This one got a bit tech-heavy but I want to assure you the message is gold! Let a client speak their mind to you and you’ll have a P.R. piece worth its weight in gold.
Check in with us if you have any needs in the technical department. The person who makes our forms is fast and reasonable and would be happy to automate this process for you.
Let’s discuss this strategy and hear your take on it.
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31 responses so far ↓
1 Frisbee
I think the information about letters was great. I always like to get letters if I can and get pull quotes from follow up emails from clients, but never felt comfortable to talk to the clients and ask, “would you be willing to write me a letter based on your experience with my performance”
I think this form site you send is a perfect solution and I see how it would more often than not get you positive feedback.
The one question I have is that a lot of times the higher end corporate jobs that I have done have been through an agency, How do you go about getting the client to feedback to you directly since you have had much less contact with the actual client hiring you?
I have had some nice high profile clients and it would have been great to have the letters from them.
(
too late now
2 admin
It’s all about the timing, right?
Here’s how I handle the client/agent thing. It’s a 2-prong approach.
At the gig, RIGHT after the killing and they are all thanking me, I find the biggest muckety-muck around and thank him for having us at the event. When he tells me that it was great and the audience loved it and (listen to what he says here cause you’ll need it), I repeat it back to him in summary form like this:
Great… we had a blast, too! Wow – ‘the best show you’ve had at your events in 17 years and the customization was perfect’? … I bet you’d be willing to put that in writing on company letterhead!
They usually laugh, see what’s going on and realize that I am a sharp business man, and say, “ABSOLUTELY”.
Prong #1, done.
Then I get home and send the agent/meeting planner/producer an email thanking him/her for the gig. In the 2nd paragraph I say something like, “after the show Mr. Big Shot said we were ‘ the best show you’ve had at your events in 17 years and the customization was perfect’ and said he’d be happy to put it on company letterhead.
I ask the agent to forward the follow up to their client along with the link to my survey page. I tell the agent I’ll forward the results of the survey along with the letter to him as soon as I get it.
AND I DO! Be impeccable with your word to these people, ok? You guys have all read The Four Agreements, right?
Prong #2, done.
Works like clockwork.
Thanks for the question, Frisbee.
3 Bryan
Hey Barry,
How many letters would you suggest using in or on your promo material is the never enough or does it just get to look overwhelming?
I noticed you said sometimes your booked for 7 mins and sometimes half a day. Is there a general amount of time that corporate gigs usually book for or is it always customized?
I have about 75 mins of material and I know its always better to have too much, but what would be a good amount to start with when I’m trying to book gigs?
Thanks!
4 admin
Hey Bryan,
4 – 6 makes a nice looking package. If they are on company letterhead, short enough to be readable, and recent then go up to 12. About currency… if they are more than a year old get them copied WITHOUT the date. Although not much changes in a year it looks really soggy and outdated on a Letter of Recommendation. Have a few on your website, as well.
Regarding time, it’s so variable. We’ll go into this during an upcoming teleseminar when we answer a ton of questions that have come in. But, you can’t have too much!
Barry
5 Atta Boy
OK Barry,
I’m putting you to the test.
I just sent out thank you notes to the gigs I had this weekend. I used your techniques to solicit letters of rec. from them. I usually do ask for letters as part of my “thank you” process, but the results have been spotty. Telling them what you want them to write? Well, that is just brilliant.
I’ll send on the responses WHEN I get them.
I’m not automated with this. Do you think the “automated form” part of the process is important? Would you get as many responses without the automatic form on your website, do you think?
And do they really call in and read their letter over the toll-free number? I guess they do if you are recommending that. Amazing. What do you do with the audio recommendations?
Steve
6 admin
You can not go wrong, Steve! Making people have to think – during any stage of the process – is the kiss of death. I don’t know anyone who isn’t trying to stuff a 16-ounce workload into an 8-ounce day. Telling them what to say gives them an outline, a template, if you will, for them to fill out. My conversion rate on letters of recommendation skyrocketed when I began using the strategy I shared in this lesson.
