"YOUR COMPANY SUCKS!"  The Value of Negative Feedback

By:  Renae E. Gregoire
The Write Idea
www.ineedcopy.com
©2003

Have you ever browsed through a company’s testimonials?  You know, those customer statements that relate why you should buy a product or service from one particular company or provider?

As a prospect, you read through them thinking, “Gee, if all these people were this happy, maybe I will be too! 

Trouble is, no one, and I mean no one, uses bad testimonials.  Could you imagine reading these statements on a company’s collateral:

“I’m sorry I wasted my money.  Your product is worthless and I would not recommend it to my worst enemy.”

“You just didn’t do what you promised.  Can I have a refund?”

“Although you finally delivered, I’m disappointed in all the broken promises and the fact that it took you six months to deliver—when it should have taken one.”

But guess what?  Perhaps companies should allow prospects to read negative comments about their products or services.  And I think you’ll see why when I’m through.

Bearing My Soul:  The Write Idea’s Failures

Why in the world would I tell you about my negative experiences?  Because each time one happens, I learn a very valuable lesson about which customers I should engage, and which I should decline.

And these are lessons you can use in your business, too.

To be honest, I haven’t had very many negative experiences.  Out of the hundreds and hundreds of pieces of written, I think I’ve only left five people unsatisfied.  Granted, it could be more, but my customers didn’t say so.  I would guess that if I do have unknown unhappy past customers out there, they would have had the same characteristics as unhappy customers who have let me know they’ve been dissatisfied.

Let’s see what you can learn from my mistakes.  Customer names have been changed for what will soon be obvious reasons.

Unhappy Customer #1:  New Food Retail Concept

This client was referred to me by someone who did work for my company.  She needed web copy for her new company website.  Now her idea is a very new concept—there’s nothing at all like it in her market.  When she first told me about it, and sent me what she had written, I didn’t think I could do the job.

<Click here to read this article in its entirety.>

If there's a book on marketing out there, chances are good that I've read it.  In this column, you'll find out which books to buy--and which to avoid.  If you know of a great book that's helped you get more customers for less money, please let me know.  I'll share your review with all our readers.

December's Reading List

This month's book comes to us from Hiram Jenkins in Norfolk, Virginia.  Hiram writes, "This is the best book on graphic design for dummies that I've ever read!  It not only gives you step by step instructions for creating the designs pictured, but it gives you marketing advice along the way."  

I liked the sound of that, so I bought it myself...and I agree...it's an excellent book with lots of ideas!  Thanks Hiram!  

Here are the specs:

The Desktop Publisher's Idea Book
By:  Chuck Green
Random House, 1993

From the back cover:  "Turn Your Desktop System into a Design Shop!  Here's an exclusive collection of 100 design projects you can easily create using your standard DTP or word processing software and your laser or graphics printer.  [Most of the recipes tell you to take your work to a commercial printer...a good idea if you're doing work for your business!]  The Desktop Publisher's Idea Book shows you easy ways to design and produce printed material on the desktop.  The book is packed with scores of proven, step-by-step design recipes, including those for:

Each professionally designed project includes one or more designs, complete page dimensions, typeface names and sizes, sources for clip art and photos, and the names of companies that can supply you with production help and special materials.

Plus, you'll find trick tips for working with illustrators, photographers, and printers, and for finding and choosing stock art and photos."

If you like ideas, you'll like the Desktop Publisher's Idea Book!

Looking for a few good web resources?  Here are two I've found recently:

http://www.content.overture.com/d/USm/adcenter/tools/index.jhtml.  Ever wonder which search terms and keywords your prospects are searching for...without buying one of those search engine optimization programs?  Try Overture's Term Suggestion Tool.  Just type in the keywords and phrases you're wondering about, like say "Tampa architect," and see how many people searched on that phrase, or phrases like it, the month before.  Overture's not the be-all end-all in search engines since it's a pay per click engine...meaning you have to pay each time someone clicks through to your site.  But it does give you a general idea of what's going on.

http://www.webpagesthatsuck.com.   If you've been around on the web for a while, you might have seen this site already.  If not, you're in for a good laugh...unless your website happens to look some of those highlighted here!  Learn what not to do on your website.  

Thinking about how you'd like to while-away next summer floating in your own in-ground pool?  Before you start calling for quotes, arm yourself with a good education in pool building at www.poolsbyownerfl.com.  Owner Ed Abraham will answer your questions about the pool building process, and tell you what to look for, and what to avoid.

Contact Ed through the company's site at www.poolsbyownerfl.com.

Did you realize that search engines like Google not only rank your site based on keywords, but also based on how many external sites link to yours?  With that in mind, I've developed a "links" page where I'll post a link to your professional website in exchange for a similar link to my site on yours.

If you'd like to increase your page ranking, click here to see where you'll be listed, and then email me or give me a call at 727-302-0232 to talk about exchanging links.

Me versus I

Janice and me are going to the store.  Or is it, Janice and I are going to the store?

How do you know when to use which? 

It's easy!  

Just take away the "Name and" part of the sentence (and change the verb so it fits with the single subject), and see what sounds right.  Works every time!

Me am going to the store.  Sounds funky, right?

I am going to the store.  Wow, that's sounds better, so the correct usage must be "I."

Here's another:

Harry gave the magic goblet to Mary and I.  Or is it, Harry gave the magic goblet to Mary and me?

Take away the " Name and," and see what sounds right...

Harry gave the magic goblet to I.  (Nay.)

Harry gave the magic goblet to me.  (Yay!)

Have a grammar grappler question?  Something nagging you and you want to find out the answer once and for all?  Email me!  If I don't know the answer myself (I don't know it all!), I'll find out for both of us!

Ok, so what is The Write Idea?

The Write Idea is a freelance writing and marketing firm that helps businesses enhance their images and increase their profits by creating clear, concise and professionally persuasive promotional materials.

Who's Renae Gregoire?

That's me.  Owner and President of The Write Idea, serving clients in the Tampa Bay area, and around the world.

I've got questions.  How do I contact you?

Easy.  Call me at (727) 302-0232.  I'm available Monday through Friday, from around 9 a.m. until 4 p.m., EST.  (Well, I'm here later than that but if you call after hours you might hear my kids in the background!)  If you get my machine, that means I'm out with a client or stretching my legs.  Leave me a message and I'll call you back as soon as I can.

Or, email me at service@ineedcopy.com.  To learn more about how The Write Idea can enhance your image--and your profits--visit me online at www.ineedcopy.com.  You can email me from there, too.  I look forward to hearing from you!

Copyright 2003 The Write Idea

http://www.replypro.net/maxsponder/maxuseradmin.cgi?function=manualdelete3&email=service@ineedcopy.com&un=TampaMarketer