companies

When I blog about a company, it will usually go in here.

What’s not to LIKE?

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An example of what Bass Pro Shops is doing to encourage Facebook likes.

An example of what Bass Pro Shops is doing to encourage Facebook likes.

I’ve been giving people advice about expanding their social media influence online, and one of the things we always end up discussing is “getting more Facebook fans.” An email from Bass Pro Shops today typifies one thing you can easily do for your fans — give them a reason to “like” you on Facebook! Don’t just spam your (personal) friends and ask them, give them a real, honest-to-goodness, bona fide incentive. Some things you can do:

  • Have a drawing for a free service (if you’re a dentist, give away a free teeth-whitening package)
  • Send everyone (via Facebook) some sort of coupon or discount they wouldn’t get otherwise
  • Send them an occasional message that’s positive and topical; remember some fans might “like” dozens or hundreds of companies, so give them a reason!

Take the time to figure out what you can do to enhance your fan base through Facebook. It’s fast becoming a force to be reckoned with, and by pretending it’s not there (or, as many companies do, blocking Facebook entirely from employees), you’re simply shutting down a very cost-effective means to reach your customers and keep them coming back for more.

As my Aussie friends say, “good on ya, mate” — Bass Pro Shops has done a nice job on this one.

Maybe Guide One Insurance *is* like all the others.

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I’m a pretty reasonable guy. I work hard, try to keep things going smoothly, create cool stuff, raise a family, and try to enjoy life.

But a recent encounter with my (former) insurance company, Guide One Insurance, is enough to make me go all crazy-n-stuff. This isn’t like me — I’m one of the more laid-back types you’ll ever see, but in the words of Judge Judy, “don’t pee on my leg and tell me it’s raining.”

I’ve churned through several insurance companies over the years, and they all seem to offer the same options:

  • Get a great sales pitch from an “agent” who pulls a credit report for no valid reason (as if it has anything to do with your driving skills or home value?)
  • Sign up for their product, start paying exhorbitant premiums
  • Get passed to the “corporate office” who then takes over all aspects of your account, mails you bills and propaganda once in awhile (by postal mail, because email is way too newfangled), handles all your claims and interactions on their toll-free 800 number, and then punishes you if you actually have a “claims experience” with them
  • Have some sort of contact with your agent early in the sales process, only to never hear from him/her again (some agents still send out a Christmas card or annual calendar, but that doesn’t count, because they’re probably done by the Corporate Office anyway)
  • Agent makes money from your business, but never contacts you for anything proactively — if you call him/her, you get transferred to someone else (possibly on the toll-free 800 number). Note: if you need to buy more insurance, however, the agent may reappear — but otherwise the agent flies the coop while collecting fat commission checks from the “corporate office.”

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Great copywriting from Trozzolo

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I ran across a printed copy of the Trozzolo Communications Group newsletter called “High Return” at work today. It’s a really nicely-done piece (inserted into my Kansas City Business Journal). Pasquale Trozzolo wrote an article called “Pass the Malaise” encouraging business people to “educate [customers] on how your product or service can enhance what they do. Use persuasive communication that’s light on hype and heavy on facts and feeling.”

The whole newsletter is fantastic. It’s encouraging and shows off Trozzolo people and successful projects. It’s an enjoyable read.

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