power of Why as seen in these examples . . .

• Why social media will shape your business in the next two years . . .
• Why long term care insurance will let you spend more weekends at the cabin . . .
• Do you want to know why eating more meat is better for your golf game?

Power Word #3: These

Specificity is the intrinsic power of These. By isolating what needs to be in place and what needs to go you shake off the dead weight and tune up what is being neglected. Crafting a message using the power word These attracts a progressive and decision-making audience. Take a look at these messages . . .

• These 3 keys will make your business king at every networking event . . .
• These businesses thrived in the recession because of this one maxim . . .
• These people are better rested and more alert because of one common secret . . .

Power Word #4: Which

Choice is the power of Which! A menu of options, a buffet of choices, a variety to choose from! People feel better about themselves when they have the power to choose. Leveraging the power of Which in your headlines empowers the reader to choose. Which of these statements is strongest in your opinion?

• Which of these $10 best sellers do you want for only $1?
• Which businesses will still be in business next year . . . and which ones won't . . .
• Which healthcare plan will provide your family with the greatest peace of mind?

Power Word #5: What

Don't you want to know what's behind curtain number 2? Aren't you curious about what is the best bait for catching the largest walleye? Wouldn't you click on the link that promises to tell you what never to eat when flying? What business owner's wife wouldn't know what 3 things she had to do to be able to enjoy vacations with her husband?

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Creativity is one of the most desired qualities in leaders and top performers. Yet this one thing does more the stifle creativity than any other factor . . .

Strategic Marketing Referral Ladder

Who does not like referrals? 


Our approach to getting more referrals needs to have a clearly understood objective. This diagram helps to give clarity to a strategic marketing referral approach.


The Five-Fold Objective of a Strategic Marketing Strategy are:
1. Turn Prospects into First Time Buyers.
2. Turn First Time Buyers into Repeat Buyers.
3. Turn Repeat Buyers into Members of our unique community.
4. Turn Members into Advocates for our products or services.
5. Turn Advocates into Raving Fans who can't stop talking about our products or services.


Your Raving Fans are those businesses or individuals that generate referrals for your business. Develop a plan that accomplishes the following for your Raving Fans:
1. Decide to contact them on a regular basis (once a month, once every 6 weeks)
2. Add value to your relationship
3. Affirm your relationship
4. Educate them on how to spot a good referral.
5. Decide how to treat all referrals with excellence
6. Show appreciation to your Raving Fan!


Your Advocates are one step away from becoming Raving Fans. Take time to think about what will move them into that new level of professional relationship. The key is two fold: 1. continue to exceed their expectations and 2. make them conscious of ways they can help you (for example, a testimonial, a review, a referral).


Members are loyal to you but are not motivated to advocate for your goods or services. What should your strategy for Members include? Show how you value their loyalty with the following strategies:
1. Listen to their feedback
2. Meet their expectations
3. Take one step beyond their expectations.


These top three rungs of the Strategic Marketing Referral Ladder are the most important and where you should be focusing your energy. Take a few minutes right now and identify who is on each rung. Make some action steps to start an upward movement on your Referral Ladder.
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Perhaps you need to schedule some time to break away and give some focused attention to your Referral Ladder. To help expedite your strategic thinking process, contact your Twin Cities Growth Coach serving Minneapolis, St. Paul and surrounding metro communities.

Fine tuning one advertising approach . . .

I believe that relationships in business are one of the pillars for ongoing growing success.

So I listen and read and watch and learn from others especially when it comes to the topic of "how I got to where I am at today." Success stories.

Have you ever noticed in these stories how often it is the smallest of gestures that make a world of difference? A handshake using both hands instead of just one. A hand-written note. An actual friendly phone call. A real deal smile. Looking someone in the eye. Making sure your shoes are clean.

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Here is a little story that may help you in some way. But before I tell you I have to let you in on a secret: I do not take kindly to salespeople who call my office and ask to speak with the owner/manager/person in charge of whatever. I do not like to be interrupted by the guy who walks past the No Solicitors sign on the door to sell me steaks/art/office supplies/phone services/etc. I admittedly am a hard guy to sell unless you know me and know what causes me to listen to you.

You also need to know that the shortest distance in my world is the distance between the direct mail advertising piece in my hand and the trash can. Save your money.

