A: Vocal, passionate, unwavering fanatic! aka A Brand Evangelist!
Following up my last article, The Power of Referrals I want to take it to the next level, from a satisfied referring customer to The Brand Evangelist. Here are the top 3 characteristics and 3 ways to develop your own Brand Evangelists:
- Vocal/Outspoken: They are not afraid to share their opinion of vendors/products/services they have encountered. Sometimes they will share more about themselves then you actually care to know. But this is who you are looking for.
- Passionate: You can hear it in their voice even if they don’t specifically do so in words. Passionately willing to recommend. Look to see who is talking about you.
- Team Player/fan: They want to feel connected with something bigger than themselves. You may find they participate in many group functions (LinkedIn groups, Meetup, facebook fans and game participants). A sub-characteristic of the team player is they often see the glass as half full. For this reason they tend to be more forgiving of little imperfections.
Strategies for igniting your own evangelist:
- Start by asking their opinion: Everyone feels their own opinion is worthy of something. And when asked for that opinion, we validate the individual and their opinion. No matter how you slice it, that is perceived as a pat on the back.
- Isolate the emotional connection to your brand: It could be as simple as the color or it may stir up childhood memories. Connect your messaging to the emotional conclusion of using your product rather than the process or even the solution rendered. After a little digging, the potential evangelist will more often than not turn on like an emotional faucet.
- Make it easy for them to shout your praise: Connect and share where they interact. This will simplify the steps required for them to share your greatness as well as bolster their confidence and willingness to boast about you.
As always, quality-in is required if you are going to generate positive evangelism because it works in a very similar fashion in the other direction as well, if your offering is less than advertised.
P.S. Though I am a die-hard fanatical fan of my beloved Philadelphia E-A-G-L-E-S, that is not me in the photo above.