Research proves that customer investment and word of mouth marketing are most effective business development initiatives any company can have to build a brand, to build sales, to build lasting value. It’s true that a word from a friend we trust makes a huge difference in what gets our attention.
Getting my attention doesn’t mean I’ll buy.
If you want me to buy your product or service, show me
- how it makes my life smarter, faster, more efficient and you’ll win my thinking.
- how it makes my life more fun, more entertaining, more meaningful and you’ll win my emotional investment.
- how it seamlessly and easily integrates into my life and you’ll win my participation.
It’s the last one that most products and services leave out. Build a great product that’s meaningful or fun, but make it hard to get to, too expensive to buy into, or just plain something that doesn’t fit into what I already do — I might remark on it, but it’s unlikely that I’ll use my discretionary income to try it out. A chance at converting me into a loyal fan is a far stretch.
If your product makes me feel smart, makes me feel better about myself, and fits easily into my already crowded life, chances are great that I’ll buy if I can. And if your product lives up to those promises, chances are even greater that I’ll be telling all of my friends. That’s free word of mouth from a new evangelist. And when I bring my friends back with me to try out your product the cycle will happen again.
How can you make what you’re offering fit more easily into your customer’s life?
–ME “Liz” Strauss
Work with Liz on your business!!
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