I suspect I am not the only guy who thinks like this. Someone did have the idea of the No Solicitor sign and sold it to untold businesses. Someone did have the idea of the No Call List and millions have put their name and number on the list. There is a reason receptionists are known as gatekeepers.

So what's a small business guy to do to get the word out in an effective relationship-building way? This question is always percolating in the back of my mind. Now I will tell you my story.

I wanted to get the word out to a particular industry about my business coaching services. I stared at the letter in front of me and imagined being the recipient. What would make ME short circuit the shortest distance to the trash can, open the letter and actually read it?

With my eyes closed I imagined it must be like speed dating. Sitting across the table from a total stranger in a room filled with other people trying to accomplish the same thing and initiating a conversation that could lead to a relationship and do it all in the first few seconds.

Epiphany Number 1: I always look twice at a hand addressed letter. I always look at it, turn it over, examine the return address . . . and ALWAYS open it.

• Action plan: I will not use labels on this mailing. It's going to take a little more time and more effort (you should see my handwriting). But I will hand address these letters. (Ever get one of those direct mail pieces with the computerized hand writing? Does someone out there really think I don't notice that?)

Epiphany Number 2: If my name is misspelled on the letter, I automatically suspect the intentions.

• Action plan: I will have to verify the correct spelling of the recipient's name. It's going to take a little more time and effort but I will find out if I have the correct spelling. Thank you internet!

Epiphany Number 3: If I open the envelope and discover a form letter I will look at what the greeting line and the signature. If the greeting line is wrong and the signature is imprinted the sender just found my express lane to the trash can.

• Action plan: I will have the proper greeting* and personally sign each letter with a blue ball point pen.

Epiphany Number 4: The proper greeting! (Rabbit trail: Since I already admitted to being a tough sell I have a pet peeve about servers in a restaurant who call me by my first name only at the end of the meal after they have gotten my credit card. "Oh, do I know you? Where do you get off calling me by my first name without a proper introduction?" My wife thinks I should audition for a part in Even Grumpier Old Men.)

I did some research to learn the proper greeting line for a letter. I promptly learned all the ways a greeting  should NOT be written. And discovered that there is really only ONE way to begin a letter. Just one proper way! Curiously enough it is exactly how I would want to be addressed by a total stranger who wants to win the right to tell me about his company. Brilliant!

The only proper way to begin a letter to someone you do not know yet is . . . Title Surname. No first names. No mispelled names. No "To Whom It May Concern." No Sir or Ma'am (Madam? Really?). No first names at all. No abbreviations or just initials. Mr. Furst to you if we haven't met yet and you want to win the right to have me listen to you.

• Action plan: I will research and find out the person this letter should go to and begin my letter to this individual with "Dear Mr. Smith," "Dear Mrs. White," "Dear Miss Jones," and only "Dear Ms. Era" if I learn that is her preference. Until I know the proper title, I will not send the letter.

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I believe that relationships in business are one of the pillars for ongoing growing success. In a relationship the first few seconds can determine whether or not there are subsequent seconds, minutes, hours, or a lifelong business relationship that is mutually beneficial.
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ROI might make you think the time and effort to discover a proper greeting is inefficient for a mass mailing. What is the true value of relationship vs. ROI in your business?

Overheard at a Trade Meeting

If you are in marketing or sales, this might be of interest to you . . .

A saleperson who I will say represents an advertising specialty company wanted to develop leads within a targeted industry. So she joined that particular industry's trade group noting that none of her competitors were members. (Sometimes it is easier to shine when you are not competing with other spotlights. She asked me not to reveal her industry or the association she joined at this time.)

After attending her first meeting she couldn't wait to get on the phone to tell me what happened.

The meeting broke up into roundtable discussion groups. Each group addressed questions regarding their industry. The first table that she sat at was comprised of 12 representatives from her targeted industry and herself, the only vendor. The question they addressed was, "How do you select which vendors to do business with?"

The lively discussion began with one person stating, "I delete 200 emails a day from people wanting my business. I don't even read 'em." Heads nodded around the table.

"That's probably true in most industries." I said. "What did they have to say after that?"

