Creating the Right 'Viral Reputation'

Unless you are brand new to business, or have been under a rock for quite some time - one key marketing technique (which isn't new) - is called 'Viral'.

Based on the word 'virus' - viral marketing or viral business simply means it 'spreads' like a virus.

The roots of online viral marketing really took off when Microsoft gave away free email accounts - and advertised this at the end of emails. 'Get your own free HOTMAIL account'.

This spread like wild-fire - like a viral infection. Thus, Viral Marketing was truly born.

But this article isn't about viral marketing, but rather about how to effectively contain or cure a particularly bad outbreak of 'viral reputation'.

What is a viral reputation???

Virus?? an infection that spreads rapidly.
Reputation?.. what others think about you.

This can either be positive or more often, negative.

If you are a regular reader of my articles, you will know that I encourage the use of 'phrases' and 'sayings' to support or reinforce my point. Not one to disappoint my readers? so here is another classic example.

'Prevention is better than cure'.

In the most simple terms, this means it's better to avoid it - than go through the long, drawn out problems associated with finding the cure to the virus, In this case - YOUR specific virus.

In business, both online and off (or what I call 'real-world' business) - this can be categorised as follows:-

1. Product (or service)
2. Sales pitch.
3. Customer Relations.

1. Product (or service)

Whatever business you are in - you are selling something. An idea, a concept, a product, a service, a package, a solution?.. it doesn't really matter what it is.

However, two key principles are vital to ensure that you 'prevent' a negative viral reputation.

a) Ensure your product isn't rubbish. HA! Sounds like common-sense? Take a look around you in the world and see just how much trosh is for sale - and compare it with something better that does the same or similar, for a similar price. Sell rubbish at your peril. People (just like you and me) HATE IT. And that's how a 'negative' viral reputation begins.

b) Can your product / service prove that?. "it does exactly what it says on the tin"? The 'tin' is proverbial - meaning that a tins of beans, really is a tin of beans. If you get peas instead?.. you won't be happy. Don't claim (or over-claim / over-promote / over-market / overemphasise / over-sell) your product can do something it really can't stand up to. If you do - then you start a 'negative' viral reputation.

2. Sales Pitch

Or how you sell, market or promote your product. This is linked to (b) above - but can be a totally separate and deadly area, if you aren't careful.

If you are selling your product / service etc., you need to put yourself in the shoes of your potential customers. How would you react to YOUR sales pitch - advertising, marketing, and copy? Yes - it's all about persuasion? but gentle and soft persuasion. Get the customer to 'buy-in' - and don't strong-arm them or force them.

The 'Hard-Sell' can often backfire on you, and can have long-lasting consequences - especially your reputation.

Don't oversell?. You must over-deliver. Don't over-deliver to the extent that your product is lost in an exuberance of discounts, special offers, bonuses and freebies.

If your product is tried and tested, and really is worth the price you are asking - why must you feel obliged to add extra freebies worth 100 times more?

And yes - that really does happen every day - especially online.

"But my product for just $47 - and get £4,995 worth of freebies".

Oh please.

Freebies, extras and bonuses are great - but to THAT extent?

If you buy a car worth $25,000 - do you expect the dealer to give you extras worth $250,000? Of course not. You'll be lucky to get a free tank of gas.

If your product really is good, don't bow to the freebie-hunters. Go for the real customers - and give them a genuine sales pitch. Unfortunately for internet marketing business, it seems this has gone out the window, and the bonus package is simply belittling the true worth and value of the main product.

3. Customer Service

The BIG ONE.

This is where MANY businesses and business people fall flat on their face. Poor customer service, especially AFTER the sale, is deadly. Positive, active, effective customer service is VITAL both before and after the sale. Many concentrate on it before the sale?. Just to make that sale?. Then it all dies off.

Pre-sale service is a must. It helps retain the customer and is important to get the sale.

But ignore the POST-SALE service at your peril.

Once you have the customer?. It's much easier to up-sell, re-sell, get referrals?.. But if you end up losing that customer because you simply don't look after them AFTER you have their money?. Do you really think they are going to spend any more of their cash with you?

Poor after-sales customer service is also one major factor of refunds. Keep up good customer service - reduce your refunds (and complaints).

It's all about 'damage limitation'.

The key focus of this report is about your Viral Reputation.

It's very easy to catch a 'negative' viral reputation. And it spreads without mercy. Before you know - the first person to become infected (usually because you have failed in one or more of the above categories) - has 'infected' many, many others.

Just by telling their friends, family, colleagues, associates?. Then they in turn tell others what they know?. Then the others tell more???

Do you see my point?

A 'positive' viral reputation is far less contagious and not very virulent? it's much harder to catch.

FACT - People simply spread bad news at a rate ten times faster that good news.

Once the damage is done, once the negative virus begins to spread - finding the cure (stopping it or repairing the damage) will be incredibly difficult.

So, prevention is better than cure.

Prevent the negative viral reputation, with good service or products, honest sales pitch and most of all, rock-solid customer service. Slowly but surely you will benefit from the positive.

An article by Gary Durkin
Founder of the Internet Advice Center™
http://www.InternetAdviceCenter.com

Gary has more than a decade of offline international business success behind him, and has been doing business online for 6 years.

