Can your customers recite your brand messages?
Yesterday I overheard some friends having a conversation about shoe shopping, and Zappos came up. All but one were familiar with the online shoe store, and those who were familiar are avid fans.
The Zappos Zealots, as I’m calling them, made specific points about the advantage of buying shoes from the online shoe store. She spoke of the wide selection, good pricing, free return shipping, and regularly having her standard shipping upgraded to overnight.
She did such a great job selling the brand, you would have thought she worked for Zappos herself.
This got me thinking – how well can your customers speak to your brand benefits?
To help get them there ask yourself the following:
- What makes your company better?
- This is probably the toughest question to answer. Unless you offer truly unique benefits, you are better off asking how you do it better than your competitors.
- Are your benefits ones that matter most to the customer?
- Or do you have benefits that you can make matter to your customer? Perdue did this by promoting the yellow hue of their chicken means it’s a better tasting chicken.
- Are your benefits communicated in a clear, concise manner?
- They need to be simple and straightforward, so your Zealots can speak on your behalf
- Are your benefits communicated consistently in all customer contacts?
- Are your benefits communicated through your actions?
- Zappos wants to be known for its service and thus upgrades shipping for customers.
No matter what business you are in, you have the opportunity to create evangelists for your business. You just need to give them the right message and experience and they’ll take care of the rest as they share with others.
About admin:
Leave a Reply
RSS Feed
Latest Work
Recent Comments