• Taylor your paid advertising to reinforce, complement or at the very least to be consistent with your reputation.

• Give your champions new information that will carefully shape what they say by correcting, adding to and relating what they say to other things you want them to think and talk about.

Here are a couple of ideas on finding out the content of your reputation.

1. Conduct a testimonial gathering program as described in the book. Give your champion customers a chance to tell you in their own words what they say about you. If you get permission from them, you will be able to quote them appropriately in your paid advertising or in promotional fliers. You can give a simple form to each confirmed champion and ask them to complete the following question (or one similar that is more appropriate to your setting): "I recommend this product/service to others because ________."

2. Conduct a formal survey listing the major components that are likely to be part of your reputation. Have your champion customers tell you how important each of the components is and then rate you compared with your major competitors. Using this approach, you can actually see your position on a graph showing where you are in relation to your competition.

3. Conduct a focus group of champion customers and let them explain the content of your reputation.

Main Tutorial Page

Finding Champions

Finding champion customers
Finding a reputation
Finding champion employees
Finding unhappy customers

Inspiring Champions

Inspiring champion customers
Inspiring champion employees
Inspiring unhappy customers

Thanking Champions

Thanking champion customers
Thanking champion employees
Thanking unhappy customers

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