As I travel the country speaking to entrepreneurs and small business owners, I'm struck by the number of people who have terrific client relationships, but would never ask their client to put a good word in for them with a prospect. Why are we uncomfortable asking our client base to spread the word on our behalf so that others might benefit from our product or service we offer? More than likely, we're afraid someone will say no - they'll reject us and that's a situation we'd rather not have happen.
Here are some suggestions on how you can launch an effective and powerful endorsement marketing campaign and take the pain out of the process for you and your client. If you're wondering what the difference is between an endorsement letter and a testimonial letter, here's the cost - sweat equity and a commitment to follow-through on a three-tiered approach to connecting with your prospects. What type of business might benefit from this experience - virtually any business from the local sandwich shop, copy store, accounting firm, to individuals targeting CEO's of Fortune 500 firms. This takes the idea of a testimonial to a new level because the letter is going direct from your client to your prospect list.
Here's how it works.
Phase One: Endorsement from Client
Ask your best client (particularly after they've said something wonderful about you or when you're prepared to show them the "draft" of the letter) if they would assist you in the growth and development of your business by signing off on an endorsement letter that would come from them (that means on their letterhead with signature) and be delivered to a pre- determined list of people (your prospects) that you'd be willing to share with them for their review and approval. Obviously, they wouldn't want a letter of endorsement going out to their competitors, etc.
Write the letter on their behalf and have it completed by the time you ask them. When you make a request and are prepared, your success rate will increase significantly. Include bullet points for easy reading, statistics (if you have them) regarding the results that working with you ... Full Article
BY DEBORAH S. SWEENEY
Trademarks and domain names have become fundamental in the world of business. A functional knowledge about trademarks and domain names, as well as how they may apply to you, is both beneficial and critical so that you won't get the short end of the litigation stick.
Trademarks and Domain Names
A "trademark" is either a word, name, symbol, or device, or any combination, used, or intended to be used, in commerce to identify and distinguish the goods of one manufacturer or seller from goods manufactured or sold by others, and to indicate the source of the goods. In short, a trademark is a brand name.
A "domain name", otherwise known as a "uniform resource locator", may be used to identify an organization or other entity on the Internet. A domain name typically represents the homepage of a particular entity's website, and is in actuality a "label" that refers to Internet protocol address numbers. A domain name is not synonymous with a trademark. However, a domain name may act as a trademark under certain circumstances. To qualify as a trademark, the domain name must not simply be used as an address or location. Rather, the domain name must be used to identify the goods or services of the person or firm claiming the mark. The domain name must become an integral part of the goods or services in order for it to be the subject of a registration.
Advantages to Registering Trademarks and Domain Names
As part of the preliminary steps to trademark and domain name registration, it is wise for the potential applicant to undertake a comprehensive trademark search. Failing to do such a search and analysis of pending and registered trademarks and domain names may result in litigation for an alleged infringement as well as the loss of significant marketing monies and good will.
If a comprehensive search reveals that the mark and domain name are available for use, one should seek federal registration of the trademark. If you have done your homework and thoroughly considered your trademark, and domain name options, it is wise to file for a federal registration of your trademark that coincides with the goods/services offered and the domain name. Similar, if not identical, trademarks and domain names will not only save marketing dollars, but will also minimize the costs associated with filing for federal registration ... Full Article