Automated… well, I don’t know that it is vitally important. I haven’t really tested it. I went from doing what you USED to do, asking for a letter as part of the ‘thank you’ process, right into the web form. It makes it very slick and easy, that’s what I know for sure. They are already sitting at their computer, on the form with the mouse in their hand. Are you doing it in a letter via standard mail or over email?
Verbal testimonial line… some do and some don’t. Those that don’t I will hit with an email request and then another 1/2 do. I have done all sorts of things with them including using them in newsletters and putting them on the web. Here’s a good use of both the letter and the audio on a page that I have used on our website: http://www.raspyni.com/MonthLetter.htm
Oh, and by the way, I’m getting FLOODED with empty forms from people checking out the survey from this lesson. Please feel free to check it out but to get to page 2, don’t hit submit on page 1. It’s making me crazy and I might have to change the URL. Below are the links to the 2 pages of my survey form. Look at them but please don’t submit them:
http://www.raspynisurvey.com – Landing Page
http://www.raspynisurvey.com/exit2.htm – 2nd page of survey
Thanks everyone,
Barry
7 admin
Hey a few people have written to ask me about who do I recommend to do forms like the one I use to collect Letters of Recommendation. Someone forgot to add that to the lesson page – doh!
Contact Jane Gilpatric @ Gravity Station. Her email is jane AT gravitystation D0T C0M – clean that up before using it. I don’t want her to blame me for millions of junk emails! She is fast, has a great eye, and is a whiz at forms, blogs, programming, and general website building/improving. Tell her you’re taking my course and she has some special pricing for you!
Now, to get that added to the lesson page!
Barry
8 Kim
Hey Barry,
What are your thoughts on including a link to the form on the invoice (either email invoice or hard copy) you send to the client?
My initial though was that it was genius… then after about 30 seconds I went cold on the idea, thinking that it would lessen the power of the request… relegate it to being a minor add-on to the invoice.
Is it more effective to treat the testimonial as a stand alone request?
Thanks,
Kim
9 admin
Hi Kim,
I think you answered your own question there… Good call! Give the request all the energy you’d like them to put into the letter. Important thing from this lesson is to make sure they write what you want them to write (in their own words, of course
10 paulm
I have plenty of emails and letters I’ve received from clients. I’ve never used the entire letter in a promo, just one or two sentences – “You were a big hit at our party! We can’t wait to have you back!” – because I assume people don’t want to read the entire letter or email.
Here’s my question: Do you consider Word-of-mouth to be the most effective method of advertising and getting gigs? And what are the most effective ways of generating Word-of-mouth?
I ask this because I very purposely try to use mailings, emails, blogs, etc to get people to tell other people about me and my show. When somebody calls me and says they heard about me from somebody else, that usually means they’re already sold. They just want to ask me about the price and the date.
Thanks!
11 Barry
Sounds like you are doing some good stuff using social media for advertising. That is a killer tactic that we will really be working in the membership site. It’s just amazing how word can spread now days between people with very focused similarities. Traditional advertising looking like yesterday’s dirty dishes thanks to blogs, twitter, facebook, and other sites.
In regards to your question, make full letters available but you are right on target in using the pull quotes. Always make ‘more’ available but offer ‘less’ for the attention-challenged visitor – like me and everyone I know. Every once is a while someone will want more and – what do you know – Paul offers more and I like more!
Nice when people call and they’re already sold on you, eh? I hope on those calls you do what I talk about in my phone lesson – is that #6? Yeah… do that and they’ll love you even more.
Barry
12 DeBorah Beatty
I find that the conversation after the sale that generates the testimonial (and many times a referral) is a delicious dance of listening to what the client really wants to say now that you’ve delivered your product. At that point, if they are interested, I slyly drop a mention of an affiliate program or other way the customer can make some money from my success as well.
