Edit Testimonials for Your Marketing Materials

Small business owners who are gathering materials to market their products often ask "...do I need to include testimonials in my hand-outs?"

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My answer is a definite YES.

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This is because I know from experience undecided buyers will respond to a testimonial rather than a real live human being in their face saying "...buy now! I did and love it."

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Marketing Truth: Testimonials sell products when Buyers are undecided!

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However buyers will still be skeptical if they only see a previous buyer's first name listed as "I loved it. Ray M./Atlanta".

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That's because the assumed thought is "...he must NOT like the product THAT much, or he would have included his LAST name."

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Sadly this is because dishonest marketers and writers will "make up" testimonials, just as some bad newspaper writers occasionally "make up" quotations when they can get away with it.

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I know someone who once was covering the opening of a theme park ride and made-up a quote because it was 'safe'. He included this sentence, supposedly from a park attendee: "...I loved it. The ride is fast."

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Now who, getting off a roller coaster, doesn't say "it's fast" ? The writer, who had not attended the event, had a good laugh. And an easy paycheck!

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To me, it was lazy writing!

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Part of the fun is in the actual participating in the experience. Even at the level of experiencing the product. Do you not agree? There is a great amount of respect in knowing how I felt while experiencing the product (...or process, or event?)

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On the opposite coast....on Truth Beach----(my beach)---Friend Leah Henderson, a nationally respected counselor and personal coach, sent a letter to all her clients and said "...I'm looking for some honest testimonials, can you help me?" Needless to say she got more than she could include on the site!

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Below are some examples of true testimonials from our business. Keep in mind I was very particular that the comments were not alike, and that each was as short as possible. Please note I included each business owner in bold font.

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Q: What would bring you back to Persily & Associates?

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"...Wonderful staff! Very pleasant to work with!"
Karen Cash, Prudential Georgia Realty


"...Efficiency with the paperwork!"
Scott Zampach, property buyer


"...the champagne gift from the firm was VERY classy."
Ken Murray, Freedom First Mortgage


"...the personal approach and the ability to answer
my questions and concerns."
Dora Capers-Penn, property buyer


“…I had a very GOOD experience with Persily & Associates.”
Linda Bridges, Re/Max Advantage


“I just wanted to thank you for your good service. My
Closing went very smoothly. All of your efforts were appreciated.”
Tim Walsh, Developer


"...outstanding customer service. Very prompt, and this was
the fastest closing I have ever experienced, thank you!"
Stephen Jenkins, JBK Investors Group


"...they explained in detail all of my documents."
Raphael Downer, property owner


"...terrific service, and a friendly atmosphere."
Valerie Kong-Kwee All-N-One Mortgage


"...they provided an organized, clear description, of each item to be signed."
Ken Johnson, property owner



“…your exceptional front desk---gracious each time I called,
helpful, courteous, and
delightful.”
Helen Brown, Re/Max Executives

Elevator Speech Example 2 & 3 "Divorce" & "Rainbows"

Good afternoon…you’re probably thinking “…now THERE’S a guy who loves Broadway Musicals” and you are right.

One of my favorite shows is Urinetown where a dying Bobby Strong laments “Why did I listen to my heart? I heard its call and made this revolution start.”

Ahhh…love. It stirs up all kinds of emotions inside, eh?

Two men who came into our firm last week were once in love. Sadly, they had come to the end of a nine-year relationship and were splitting property. One took the house, the other---the pool condo.

Just last night the younger fellow called me and said “Ray, the condo isn’t ready, the floors and kitchen are not in and he is KICKING ME OUT of the MAIN HOUSE. What are my rights?”

Now you know I only play a lawyer on the Hellivision, so I put him in touch with our Litigation Department to see if they could help.

However, that’s a downer---let’s go back to being in love! Now, imagine ______ and I are a couple and we are in love. Don’t ya just love, love?

And we’ll probably be together forever, I just know it. But hey, while I’m still happy I should discuss this situation with _____.

What if we break up? Can I still leave this relationship with my stuff? Do I still owe you half?

At P& A, we can help with these decisions.

