Good Pitch Tuesday: Customer Proof is in Preparing the Pudding!

You know this, but often forget, but when a journalist is writing about a service or product they seek firsthand accounts from customers because stories that feature a testimonial are far more engaging and add credibility to the feature.

Unfortunately, many PR folks don’t take the following three crucial and simple steps to identify press-worthy spokespeople who are willing to talk as happy customers, so when a reporter or a blogger or anyone these days asks for a client testimonial a terrific story often slides down the tubes. It’s “Oh no!” instead of “Yes We Can!”

No matter what business you’re in or promoting, if someone wants media attention, someone in the media will someday want to speak to customers. Here’s what to do when get the I Want A Customer demand:

1. Gather Copious Information about the Customers
First of all, do it beforehand: Mail-in rebates, online surveys, registration questionnaires…they exist for one purpose—to gather information about customers. It is imperative you have some knowledge of customers’ geographical locations, household income, interests, hobbies, or quirks. If you have e-mail addresses for customers, ask them a simple question: “Are you willing to speak to the press about your experience? ‘Cause they’d love to hear from you!” From there you begin building a database of uber-cool and receptive spokes dudes/gals. (At RLM we try to offer some sort of thank-you in the form of a discount or a $25 Barnes & Noble/iPod card. This is merely to make sure the person shows up.)

2. Select Candidates
It’s no surprise that when seeking a customer testimonial a journalist will be selective. For instance, if San Francisco Chronicle wants to speak to someone who uses your product, bet they want a customer in that Bay Area. If you have sufficient info on clients, filling this request can be piece-a-cake. Likewise, when you have information on your customers you don’t have to panic and can instantly be proactive and pitch them as a part of the story. Think about it: How much better are your odds when pitching a reporter at Chicago Tribune if you mention that you happen to have several seriously thrilled clients in Chicagoland willing to share their experiences!?

3. Prepare Your Clients for the Media
In a recent post here at BPB we talked about how nerve-wracking it can be for your CEO to represent your company. Unfortunately, having a client tell a story can be even worse. Unlike your CEO, a client doesn’t have a vested interest in your firm’s well being. Also unlike your CEO, we can’t “script” customers or clients for interviews. However…there’s nothing wrong or untoward about ensuring your client understands the ins, outs, and potential pitfalls of speaking with media or other influential types. And you can talk the big message with them too, so they know what you’re expecting. Make sure your testimonee knows that nothing is off the record and key words/phrases like “recently divorced,” “unemployed” or “unhappy at work” will spark a journalist’s unwanted attention. And, cause I can’t say this enough, explain what YOU hope to get from this story so they can sing along! (Do that last.)

So what did we learn today? Don’t take testimonials for granted and don’t let a potential story walk on by because you can’t deliver for a blogger or a reporter. With groundwork, something we scramble for after it’s asked, and a little newfound or remindable common sense, you’ll handle requests with no difficulty whatsoever.

An ounce of preparation means one fewer hair-raising day.

.....Tweets all day long: twitter.com/laermer