Reap and ye shall sow
Imagine your company is god and the world is a congregation made up equally of disciples, agnostics and atheists.
As far as the disciples are concerned you can do no wrong. They worship the ground you walk on and your brand is their religion.
The agnostics can take you or leave you. They may have bought your products in the past, but they are yet to be convinced, and are just as likely to buy stuff from your competitors.
As for the atheists; they simply don't believe in you or your brand. In their minds you don't exist.
But you are trying to spread the word and grow your flock so where should your efforts be concentrated? Who should you spend the most time trying to convince?
Most people will answer that the marketing effort should be targeted at the agnostics and the atheists. In my opinion they are totally misguided. If I were god I would spend every penny on my disciples.
Various research undertaken shows that word of mouth recommendation is by far the most trusted form of marketing. If a person whom you trust, tells you something, you believe it to be so.
A company's disciples are its most valuable asset. Do everything you can to repay their faith. And not because you want to keep them happy so they will continue to buy from you but because they are the best chance you have of converting the agnostics and, god forbid, the atheists.
Disciples who love your brand, who are treated well and who feel valued, will spread the word for you. And in today's connected age not only will they tell their friends, their families and their colleagues in person but via email, SMS, instant messaging and in blogs and online communities such as discussion boards, email discussion lists and newsgroups.
Each disciple can potentially talk to millions. And who can resist the recommendation of a disciple?
Good point.
Written by Simon on April 25, 2006 10:48 AM