to use them as bookmarks. Each of those patients referred at least one new patient within the next two weeks. What are your thoughts on this ap-proach and what is the mechanism for its success? AS: This is a great, simple idea that a lot of businesses could implement. You’ve clearly started with the founda -tion: a service worth recommending. Without that, the most amazing business card in the world wouldn’t earn you a re-ferral. In this instance, people are talking about you for the first two reasons: 1. They like you and your stuff; and 2. They like to feel smart – they want to help friends by sending them your way. Your business cards are making it eas -ier for these conversations to take place – they’re what we would call “a word-of-mouth tool.” And the best part? You’ve incorporat -ed the “multiplier effect.” One business card would be quietly saved in a drawer somewhere. But by giving them a whole bunch, you’re making it really easy for your fans to share them. The same thinking is why when you walk into a skin-care or department store, you’ll leave with multiple samples of the same product. One sample would be used by one person (you), but giving away a handful means you are walking out of the store and handing them to friends. Dr. L: In your opinion, what is the most common reason people who like your product or service do not talk about you? And how can we change that? AS: The single most common rea-son people don’t talk about a product or business is because it is not worth talking about. Even “good” products aren’t good enough anymore. To earn word of mouth, you have to truly make something great, deliver an incredible service, and take fantastic care of your customers. Even when you offer great products and ser-vices, you’re not done! That just gets you a seat at the table. To get them talking, you need to do something special, surprising, amazing, unexpected or thrilling. A great example is Chicago’s Delaware Dental. Great service, great people – all that good stuff. But there are a lot of great dentists in Chicago. What gets people talking about them? Their office is decorated in funky, mod-ern colours. It feels more like a lounge than a dentist office. And instead of some terrible elevator music, they ask you to list your favourite tunes on your patient forms – and they play them for you when you’re in the office. The second most common reason people don’t spread word of mouth – even after doing all this amazing stuff? We forget to ask. We create an incredible product. We deliver amazing service. We absolutely thrill the customer. But we forget to add that little link at the bottom of the e-mail that says, “Please leave a review here.” And we forget to remind them to bring a friend next time. And we forget to say, “Please share this” on everything we give them. It really is that simple. Just ask. Your happy customers would love to help. • Andy’s book can be found on Amazon.ca and in any major bookstore. He can be contacted on Twitter @sernovitz. BRA Look Who’s HOT Now! INTRODUCING: CE LE YEAR O 10 OF VATIO S TI NG C RYO D ERM HEAT New Heat Therapy for Long Lasting Relief ALSO AVAILABLE: Yes! Techniques Tables Offers Clinical Supplies. View Our Clinical Supplies Online: TechniquesTables.com C RYO D ERM Cold Therapy Call 1.800.618.2253 www.canadianchiropractor.ca Call us for a Free Sample CANADIAN CHIROPRACTOR | OCTOBER 2012 • 41 N INN
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