Even when they love you and shout your praises from the highest chair, they’re still tuned in to WII FM radio.
13 Cliff Spenger
Excellent, Know what you mean, DON”T MAKE THEM HAVE TO THINK, I think My site overhaul will include all of your system, great work Barry.
14 Barry
The less we make our prospects think and feed them exactly what they are hungry for, the more they will become our clients. Being clever, letting them fill in the blanks, hoping that they will connect the dots and ‘get’ what you are talking about – it’s all death. It will yield nothing but a big pile of promo in your garage or office and an empty calendar… believe me, I’ve been there!
15 Darren Marlar
I’ve actually got some client quotes on my website – and when I send out my e-Promo Kit (EPK) it includes a page with client quotes with company logos. But the way you collect your quotes via your website is genius! And as an audio production guy myself, I love the idea of having the quotes actually record their recommendations via the phone for you to use on your website. BRILLIANT!!! I’d love to utilize that feature on my own website!
16 Atta Boy
Well, I said I would put you to the test.
Using a variation on your suggestions, I asked for some letters of recommendation. I did mention before that my success rate in getting letters was spotty, even though I usually ask for letters when I do my “thank you” letters.
In addition to my thank you letter, I included a page which included points I would like addressed in a letter of rec. I also included a small gift as thanks for taking the time to write the letter. Also enclosed a SASE.
Sent out two rounds of letters. One had the gift and SASE and one didn’t. The ones with the gift and SASE are paying off. I still have hopes for the others, but I think the “extra value” items I included make the difference.
Not long ago I read about the implied contract that comes with a gift. When someone gives us something we weren’t expecting, we feel at least a slight tug of a need to reciprocate. When a charity sends us a free gift (address labels, CD, or some such), we are more likely to donate.
So, rewarding people for doing what you want them to do works! Is that news? Only when you haven’t been doing it.
Pull-quotes from my latest letter:
“We hit it right on the head with hiring Steve Russell! The laughter, applause and begging for more of 130 people = a winner!”
“Many employees from all ages told me “this was the best party yet”! I’m already concerned as to how to top it for the 2009 party.”
“It was an A+, high energy, good clean family fun! Hire him – you won’t be disappointed.”
This is not a forum about me (perhaps someone would start one, though), but I wanted to let you know that I would have none of those useful quotes if I didn’t ask for them – and make it easy for the client to write them.
So, I have a new method of harvesting my resources. It costs a little bit, but it pays even more.
Thanks,
Steve
17 Barry
What a great report, Steve. I am not the least bit surprised. You see, you took care of the absolute, #1, most important detail in dealing with a client either before, during, or after hiring you – you removed the need for them to think. Not that they’re stupid or unable, it’s literally that people are just too busy to put the time into anything extra. Give them the gift of being able to do something extra without having to think and you will have whatever you want.
Everyone – don’t miss the power of what I talked about in this lesson or what Steve went out and proved. Don’t make this something you look back on at the end of 2009 and say, “I wish I would have tried that”.
Oh, and in regards to something “costing a little bit, but it pays even more” – let me ask everybody something: How many times would you pay $2 for something that gives you $3?
24/7/365 is my answer
Barry
18 Alex
some great advice here – i love this site more every day…. can anyone email me the links to the days 2 – 7 tutorials – it’s been a few days since I’ve signed up and I’ve only gotten the day 1 video sent to me – must be something wonky with the programming…. no biggie – but would like to see them if anyone can send them my way.
19 Alex
minutes after I post this I get the link to the second video in my inbox. too funny.
Something I have a question about is getting the client to talk to others- and I’m a bit surprised that no one has asked about this yet – as to me – it seems like the most important part of the whole video.
I thought this little nugget of gold was FANTASTIC.. I never would of thought of it myself as it seems a little pushy…. although i’m sure the way you do it is not at all.
can you expand on this idea at all. do you just out right say – it was wonderful working with you – please tell 3 people for me (and i’ll send you another t-shirt.) …or is there a more subtle approach to it.
