Andy Sernovitz's Damn, I Wish I'd Thought of That!

The National Restaurant Association gets it!

One of our clients is the National Restaurant Association.  They produce the amazing National Restaurant Show. 

(I'll be speaking at the show, May 17-20, more info here.) 

In just 4 weeks they launched more genuine word of mouth programs faster than anyone we've worked with.  Here are some of my favorites: 

1. Full press access for bloggers. Give bloggers respect and status and they will pour in to support you. (link) 
2. Blog about VIPs.  They launched a new show blog called "Floored!" to cover the official activities at they event. When they blog about speakers, speakers blog about them, like I'm doing right now. (link) 
3. Buzz. Famed "Will It Blend" viral phenomenon and Blendtec CEO Tom Dickson will be grinding stuff on the show floor.  Work with someone already viral and you pick up their viral fans.

Many of these initiatives are small starters for a big push for next year's show. But they're all fantastic. 

Lessons: 

1. Just do it. Word of mouth is easy and you don't need a big budget or big agency. 
2. Try lots of little things.  You never know which will work and go big-time viral.

Are forward-to-a-friend forms legal?

The FTC released a detailed rulemaking extending the CAN-SPAM act yesterday.  It specifically addresses the legality and liabilities of offering tell-a-friend forms on your web site.

As you know, I've been on of the biggest proponents of using a tell-a-friend on every page of your web sites. To me there is nothing more honest and genuine than a regular consumer who wants to share your stuff with their friends.  You should make it as easy as possible.

The FTC ruling seems to say that:

• Companies that offer tell-a-friend forms are not at risk under the CAN-SPAM act.  They are just providing a routine conveyance, similar to the forward button on an email program.
• Consumers are not at risk because the presumption is that these are personal emails between friends that just happen to use a company's form.
• If the company pays the consumer, that's a different story.  Then the company may be responsible for inducing spam.

Here is the document.

Disclaimer: I am not a lawyer and I don't speak for WOMMA in any way.

Please comment with your interpretation.

Webinar with Michael Port and Keith Ferrazzi May 14, Call-in

Join me, along with Michael Port, Keith Ferrazzi and Stephanie Diamond for a call on Wed, 5/14 at 3pm ET.

We'll discuss Michael's new book, Beyond Booked Solid, and reveal what it takes to build and grow a successful business that allows you to live your life your way. In addition to hearing Michael talk about how he built a wildly successful consulting and training company you'll learn from:

• Keith Ferrazzi, author of Never Eat Alone
• Stephanie Diamond, former AOL Marketing Director and author of Web Marketing for Small Businesses

Can't make the live call?  Go ahead and register anyways, so you can get access to the recording of the call.

Full details here: http://www.michaelportteleseminar.com

Looks do matter

You may have the greatest service in the world, but sloppy design will always destroy your credibility with prospects.

Every day I meet another great entrepreneur that will never succeed because they tried to save a buck on web design. 

It's not a matter of design snobbery, it's a question of credibility. 

How can I trust you to do good work for me if you can't present yourself properly? It's like showing up to a job interview in dirty pajamas.

Sunstar Americas (private event) May 15, Chicago

Ask your customers to solve your toughest problems

Most companies instinctively hide their problems.  That's the wrong answer. 

Open up and ask your customers for help. They already know what's wrong (often more than you do), and they probably know how to fix it (often better than you).

Example:  Customer support is a challenge for a tech company like Dell with 30 million customers, each with a different setup and knowledge level. So Dell went to their customers and asked them how to solve it.  They put their best ideas on the Ideastorm web site for open, public, customer brainstorming.

Dell blogged about three great ideas that they found:

• Geeks to Grandmas: Service Customization
• Hello Again: Dedicated Teams 
• I'll Pay for It: Price Packages by Service Level

I'm a big fan of the dedicated teams model.  I've been a customer of PrintingForLess.com for more than 10 years, and the Silver Team knows exactly what I need.  The people come and go, but the team still knows me and my many quirks.

The wrong way to comment on blogs

"Hi! I totally agree with your post. Here is a link to a not-really-related post on my own site that I'm shamelessly trying to promote by posting this comment.  In fact, the only purpose of this comment is to create a reason for me to link to my post. I don't realize that I'm embarrassing myself with this cheap tactic.  What's I really seem clueless about is that if I made a substantive comment that added value to the conversation, more people would want to read my blog. But instead, I just turned off all your readers. Oh well."

The fastest way to make people happy

Sometimes things just go wrong. Angry customers are storming the gates.  The situation is melting down.  It happens to every business.

Find the fastest way to make people happy.

It doesn't need to be a solution to the problem that made them angry.  It need to be a quick and grand gesture to show that you understand and that you care.

• Canceled flights?  Airlines should run to Home Depot and buy 100 power strips. Instant calm as 600 people can plug in and tune out.
• Long wait for tables at a restaurant?   Pass out free drinks to people in line.
• Waiting room delays?  Give out gift certificates to the nearest fast food and call customers' cell phone when it's their turn.

If you move quickly with a response that shows sympathy, you'll pop the growing balloon of anger and bring things back to civility, giving you space to solve the real problem.

Two free public appearances this week: Learn word of mouth

If you haven't seen one of my keynotes (because I'm usually at an expensive or private event), this is your chance to get the full deal for free:

New York:  PodCamp NYC

• When:  Sat, April 26, 10 AM
• Details

AMA Radio: Live call-in show, free on the web.

• When:  Weds, April 23, 12 ET / 9 PT
• Live broadcast link   (Archives will be here if you miss it.)

Random interesting stuff

1. Marketing lessons from Dixie's BBQ, Bellevue by Patrick Byers. A great article about the right way to earn word of mouth for a restaurant. 
2. Kenneth Cole blog with really strong customer participation features, built by Electric Artists on the Movable Type Community platform. 
3. A fascinating brain test from Ze Frank.