T Y K W – My Favorite Four Letters

If you’ve ever emailed me and said anything even remotely complimentary about AdWords For Dummies, you’ve received the following sentence in my email reply:

Thanks for your kind words – they’re exactly what I love to read in an amazon review (hint, hint).

I don’t type this manually every single time. I did for a while, until I got tired of it. So I created a shortcut on my computer.

Now I just type "tykw" – short for "thank you kind words" – and the full sentence instantly replaces the shortcut.

(I do this using TextPander for Mac; if you have a PC you can use ShortKeys for the same functionality.)

Does it work?

I just checked amazon.com, where I now have 53 reviews (48 5-star, 4 4-star, and 1 2-star).

That’s a lot more than some books with much higher sales than AdWords For Dummies. (Like Using a 3-Hole Punch For Dummies, for example.)

I have similar keyboard shortcuts to gather testimonials for my coaching, consulting, courses, live presentations, and teleseminars.

What’s the point of all this? Am I that insecure that I need the incessant approval of virtual strangers to keep me going?

Well, yes. Sadly.

But that’s not the point.

Business = Testimonial Machine

I’ve constructed my business as if the main goal were to collect testimonials. Everything I do passes through the testimonial filter. (I got that idea several years ago from Ken McCarthy.)

Without testimonials, as my friend Sean D’Souza points out, you’re asking your prospects to be guinea pigs for your products and services.

So I develop processes that make the collection of testimonials as easy as possible. As automatic as possible. And as likely as possible. (I only ask for a testimonial after receiving a compliment.)

I love amazon reviews in particular, because I have no control over them. (See the 2-star review for proof of that.)  They’re very credible, and I’ve heard from several readers that the overwhelming number of positive and specific reviews on amazon was the main factor in their decision to buy AdWords For Dummies.

How many good testimonials do you have on your website? On other relevant sites?

Want more? Follow this 3-step plan:

  1. Decide what kind of testimonials you want. Text? Audio? Video?
  2. Pay attention to the positive feedback you get now. When do you get it? In what form? What triggers it?
  3. Develop an automatic-as-possible testimonial solicitation system that you can deploy as soon as you hear those kind words

Now, while we’re on the subject…

If you find the askHowie newsletter valuable, I sure would appreciate a testimonial. Not only will you get that warm feeling that comes from helping another human being, but you’ll get a live link to your website from askHowie.com.

Simply email me at support  AT askhowie DOT com and answer one question: "What benefit do you get from the askHowie newsletter?"

Include your full name, city and state (country if non-US), company name and website URL if you like. For bonus points, attach a photo. For mega-bonus points, send me a photo AND leave your testimonial as a message on my audio testimonial line:

(214) 615-6505 ext 9167

You get a live link from askHowie.com, and the satisfaction of knowing that you’ve helped a fellow earthling grow his business.

So – T Y K W!

This Week’s Product Offerings

1) Look Over My Shoulders – AdWords Success Video tutorials

Look Over My Shoulder (LOMS) AdWords Success videos. Avoid mistakes and confusion. See exactly how I find keywords, split test ads, spy on the competition, assess market profitability, and much more.

The quickest way to get going with AdWords – the most important skills and tactics, in short, easy-to-consume videos.


2) AdWords Ball TeleCourse – starts in 2 days…December 4th!

Small-group telecourse – learn techniques for reducing spend and increasing leads and sales. For website owners using AdWords, and needing better results.

You’re not alone – and AdWords doesn’t have to be this hard.

Read more: http://AdWordsBall.com

Last chance to sign up! Email me right away if you have questions.

BONUS BOP QUOTES (for reading this far)

If advertisers spent the same amount of money on improving their products as they do on advertising then they wouldn’t have to advertise them.
– Will Rogers

People see me all the time and they just can’t remember how to act
Their minds are filled with big ideas, images and distorted facts.
– Bob Dylan

Get the facts first. You can distort them later.
– Mark Twain

Who are you going to believe? Me or your own eyes?
– Groucho Marx

If slaughterhouses had glass walls, everyone would be a vegetarian.
– Paul McCartney

Honesty may be the best policy, but it’s important to remember that apparently, by elimination, dishonesty is the second-best policy.
– George Carlin

Be Sociable, Share!