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You’re Speaking My Language
People want to be heard and understood.
You’d think this was a major breakthrough if you look at how some products are marketed.
Comedians and bloggers have a field day mocking tone-deaf advertising.
So how do build a great brand that reaches people? By listening.
Know your customers and how they think.
Address their concerns and engage them. Involve them. Identify with them. Welcome feedback and participation.
Then when you unveil your product, you’ll not only have customers, but supporters. There’s a difference.
Supporters will stand behind you and what you stand for. They’re fans of you and what you do.
Customers, even enthusiastic ones, have their primary relationship with your product. If someone else makes a better, cheaper or more convenient widget, they’re gone.
So you know you need supporters. Once you’ve acquired them, keep them and nurture them. Keep them in the loop. Keep them contributing.
It’s easier than ever to bring your fans to the table. Musicians ask fans to pick songs for their upcoming albums. Fans Tweet their reactions to movie sneak peeks. Companies encourage fans to create YouTube videos parodying or responding to an ad campaign. There’s no end to the possibilities.
From there, you can market to a responsive and dedicated fan base interested in what you have to offer.
Some brands and companies are so good at this and have built up such good will that they can sell out products on their launch date. Think of superstar musicians. Video game developers. Hit movie franchises.
Good will can even carry mediocre products – or weather slip-ups or recalls – if the company or concept is strong enough.
How many bands release a smash album but then still enjoy high sales for their mediocre followup? How many people stick with frustrating software or programs because they like the rest of the product so much? That’s the power of good will.
How do you build it? Listen to the people.
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