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Example: Endorsement marketing

Endorsement marketing takes business by referral to a new level. Ask a satisfied customer to send a letter of referral to your contacts. Prospects who receive a letter from one of your satisfied customers will be impressed. If you're able to get customers to stand up for you in an endorsement marketing campaign, you'll be seen as someone with great client relationships and an excellent product or service. Here's a step-by-step guide on how to create an endorsement marketing plan.
 

  1. Choose one of your best clients.  Someone who recently expressed happiness with your business is a good choice.
  2. Prepare a letter for your customer to send out to your prospects.
    The letter should mention the customer's experience working with you, some bulleted facts or statistics for quick reading, and a call to action in the form of a free consultation, voucher, or discount.
  3. Ask your customer if she can sign the endorsement letter or put it on her personal letterhead.
    Ask her if she's willing to help grow your business by signing the letter and sending it on her personal stationary. Offer to share your prospect list with her if she wants to see it.
  4. If the client agrees, show her the letter you've prepared.
    Ask your client to sign her name on a blank piece of paper and get some of her letterhead or personalized stationery. You can scan in the signature or have your local copy shop do it.
  5. Print the letter on the client's stationery and post it from her hometown or city.
    Make sure everything is neat and clean, with no typos, spelling mistakes, or wrong addresses. Make sure you also post the letters from your client's hometown or city so the postmark matches the address. This keeps your trust level high.
  6. Follow-up.
    Two to three weeks after your client's letter is sent, send your own follow-up letter repeating the offer. Include more testimonials from satisfied clients. You can also include something of interest -- a sandwich shop, for example, could include a tip sheet on casual entertaining or how to throw a great World Cup party.
  7. Follow-up again.
    Two to three weeks after you send your second letter, send a final note updating your prospects on any new developments. Refer to the original endorsement letter your customer sent, include a copy of it, and repeat your call to action offer.
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