If you would like to join thousands of subscribers to his newsletter 'Delivering Success' - send a blank email to deliveringsuccess@kioskcities.ws

© Copyright 2005 - All Rights Reserved worldwide.

You are free to distribute this article, providing it remains unchanged and with the resource / bio box attached.

More Resources

Unable to open RSS Feed $XMLfilename with error HTTP ERROR: 404, exiting

More Customer Service Information:

Related Articles

Whatever Happened To Customer Service?
Do you remember the last time you went into a shop and the person 'serving' raced over to you, greeted you with a lovely smile, heaps of enthusiasm and said, "Welcome to our store, what can I help you with today?" And then listened attentively to what you had to say?Doesn't happen very often does it? In fact, while I was writing this, I couldn't recall when I had experienced it. I'm sure I must have yet it would have been so long ago, I can't remember.
Dont Eliminate The Middle Man - Add One
Today, there are situations when we actually add a "middle person" instead of eliminating one for increased service efficiency. If it's cost-effective and demand is high, then proper market positioning will make it a worthwhile endeavor.
Leverage Customer Capital First
If you're still dreaming about raising outside capital for your business before you have any paying customers, I've got a nice big bucket of ice water to throw on you. Wake up! The cold reality is that investors aren't interested in your business idea unless you can demonstrate that you've got customers who are actually willing to buy.
Why You Should Always Honour Your Guarantees - Even When The Customer Is In The Wrong
The Reason Why Direct Internet Marketers Have To Work So Hard To Earn Our TrustA bad attitude to customer service can literally destroy your business.So, I thought I'd share my response to what I read on an Internet Marketing Forum recently to illustrate my point.
The 7 Principles of Business Integrity
If you have integrity, nothing else matters. If you don't have integrity, nothing else matters.
From Disgruntled to Champion - How to Turn an Unhappy Client Into Your Best Customer
It's a salesperson's worst nightmare- the phone call that comes in from a disgruntled customer. Not only does it create extra work for you, but it cuts into your valuable selling time.
It's Customer Service Stupid: Delivering Customer Service Training That Sticks
"Society is always taken by surprise at any new example of common sense."This Ralph Waldo Emerson quote opens one of the most impressive works on customer service: Michael LeBoeuf's book How To Win Customers and Keep Them For Life.
What Every Manager Should Know About Seeing the World from Where the Customer Is Standing
It is important to remember that the customer doesn't necessarily see things in the same way we do. This point was brought home to me one day while I was shopping with my daughter, Stefanie, who was two years old at the time.
Complaining Consumers
The salesman's job is to be well informed; extremely well informed. For this information is how he earns his bread.
Difficult Customers - Theres No Such Thing
A couple of years ago I had a call from a Customer ServiceManager working in the paper industry. He wanted me to run aseminar for his team, on "How to Deal with DifficultCustomers".
Make Sure You Get The Customer Perspective
Businesses that fail, often forget to seek out the customer perspective. I have talked to some folks at businesses that were less than succesful, and when asked if they actively seek out customer comments, the answer invariably is no.
Your Career Plan--Think Like A CEO
You've been going 6-to-late; exhausted by running the supersonic treadmill of life and wish you had a different job. But you can't because you have no time and you're left spent at the end of every day.
Make Your Customer Your Friend
The simplest way to describe a 'durian' (pronounced doo-ree-ann) is to say it's a yellowish-green fruit about the size of an mid-sized watermelon. It has a thick skin of spikes, and a rich bitterish-sweet fruit.
Customer Service: Stop Sabotaging Your Customer Relationships
If you've called for customer service recently you're familiar with this recorded message "This call may be recorded or monitored for quality purposes." I immediately think to myself, "Oh great, here comes the game of 20 questions.
How To Build a Profitable Business
It's never too soon to start saying thanks to your clients, vendors and referral sources for what they contribute to your business. Everyone loves to be appreciated and acknowledged, so start now and do something every month.
Renewing Customer Loyalty
Every business loses customers, but not many do much about getting them back. And that is a big mistake.
5 Golden Online/Offline Business Rules To LIVE Or DIE By
Whether online or off, if you plan on running or maintaining any type of credibility within your business, there are some guidelines that are safe to say any existing or potential customer expects if they are to do immediate or future business with you.As an online entrepreneur for over 3 years I have found that even though I don't have the pleasure of meeting face-to-face with my customers, ones perception of you and your business can be viewed as good or bad all depending on the way you handle questions or comments posted by people interested in your product.
Cultivating the Trust Factor
In today's highly competitive economy, it is difficult to maintain a significant market advantage based on your professional skills alone. Developing a trusting relationship with your clients is key to your success.
Dealing with Difficult People
1. Don't get Hooked !!!When people behave towards you in a manner that makes youfeel angry, frustrated or annoyed - this is known as a Hook.
In the Villa of the Sick Cat -- A Lesson in Customer Care
If you're a pet owner, you know the stress of having a sick pet and you know that having a great veterinarian is a wonderful thing. My cat, Zoe, came down with a nasty infection that had me racing off to the vet's office last week with an unhappy, howling kitty in tow.