We sell Partnership Agreements, similar to Pre-Nuptials, where you can protect yourself and your love’s assets.

Don’t wait to protect yourself, or you might be lamenting like Bobby Strong!

“Relax, we’re closing at Persily.”
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You know---a person once told me---as a hobby---they liked sitting outside eating ice cream and watching rainbows! And whereas I think they were being sarcastic, I said “So do I, so do I.”

But I got to thinking, if you are going to be that type of person, you need a couple of things: You need a comfortable chair to sit IN, and a big porch to sit ON.

By the beach, in the mountains, in the burbs, by the city beat---you need a HOUSE to sit AT.

And with heavy perspiration, and I see it daily---you’ll close on a house.

It’s my job to make sure that closing is easy and care-free.

I like to say I am the last handshake BEFORE the American Dream. I’m that guy who hands you a bottle of champagne, right before your realtor hands you the keys to your front door.

As you make your way back to your big porch today and your comfortable chair…Please think of me, and think of the Real Estate Agent who helped you buy your American Dream. I want to meet them. We would be great business partners, AND---I can buy them a lot of ice cream!

I’m Ray Macon… “Relax---you’re Closing at Persily.”

Write an "Elevator Speech", Spinners/Choosers and Cornball Speach for Smart Crowd

Many people wonder "...what is an elevator speech?"

It's not a phrase you hear very often.

Yours should be a choice in the spectrum of Who What Where When and Why that you can use while speaking with fellow riders on an elevator.

For instance, ask yourself "...what can I say to this person to make he or she interested in buying my product or service?"
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I've tried, it's hard.
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I have made a conscience effort to try, and have passed many business cards.
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"Do you work in this building?" was the foremost comment.
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I made the most of it: "...yes, I work for this really great closing firm," smiling a sheepish (albeit convincing) smile.
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Basically, when you hear the phrase think: "I have exactly one minute to hook 'em!"

Most elevator speeches are given at luncheons. Here is one I did recently:
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According to Peggy Hill, Substitute teacher at the Arlen County Middle School in Arlen, Texas, “In the Game of Life…some people like to SPIN and others like to CHOOSE.”

The Spinners like to think that some FATE played a part in their decisions whereas CHOOSERS like to debunk fate and say they themselves had everything to do with the decisions they made in their life.

Lisa Whitstein with AllState Insurance will tell you that some drivers don’t have perfect auto records. These folks have to SPIN and let another bad driver’s rates determine their fate.

Then again those people who never have an accident, knock on wood—those like me---get to CHOOSE what programs they buy and at better prices. By the way I scratched every one of your cars trying to park today.

But in the Closing Business, our business, there are also Spinners and Choosers. Some people have bad credit, or poor credit, and so programs for them are limited. Others choose a Mortgage Broker or Realtor off the Internet, and leave their future to CHANCE.

But the majority of my clients, Realtors and Brokers, are Choosers. They don’t pick Closing Attorneys out of the phone book, or use the ones their boss suggests.

These people know it takes a long time to earn someone’s trust. And they wouldn’t let you make a bad decision. So they hold you like a little baby through the whole process.

They choose someone like Persily Law---Harvard Law---because they know they will get exceptional service at fair prices. And they know that we know people like you, who can also be a resource for their future purchases.

Please introduce me to your Realtor and Mortgage friends. I want to meet them. Before you SPIN, let me CHOOSE: Relax, we’re closing at Persily.

---------...and this one, appropriately named "Cornball 1 Minute" for a special "nerdy" crowd:

Good Morning, I’m Ray Macon…Persily & Associates, Residential Closers.

I really wish my Family and Friends could be here this morning, because---for a change---I’m not going to talk about Myself!

I would however like to speak about my PowerCore Team, the MidTown Powercore Team.

If you’ve ever visited my team, you know it is similar to yours, in that we Laugh and like to enjoy our time together. Yes, we clap more than you guys, but you have us beat on humor.

But let’s face it---there are more of you! We’re looking for new people who “…have the Clap”.

