Google Acquires Trust Seal Provider KikScore |  |
- Google Acquires Trust Seal Provider KikScore
- What Does the Cynical Client Need to Hear From You?
- Read Small Message, Big Impact to Get Your Message Out in a Big Way
| Google Acquires Trust Seal Provider KikScore Posted: 03 Jun 2012 12:30 PM PDT Google has acquired the technology and assets of KikScore, a Washington DC and Denver-based provider of online trust seals for small businesses. The announcement was made on the KikScore blog. The KikScore product, which serves over 1,700 small businesses in various countries with its trust seals, will no longer be available as of June 28, 2012. So if you are an existing customer, you will need to find an alternative. The KikScore announcement recommends that website owners try out the Google Trusted Stores product. The two products are both designed to increase sales, by showing buyers that they can trust a business. However, they are different in the implementation. Google Trusted Stores focuses on helping buyers at eCommerce stores feel confident that high standards of on-time shipping and customer service will be met. Google Trusted Stores also offers buyers the ability to opt in for purchase protection (up to $1,000 in lifetime purchase claims), including Google’s promise to step in and attempt to resolve billing, shipping or return issues. Merchants who display the Trusted Stores badge have to meet Google’s standards for shipping and service issues. In other words, Google Trusted Stores focuses on eCommerce transactions. Here’s an example of a Google Trusted Store seal in the lower right corner of an etailing site, showing the information the buyer gets when mousing over the seal:
KikScore, by contrast, focuses on the broader reputation of the business, by reassuring buyers and site visitors of who stands behind the business, the financial stability of management, how secure the website is, customer feedback, and that the business in general can be trusted. Social Matchbox quotes KikScore CEO Rajeev Malik as describing KikScore this way:
Through this acquisition, Google now has access to KikScore’s patent-pending technology. That technology is complementary to, yet different from, the Google Trusted Stores approach. One big difference: KikScore’s approach, being focused on reputation of the business, applies to more than just eCommerce companies. For instance, consultants and accountants could use the KikScore Confidence Badge on their sites. Here is an example of a KikScore Confidence Badge on a law firm website:
No details were released about what Google plans to do with its newly acquired technology from KikScore. However, this seems to be a sign that Google intends to expand its Trusted Stores program. The Google Trusted Stores program was launched in the fall of 2011. Until recently it has had a low profile. In fact, Internet Retailer referred to Trusted Stores as a “test” and quotes a Google official as saying as recently as April 2012 that only a “couple of hundred retailers” participate in the program. That’s a fraction of KikScore’s customer base of 1,700. Also in April 2012, Pamela Parker at Search Engine Land spotted the Google Trusted Stores badge on Google AdWords. When mousing over the badge, a pop-up shows trust information right in the ad itself. Use of the Trusted Stores badge in ads by retailers was also described as a test. Perhaps with this acquisition, Trusted Stores will move out of “test” mode. From Small Business Trends |
| What Does the Cynical Client Need to Hear From You? Posted: 03 Jun 2012 08:30 AM PDT Truth is — there's a little cynic in most of us. It's that part that doesn't trust people to be the best of themselves — and for good reason. But how do you serve the cynic? Because underneath all that armor just may be the ideal client.
Well, they need 3 core things: #1: They Need A Product Or Service That Over Delivers The most effective marketing begins with a clear understanding of what your client wants and needs and then a solution that gets the job done. To make the most of this — evaluate the promises that you share in your marketing copy. List the benefits that you say your service provides, and then make sure that you keep your word. Does your product or team do what you say they will do? But don't stop there, find ways to over deliver. For example, if you sell cameras, you may include a bundle with a back up battery. It's the consistent little touches that make you stand out over time. #2: They Need To See What You’re About Be transparent and clear about what you have and how you take care of your clients. Don't embellish, but do give them a chance to see how you do what what you. Free trials, sample products and recorded testimonials add transparency to your business. Your potential client is able to experience your product or listen to the experiences of others. And if you're not ready to video, then consider audience testimonials or written ones. Just make sure they are real and that you can prove it. #3: They Need The Freedom To Love It Or Leave It It's the thing that money back guarantees are made of. The freedom to leave without a ridiculous penalty often eliminates a barrier to entry. If it's a service contract, then decide up front the rules of engagement for ending the contract early. Understand that every client will not be a great match for your company, so create an exit plan that's fair and sensible for both parties. The cynic comes with a lot of automatic reservations. So use those concerns to tighten up your product and the marketing message about it.