I would love some feedback on this as it really seems if this can be mastered you can be receiving extra phone calls from almost every gig.
genius!
20 Barry
Hey Alex,
The timing gets better on the delivery. It’s a bit funky at the beginning as they promise the first one within 24-hours (although it comes right away) and the 2nd one within 24-hours after the 24-hours they had for the first one! Go figure!
Getting the client to talk to other possible clients? Easy man, you ask them to do it. If they loved you they will do it in a second.
Make it fun… turn it into an Ad Lib! Remember those? This is just coming to me as I type but how cool would that be?
Dear _________ (associate),
I hired Alex recently and he was absolutely ___________ (some expression of greatness). Our audience was ____________ (expletive) blown away!
Give that a try and let me know how it works…
It boils down to making it fun and easy for them to show you off. There are other ideas around the blog and on the future lessons…
Thanks for the enthusiasm. Now send this to 10 of your performing buddies. Do it because you are a ____________ (adjective) friend.
Barry
21 Scott Xavier
Agents are worth their weight in gold for letters. The work I do get from agents always has a letter with it. They keep up to date on getting letters and contacts thats their job.
However, I find as David Blaine once said to me: the only one who will make you a success is you.
So never stop at just one booking stream. Keep booking…
22 Barry
Scott, I’ve gotten letter from agents/producers before but I have never really gone after them. I have always been an end-client guy as far as letters of recommendation go. I have probably a dozen from producers but I’ve never sent them out. I guess my thought is that they are going to other producers and who knows what kind of baggage there might be between them – good or bad.
Thanks for the tip on this. I probably won’t start asking because I am so focused on the end-client letter but I hope some of the other folks here do.
Barry
23 Steve Langley
Information gold, once again. Very smart and very clever method of getting those letters. I have tried a couple of different methods with varying degrees of success, but none with the degree that I had hoped for. Can’t wait to start putting this info to the test. Thanks for sharing your tips.
Steve
24 Steve Langley
Hello all,
Just wanted to chime in here with a little news of some success using your info.
This weekend I performed at a small private party for the president of Johnson & Wales. The act was a hit and although I was unable to put an internet page or voice recorder in such short time… I did use some of your verbage and techniques to request a letter… and it worked!
I just received his email reply stating how much the guests enjoyed it and how happy he will be to write me a testimonial letter on University letterhead (even though it was a private party at his residence) Score!!! Can’t wait to get something up and running similar to what you use. That is such an amazing system you have. I love it! Thanks Barry.
25 Barry
Great news, Steve!
It’s amazing, but once we stop asking people to think and tell them exactly what we want them to do, they can’t act fast enough!
Absorb this concept and start using it in your life – everywhere in your life – and you’ll be blown away.
Barry
26 Jeffrey Daymont
The free T-shirt thing is brilliant. It puts a bit of your promo in their wardrobe!
27 Ben Young
Awesome awesome ideas. Just went into my site and set up an new, hidden-from-the-menu page with the form and everything for them to easily write a letter of rec.
I use a lot of video testimonials at my gigs, so instead of asking for an audio testimonial, I urge them to copy and paste their letter and send it to 3 of their peers or colleagues! I’ve really needed a referral system and I think this is a great way to get it done. Can’t wait for day 3!
28 Ben Young
Oh, and Barry, your 2-prong method for agents/people attending the show is genius and hilarious. Love it. Taking notes.
29 Barry
Ben – put it to use! Sound like you are ready to roll with this. Jump in – absolutely nothing to lose and so much to gain.
30 Ben Young
Thanks Barry. I’ve got a gig on the 16th, so they’ll be the first victim of the system
31 Barry
You’re going to give them the gift expression. It’s a door opener to so much more, Ben. Follow the system. It’s a cake walk.
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