I’d like to enlist your help today in giving us one name of a new business owner or Marketing Director whose business is growing, would benefit from joining a motivated PowerCore Team.

We’re full-up on attorneys, financial advisors, insurance agents, and real estate professionals. But every other business is open game and another opportunity for us.

I have personally benefited from being a visitor on this team, and a Member of the MidTown PowerCore.

If possible today, Please give Me, as a rep from my team, some ideas so that we may grow as successful as InTown PowerCore.

…And did I mention Persily is the best dang Closing Firm in Town?

I’m Rainmaker Ray Macon
*** & Associates

Write a Thank-You Letter for Someone

Pensacola Christian College
Attn: Miss Lydia A. Fotter
Re: Intern Kenny Cao

October 11, 2006

Dear Miss Fotter,

I apologize for not having sent this evaluation sooner. Currently our company is in the middle of a location change, and I have been very involved with this transition.

Kenny Cao was a terrific intern for our company and we do miss him. We want to make sure that Kenny gets the great grade he deserves for helping us this past summer.

Mr. Cao worked directly with the Managing Partner of our law firm, Seth Persily. Mr. Persily is a Harvard Law Graduate and former Publisher of the Harvard Law Review. He is a demanding perfectionist and entrepreneur who also serves as city court judge for Atlanta Mayor Shirley Franklin.

Mr. Persily commissioned Kenny Cao for two projects; to re-brand “Persily Concierge Closings” and to create business cards with a modern design for all of our employees. Mr. Cao finished these projects on time and they were excellent.

From the very beginning, Mr. Cao was dressed professionally and conducted himself in a manner which would afford him any job in the Unites States. I was proud of his ability to express himself, and follow instructions closely. He also used humor as a way to diffuse stressful deadlines, which was appreciated by the other staff members. They wanted to have their picture taken with Kenny before he left us!

Please accept my humble thanks to Pensacola Christian College for allowing Kenny to work with us. I would accept any intern the college suggests. We are currently looking for two interns over the next two semesters in the following areas: “Marketing for Small Business” and “Graphic Artist for Small Business”. If you know of anyone looking for an internship, please send them our way.

Thanks to you and God Bless.

Sincerely,

Ray Macon
Director of Marketing
Persily & Associates

Write a Recommendation Letter for Someone

Question: "...Ray, how do I go about writing a recommendation letter if I want to get my friend into a good college?"

This was a hard one because it's been a while since I did it. I had to pull notes from 2004. I do know that my Intern got into the college, so it must have worked!

Writing letters is just a re-configure of the 4-5 W's-1 H Rule. Follow this method in this order, and you will find it a pretty easy letter to compose:

1. Who wants to get in? Who am I anyway?
2. How long have I known them?
3 What did they do for me, and where.
4.What type of performance did they give?
and the last question
5. Why I think they should be able to achieve entrance into this college or organization or position.

Looking back at it, the writing is a little homespun. But sometimes that is exactly the "putt-in" one needs when looking for a job...a good, honest testimonial.
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The Graduate School of Arts & Sciences
Suite 302, Intercultural Center
Box 571004, Dept. FSER
Washington, D.C. 20057-1004
December 2, 2004

To Whom It May Concern,


Please consider this a letter of recommendation for applicant Valentine Flegal.

For 16 years I was a television producer and intern mentor for CNN. I chose Ms. Flegal out of a long list of applicants to work as intern for CNN International’s Q&A television program.


I can honestly say that Ms. Flegal was the most intelligent person we have ever hired for that position.


As you know, News Television is “detail rich”. I was impressed that within a week, Ms. Flegal was doing the work of two people and at a quicker pace than others before her. She required very little training.


As her Mentor and Trainer, I found that Ms. Flegal was exceptionally talented at making wise, quick decisions, and that was important during breaking news situations. She most often had done the work before we had asked her.


One important aspect to include was the program content of Q&A. Constantly we were called upon to produce 30-minute programs of topics boring in nature for the general public, but otherwise “smart television” that would appeal to international leaders and diplomats.


