Listen to your customers

There are many different responses to customer and staff complaints—some better than others.

Over the years, we’ve seen people who wanted to incorporate every idea that came their way to ones who wouldn’t listen to a word anyone said.

In the past, an unhappy client told some 10 people about their negative experience.

Thanks to the Internet, if someone hits a nerve today that 10 people could be 1,000, 10,000 or more.

For one city in California, two complaints is all it takes to get someone’s ear.

For one state, it only takes five letters on a particular subject.

For forward-thinking business people, one complaint—one person upset enough to make waves—should be enough for the company to question how to do it better.

When people are willing to listen to their customers, it not only creates better service—or a better product—but keeps up with a fast-moving market.

Because if your business doesn’t do it today, someone else’s will tomorrow.

For more information, call Dell Richards Publicity (916) 455-4790 or visit us at www.dellrichards.com.

Comments tell you about the person

Despite years of zip code, demographic and in-depth research on predicting behavior, a person’s reaction tells you as much about them as you.

I am often amused by facebook comments, especially recently.

I posted an item about sleeping on the porch because of out-gassing from an old paint—a perfect match for a touch-up—but alkyd-based.

There were five responses, four facebook comments and one phone call.

• One said it sounded lovely to sleep in the open on the porch.

• Three told me I should use water-based paint.

• One called to offer the guest room.

Family dynamics would tell us:

• A few romantic, child-like ones are going to sail through life, seeing the bright side and enjoying your product or services with few problems.

• Others are going to be “parents”, no matter what their age, quick to point out flaws and make suggestions.

• A few will be activists, offering a solution to the problem and often leading others.

How people respond to you is often as much based on a role they learned as your product or service.

It’s still valid, but it’s only one viewpoint.

For more information, call us at (916) 455-4790 or visit our website at www.dellrichards.com.

Using "personality" in your PR

I’ve been using “personality PR” for male clients for years because:
• We tend to think men are good at what they do, but we don’t trust them.
• You can only get so many stories on the same practice and services.

At the same time, I tend to push women’s expertise, whenever possible. We trust them, but we aren’t sure they're good what they do.

Unfortunately, women still have to prove themselves. By telling their story, the audience also gets to know them better.

I wasn’t sure about using personality PR for myself until recently. Once I tried it—and got a job from someone I hadn’t worked with in 10 years—I knew it worked.

Publicity has changed. With viral marketing and social networking, we no longer sell or even educate. We connect, create relationships—and invite people into our world.

To do so, we have to make that world as interesting as possible and be willing to share it.

It’s a huge change for professionals who are using to being their expertise. But, even hospitals have created ad campaigns about doctors’ hobbies and interests.

It’s a whole new world—one with less privacy, but a whole lot more fun.

For more information, check out our website at www.dellrichards.com or call us at
916. 455.4790.

Using viral marketing to create a buzz

A new client, Paul Watts of Graffiti Renewal Services, is going to be on Shark Tank—the prime time ABC TV show at 9 p.m. August 30th.

An entrepreneur who wants financing from the show’s venture capitalists, he is willing to swim in their shark tank to get it

We’re going to handle the local media—the daily newspaper, weekly business journal, radio and TV stations.

We’re also working with him on the viral marketing: emails, blogs, facebook, twitter.

An example: He sent out an email about being on the show to his friends, family, clients and acquaintances—and the vendor who did his audition video for Shark Tank.

Seeing an opportunity, that vendor sent out the info about his appearance on the show—and his audition video—to her list of clients and potential clients who forwarded it to….

We created an event and shared it with everyone in our facebook groups, who can re-post it to their friends on facebook, who can….

We’ll also post and email out media hits as we get them.

Which is how viral marketing can be used to create a buzz from a few people—to hundreds and thousands—in seconds.

For more information, please contact Dell Richards at 916. 455.4790 or visit our website at www.dellrichards.com.