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Creating the right '˜Viral Reputation' by: Gary Durkin Unless you are brand new to business, or have been under a rock for quite some time - one key marketing technique (which isn't new) - is called '˜Viral'. Based on the word '˜virus' - viral marketing or viral business simply means it '˜spreads' like a virus. The roots of online viral marketing really took off when Microsoft gave away free email accounts - and advertised this at the end of emails. '˜Get your own free HOTMAIL account'. This spread like wild-fire - like a viral infection. Thus, Viral Marketing was truly born. But this article isn't about viral marketing, but rather about how to effectively contain or cure a particularly bad outbreak of '˜viral reputation'. What is a viral reputation?'¦'¦ Virus'¦'¦ an infection that spreads rapidly. Reputation'¦.. what others think about you. This can either be positive or more often, negative. If you are a regular reader of my articles, you will know that I encourage the use of '˜phrases' and '˜sayings' to support or reinforce my point. Not one to disappoint my readers'¦ so here is another classic example. '˜Prevention is better than cure'. In the most simple terms, this means it's better to avoid it - than go through the long, drawn out problems associated with finding the cure to the virus, In this case - YOUR specific virus. In business, both online and off (or what I call '˜real-world' business) - this can be categorised as follows:- 1. Product (or service) 2. Sales pitch. 3. Customer Relations. 1. Product (or service) Whatever business you are in - you are selling something. An idea, a concept, a product, a service, a package, a solution'¦.. it doesn't really matter what it is. However, two key principles are vital to ensure that you '˜prevent' a negative viral reputation. a) Ensure your product isn't rubbish. HA! Sounds like common-sense? Take a look around you in the world and see just how much trosh is for sale - and compare it with something better that does the same or similar, for a similar price. Sell rubbish at your peril. People (just like you and me) HATE IT. And that's how a '˜negative' viral reputation begins. b) Can your product / service prove that'¦. 'it does exactly what it says on the tin'? The '˜tin' is proverbial - meaning that a tins of beans, really is a tin of beans. If you get peas instead'¦.. you won't be happy. Don't claim (or over-claim / over-promote / over-market / overemphasise / over-sell) your product can do something it really can't stand up to. If you do - then you start a '˜negative' viral reputation. 2. Sales Pitch. Or how you sell, market or promote your product. This is linked to (b) above - but can be a totally separate and deadly area, if you aren't careful. If you are selling your product / service etc., you need to put yourself in the shoes of your potential customers. How would you react to YOUR sales pitch - advertising, marketing, and copy? Yes - it's all about persuasion'¦ but gentle and soft persuasion. Get the customer to '˜buy-in' - and don't strong-arm them or force them. The '˜Hard-Sell' can often backfire on you, and can have long-lasting consequences - especially your reputation. Don't oversell'¦. You must over-deliver. Don't over-deliver to the extent that your product is lost in an exuberance of discounts, special offers, bonuses and freebies. If your product is tried and tested, and really is worth the price you are asking - why must you feel obliged to add extra freebies worth 100 times more? And yes - that really does happen every day - especially online. 'But my product for just $47 - and get £'4
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