We saw a great Irish comedian on a flight. He said, and it doesn’t work as well without the timing etc but you’ll get the picture – “Saturday is next to Sunday. That’s wrong bad planning. Why put the two shi****iest days of the week next to the worse one, Monday. It should be Saturday Thursday Monday Sunday Tuesday Friday Wednesday…” It made us smile.
We flew down to Wellington (capital of NZ) and volcanic ash from a Chilean volcano was blocking flights. This is what people were saying about a local budget airline:
“They’re f***king crap. They don’t tell you what’s going on, they don’t have a separate desk and they’ve got two staff on.” Strong Referrals have a statement followed by 3 pithy reasons why. Most corporate people write an essay when asked to what they think is being said about them. This is a great referral from one of the attendees on a course. Model answer. (Not quite word for word – we don’t have the post it here but nearly.)
“Emirates are comfortable – the most modern plane fleet, huge leg room & stunning International food. “
Go and talk to your customers. Your Referral won’t be this “They do premium insurance products…they truly understand me, my world and the context of my International perspective. This new easy as a go you package truly meets my needs. My key drivers are efficiency, connectivity & protectivity articulated by a giant cactus singing inside a broken piano which can only be smashed by a spanner which is singing “ok start her up”.
Because the stuff in red is as about as ridiculous as the way most companies think they are being talked about. If you get a line with statement and 3 pithy reasons – well, job done.
Focus gentleman & Ladies, Focus & ask yourself “What am I doing this week to keep people talking” – that’s the ultimate campaign plan – ask your agency how the ads will make your audience talk. It’s not just the “response” that matters but what they say.
The Village Square Team