From Small Business Trends |
| Read Small Message, Big Impact to Get Your Message Out in a Big Way Posted: 03 Jun 2012 06:00 AM PDT
What about you? Do you have an elevator pitch? When did you put it together? And did you know that in addition to the internet, social media and marketing in general — elevator pitches have evolved and gotten more sophisticated. I KNOW — it’s crazy! And after I tell you all about this new book called Small Message, Big Impact the Elevator Speech Effect by Terri Sjodin (@terrisjodin) , you’re going to find yourself going back to the drawing board on your elevator pitch. Now that I’ve told you that, I don’t feel so bad about not having worked on mine. So let’s take a peek inside Small Message, Big Impact and see if we can take our elevator pitch into the 21st century. But First, A Word About The Author I haven’t met Terri Sjodin, but I feel (and I think you will, too) like I know her. I got this feeling from her honest sharing of her first experience with the elevator pitch. Anyone who has been in sales and tried to get that big account will relate to her story, her creativity and her spunk when she decided to land that big account and then showed up in his office parking lot at the crack of dawn with a white rose — just to earn a 10 minute appointment. She says it was a lame attempt at an elevator pitch — I say it was brilliant. Terri is the principal and founder of Sjodin Communications, a public speaking, sales training, and consulting firm. She’s been a speaker and consultant for Fortune 500 companies, industry associations, academic conferences, CEOs and members of Congress (may not nearly enough members of Congress, but I digress). What’s most impressive about Terri is her insight about the fact that our relationship building and referral conversations have changed and that our elevator pitch has to change with them. What Do An Elevator Pitch And The Butterfly Effect Have In Common? This entire book hinges on the concept of the Butterfly Effect – the phenomenon inspired by Edward Lorenz, an MIT mathematician. The concept is that a small change in one part of the world can create a huge impact on another side of the world. She makes her point clearly in the opening of the book where she tells a story about running into your ideal client in an airport. Maybe your circumstances are different – but you get it. Who hasn’t had the experience of being presented with an opportunity to impress or to create a new business opportunity and squandered it because you didn’t know what to say and how to start the conversation? The Right Pitch For The Right Time Small Message, Big Impact is based on the idea that you can’t have just one elevator pitch. You have to have several that are at your disposal and top of mind so that you can approach these serendipitous opportunities with grace and ease. The book is written in twelve chapters that take you by the hand and educate you on why it’s important to have a custom pitch and how to create one for every occasion. Chapter 2 hits on what I see as the most important thing to “get” out of this book — your INTENTION. It’s your intention for that person or for that circumstance that will define which elevator pitch you’re going to use. When I read this, I just about fell off my chair because this is what I think has been holding me back. I’ve been working on a single elevator pitch and never used it because it never seemed to fit the circumstance. You’ll want to read this chapter carefully and make sure that you understand and integrate what Sjodin is trying to get across. Chapter 3 gives you the outline for a successful elevator pitch. That’s nothing new. But were Sjodin strikes paydirt is that she reminds us that we will often have three basic intentions with our pitch; to inform, persuade or simply present. There is also a template that is at the end of the chapter for you to use. In fact, everywhere she introduces a new outline, she provides a template. Each subsequent chapter guides you through the process and shares stories from real people that you can relate to and their challenges and successes related to the elevator pitch process. Then, at the end of the book there is an appendix where you will find all the templates together. What Was Missing For Me Maybe it’s my insecurity or writer’s block when it comes to these things, but I wish there were MORE examples of elevator pitches included that showed the progression of brainstorm, to first draft to finished draft using the templates provided. When I sat down and looked at the template — I literally froze up and my brain just shut down. For example here is the first template:
I was overwhelmed at “Grab the listener’s attention” – I just froze up. I would have loved to see examples there. Don’t get me wrong — there are examples there. I just wanted more. How To Read This Book It really depends on your work style. But I would recommend reading this book as a group. Think of it as a working book club. Read the book and come prepared to run a few sessions together helping each other put these principles into practice for each of your businesses. You can each read the book on your own and develop some drafts and ideas, then work together exchanging ideas. I’ve often found that my colleagues, team members and friends often see things in my business that I’ve either forgotten or didn’t realize had value. You’re Not Going To Want To Read Or Do This – But You Should I’m really glad I received this review copy and read it. It confirmed what I knew for sure — you don’t have much time to get your branded message out there. And if you don’t get it out there clearly, you’re missing out on opportunities. I have to admit that the thought of creating several elevator pitches sort of makes me sick. I mean, I haven’t even done the FIRST one — I can’t even imagine doing more than one. But if you’ve come to the point where you NEED to have the pitch be just right — this is the book for you. From Small Business Trends |
Wanna know a secret? I’m a marketing expert and my elevator pitch STINKS. Come to think of it, I don’t really have a good elevator pitch. The other day I was at one of those networking events where people get up to introduce themselves and some of them have these snazzy, memorized elevator pitches. I don’t have anything against those, but that really isn’t my style.| You are subscribed to email updates from Small Business News, Tips, Advice - Small Business Trends To stop receiving these emails, you may unsubscribe now. | Email delivery powered by Google |
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