Examples of this would include “What is the Future of the World Bank?”, “Is the Hague War Crimes Tribunal Really Working?” and benchmark shows about the success of the Euro monetary system. Ms. Flegal found all of these topics interesting, and gave us ideas on how to make them appeal to a larger audience.



Unfortunately, our “Q&A” program was canceled in early 2004 after an 8-year run.
Since February, I have changed careers, and now work for a law firm in Atlanta as a corporate development strategist.

Ms. Flegal was a friend to me during my job search, and often called to check on my mental well being. This gave me another reason to respect her.

I would be happy to talk with you more about my admiration for Ms. Flegal’s work ethic. Please give me a call if I can be of any help.

Sincerely,

Ray Macon
404-643-8215

Editing Biographies for Speaking Engagements

For those of you wanting to increase your edit skills, I was reminded by a writer friend just yesterday at the gym "...less is more."

I volunteered to help an organization recently with their awards banquet. I think I got the two best assignments "read and edit the bios of Allen Jones, who was to be receiving the Lifetime Achievement Award and also edit the bio of the Blues Singer Francine Reed. Without boring you with the long winded versions, which were over 5 pages each---here's how they turned-out!
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Host MELISSA CARTER: AND NOW I HAVE THE PLEASURE OF INTRODUCING A LADY THAT IS GOING TO MAKE THIS A TRULY MEMORABLE NIGHT FOR ALL.

Born into musically rich family of singers in Chicago, Francine Reed’s gospel-singing father was her first musical influence. While growing to regional fame in Arizona, she became known for her magnetic performances, opening shows for such greats as Miles Davis, Smokey Robinson, and Etta James. While in Phoenix, a virtually unknown singer by the name of Lyle Lovett was so impressed he hired Reed. In addition to her eight year stint as a featured backup vocalist with Lovett's Large Band, Reed's velvety rich vocals appear on four of his releases. Lovett returned the favor to his longtime friend by contributing and appearing on the lead track of Francine's 1995 debut release "I Want You To Love Me". The release debuted at an impressive #7 on Billboard's Blues Chart.
Francine lived in Phoenix for over 20 years. Her recent relocation to Atlanta has been great for her career. She coincidentally moved right across the street from the city's premier Blues Club, Blind Willies.
She has signed with Ichaban International Records and is still touring the world---gaining new fans everywhere she goes. PLEASE WELCOME MS. FRANCINE REED!!
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JON: THIS YEAR WE THOUGHT IT WOULD BE APPROPRIATE TO START A NEW TRADITION FOR THE AWARDS DINNER. AMONG US ARE CERTAIN INDIVIDUALS WHO DEDICATE THEIR LIVES TO HELPING OUR BROTHERS AND SISTERS IN THE GAY AND LESBIAN COMMUNITY SURVIVE AND THRIVE. TONIGHT WE RECOGNIZE ONE OF THOSE INDIVIDUALS WITH A LIFETIME ACHIEVEMENT AWARD.
A Georgia native born in Conyers Allen O. Jones’ life is a story of quiet compassion, faith and strong community involvement.

His professional education began with paper routes for the AJC. He graduated Georgia Tech and was later a policeman for the Air Force Reserve. In the 1960s, when after returning to civilian life and insurance sales, Allen pursued politics. He was elected Chairman of the Georgia Young Republicans and in a 1963 an Atlanta Journal Article had this quote: “Two young DeKalb Republicans are battling for the presidency of the Georgia Young Republican organization. They are Newton L. Gingrich, an Emory University student and Allen O. Jones, President of the DeKalb Young Republicans and an insurance salesman.” As it tuned out Allen beat Newt Gingrich in what was his first election loss.

During his campaign for President of the U.S. Young Republicans in 1964, Allen included an African-American, Dr. Lee Shelton.

Ten years later, Jones began building his enterprise. In 1977, Allen formed a partnership with two friends to own and operate Shelly’s Bar and Restaurant, the first gay establishment outside of the downtown area at Peachtree and 25th. Of course the community was smaller back then. Allen made sure the bartenders and wait staff introduced every patron that walked in the door to each other!