"It was really interesting and verified what you and I have been talking about over the past several weeks. I wrote down the key comments to discuss with you. This is what these people said they want from vendors:

• "I don't want to buy from someone I don't know." (Ok, we know that. Relationships take time and creativity. Curiously this is the same individual who said that she deleted hundreds of emails daily. Apparently emails are not the way to initiate a relationship!)
• "I know a vendor has taken the time to get to know me and my business when they add a personal touch. I have collected the hand-written notes I've received from vendors over the past 15 years. I have 10. But look! I've saved them! These are the people I do business with." (A hand-written note: still brilliant in the year 2010.)
• "I appreciate it when a vendor asks me what I expect from them." (No one wants to be sold. Everyone likes to buy.)
• "If I am going to develop a professional relationship with someone I need to know what's in it for me in the long haul. Don't waste my time. I'm busy." (Get beyond the features. Strike hard on benefits.)
• "The vendors that I repeatedly go back to are the ones who go the extra mile. They help me out in a pinch, they pull strings, they are resourceful . . . In my book they make my job easier." (Service is all about service.)

My client with 10 years experience in sales reiterated how affirming it was to hear this right from the people that she wants to sell to. "I know this isn't cutting edge news. I am just flabberghasted that my competitors are not doing this!"

"I guess that gives you something to leverage. Let's pull out that Strategic Planner again and revisit your goals and strategies. Are you on target? Is there something that needs a little more tweaking?"

A business coach does not take over your business. A good coach comes alongside to address the crucial concerns with you and helps you to develop an effective strategy to ensure success.
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How much time do you spend behind a computer monitor? How does this time compare with the relationships you are developing in your business?
Take time to write a hand-written note or make a phone call to people you normally send an email to.

The Magic Bullet

Growing up on the east coast I never missed the New York State Fair. One of the highlights for me were the "Billy Mays" (R.I.P.) in the consumer building. These professionals had a way of making the ordinary sound extraordinary. "It's not just a rag to clean up spills; it's Miracle Rag!" "This is no ordinary knife. You never sharpen this knife. It cuts through concrete and can still slice a tomato."

I loved listening to these professionals. I was not alone either. People bought stuff all day long and crowds just kept stepping in a little closer to make more room. These professionals were the forerunners of today's infomercials and even the multi-billion dollar advertising machine The Shopping Network.

Learn How to Make Millions!

You've seen the full page ads in the newspaper: Attend a one-day seminar and learn the secrets of how to be successful beyond your wildest dreams. Retire early! Drive luxurious cars! Live in a mansion! Hear from our experts how they tapped into secret power and discovered untold wealth and prosperity.

With all due respect, seriously? Why do we keep taking the bait that there is a secret?

Business owners often say to me, "We need an expert in our business. Only a successfull expert can tell us the one thing we aren't doing that's keeping us from the next level of success."

The Magic Bullet?

Tapping into the minds of sales professionals (that do not disappear after the fair is over) you can learn that there are certain verifiable truths to sales and marketing. They are proven in every industry and they are ageless. Here are some sales "secrets" that rise to the top in successful businesses:

• Relationship. Don't underestimate the power of knowing someone.
• Service. It really isn't about you. It's about your customer.
• Attitude. The power of thinking is indisputably positive.
• Persistency. Never, never, never give up.
• Value. Not what it's worth to you; what is it worth to someone else?
• Recognition. Identity in a crowd.
• Passion. Knowledge that is persuasive, committed and magnetic.

These axioms are not magic. What they require is simply clarity of thought and an action plan that you stick to. (On a side note: If you would like to send me a check for $999 I can send you a laminated copy. I will also send you a set of CDs that feature me talking enthusiastically about each one of these unveiled secrets. And if you act today I will throw in a beautiful walnut frame to display your copy of Secrets Unveiled on the wall of your office. Your colleagues will be envious . . .)

Seriously. Read the biographies of entrepreneurs and successful sales people. Get close enough to listen to their stories. The same truths will be told again and again. It's not magic. It's just the way things are.

Now if only an individual could break away from activity to gain clarity of thought and develop a workable action plan . . .
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When was the last time you took a thoughtful look at your sales methods?
Which tried and true sales axiom needs to be addressed in your business?

Send me an email: A.Furst@theGrowthCoach.com