The other day I walked into my Chiropractors office and he said, “Hey, thanks for the reference!” I had to think for a moment- I couldn’t recall offhand when I’d been solicited for a reference. Then I remembered a post on Facebook about someone in one of the groups I frequent posting about the best child chiropractor in the area. My chiropractor specializes in pre-natal, infants and children- so naturally I had to rave about the great job he has done with my child. It was such an organic response for me that it didn’t even register at that moment that I was giving a reference. I was just providing an honest opinion on the best person for a job and helping out someone with a question based on my experiences. When it comes to building brand evangelists, my chiropractor has it down. Brand evangelists are like gold, because naturally (and often without even realizing it) they continue to promote your brand. Not because of your products, but because of your cause and the benefit to the customer.
One of the most famous motivational sales/marketing talks that I’ve heard comes from Simon Sinek. His talk mainly covers the point that: people don’t buy what you do, they buy why you do it. So often in marketing we get caught up in discussing features or products that we forget the person that they benefit the most: the customer.
So here’s what you want to know, “how do I communicate why I do what I do in a way that promotes product evangelism?” In other words: how do you get people to love you so much that they naturally can’t help but promote you?
Grab a pen and paper. Or just your iPhone “notes” app. Here are a few words of marketing wisdom that will help you gain more brand ambassadors.
Stop being so self-centered.
You know that guy at the party who won’t shut up about himself? Who talks and talks, doesn’t let you get a word in, and brings nothing of value to you whatsoever? I hate to say it, but you might be that guy. Pull up your website in another tab. No, really, do it. Go through your products and services section. Read it, right now. Delete anything that mentions “us” or “our company”. Nobody cares. I’m sorry, I know: you probably spent a lot of money and time identifying why YOUR company is the best. But the truth is, no one cares about you. They care about the results your customers see: the why behind you. Identify how you’re going to change the lives of others and communicate that rather than focusing on pitching yourself.
Get back to the cause.
If you’re having trouble identifying your why, it may be time to get back into the trenches. Talk to your favorite customers and clients. Ask them how what you’re doing is changing their lives and making them better. Consider conducting surveys, doing case studies or getting reviews. There is nothing like hearing about how your products change the lives of others directly from those people. That’s your why. That’s your cause. Take that and integrate it into your marketing.
Give a sh!# (about the right stuff).
Excuse my French, but one of the main reasons that people become evangelists for a brand is because they know how much that company cares. If you don’t care about what you do, you’re in the wrong business. People aren’t as dumb as you might think. People see right through cold brands that have no “why” behind them. The reason that I provided a glowing reference for my chiropractor is not because he has a better adjustment technique than any other chiropractor. It’s not because he has 30 years of collective experience in his industry. It’s because he changes the way people think about their health. At the end of the day, it’s no longer enough to have a great product. If that product has no story, if it doesn’t change lives, there is no why. People don’t refer people (or businesses) without a why. You need a why. You need to care. Because once you care you’re no longer a commodity, you’re a necessity. Necessities are invaluable. And we’ve already discussed how becoming invaluable eliminates objections and the price factor.
Are you ready? Your customers are waiting to refer you, you just have to remind them (and maybe yourself, too) of why. Why do you do what you do? How are you changing lives?
Heres the truth: Your marketing may need an overhaul. But that’s okay. We’re here to help. Let’s get your customers shouting from the mountaintops.