In 1981 Allen became aware of the great need for help for those suffering from the symptoms of full blown AIDS. He saw Ken South, then head of AID Atlanta, in a television interview. The report focused on how people who had contracted AIDS were showing up at the doors of the center. Some had little money, some families had thrown them out; they were treated as lepers and urgently needed help. Allen asked Ken South Executive Director what they needed. They had no salaries and little money to operate the organization. Ken said they needed $45,000 to pay operating expenses and provide seed money to apply for grants. Allen said he would get it, and with friends---he did.

Leaving the securities business in 1982, Allen developed a luxury retirement community in Chesterfield County, Virginia. In 1988 he returned to financial consulting by forming ARI Consultants.

In 1992, Jones co-founded the Atlanta Executive Network, bringing gays & lesbians and straight business people together for networking, inviting the Atlanta power players to be speakers. The Atlanta Business Chronicle published a front-page story about the 600-member Atlanta Executive Network in Atlanta coming out for the world to know that they were empowered and ready to take their place as the leaders in business and community service.

Allen Jones served as Chairman and President of AEN for five years leading it to a record-breaking 1,106 members – at that time the largest business networking group of any kind in the United States.

Allen is the recipient of a special humanitarian resolution of the Georgia House of Representatives, The Atlanta City Counsel President Award and Atlanta’s top award, the Phoenix Award

His mission is to help business people be a success as they define it for themselves. This often involves taking people who want to start a business through all the components of operating a business resulting in a business plan and a five-year financial forecast.
Allen continues to work with his clients after the business is operating as needed. Allen has served over 140 businesses. On a personal note, he has helped me sell two of my businesses and is a personal friend.
Please join me in welcoming to the stage Mr. Allen Jones.

Simple Touch of Fate Magazine entry: "...Submissions should be true stories involving people who were in the right place at the wrong or right time."

As a sophomore in college I was used to wild fraternity weekends, where girls came and went through the house as quick as beer.

On one such occasion my girlfriend Wendy was especially imbibed and had grabbed a frat brother's bicycle. As she circled the house singing Madonna's "Holiday" I got tired of trying to keep up with her on foot, and decided to go see what the brothers in the house were doing.

Call it fate---call it bad timing----but as I walked into the back door a stereo speaker was falling out of a third story dorm room. I guessed my nut head fraternity brother Buxton had knocked it out the window as an accident!

But it hit me square on the top of the noggin, and as it did, the edge of it pierced the skin on my head.

Be hit on the head and you find that nothing on your body bleeds faster. I was quit surprised, having been born a C Student, that my brain carried that much blood! I fell into the fraternity house grabbing my head.

The problem was it was also Halloween Weekend, and many people were already covered in fake blood. In fact, as I walked by everyone yelling "help, I need somebody to take me to the emergency room" people laughed! They really thought I had poured a bunch of red dye on my head and was faking the injury.
Even when I said "I'm not kidding" people in the living room just pointed and smiled!

That was when I decided to run out the front door and wave down my drunken girlfriend and have her take me to the infirmary on the bike. After all, the college hospital was just a few blocks away.

And there she was...circling the house humming "...we need a Holiday-hey".

After riding 3 blocks on the handlebars then 8 stitches tot he wound---I decided I was really pretty lucky. The stereo speaker could have really hurt me, and I couldn't blame the bloody costumed frat brothers for not responding to my pleas!

I always kept that moment in my mind and decided to turn a negative memory into a positive one. In 2004 when I left a 16-year career at CNN, one of my colleagues bemoaned that I had NEVER missed a deadline. "...you have good timing," she said.

I thought of the stereo speaker head injury and smiled "...It's strange but...if you only knew," I shrugged!
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Welcome Back to Me/Us/We

I've been away for several weeks taking care of some family business. I've also just finished a group project with the Atlanta G&L Chamber of Commerce.

It couldn't have been easy for the Project Manager listening to my occasional gripes. However, I think overall I was more of a Help than a Hindrance.

I wrote some of the scripts used in the show "Step Into the Spotlight 2007".

In honor of my friends and boss who were nominated for awards I wore my cuff links made from old typewriter keys.

More to come!