Everyday as a service/product provider, you have decisions to make. One of those decisions, a choice, is easier than the rest. Do you spend money on awareness or do you spend money connecting with customers/making a better product.
A newspaper advertiser wants me to spend $250 on an ad for my retail store. I could get large exposure, start a story with my logo and gripping copyright and the masses who can’t help but flock to me then put down the paper and the story ends.
But hey, I got exposure, I got the word out, I got…AWARENESS. And it was only $250. Not much…..until I realize that it equates to potentially 500 products I could sample out to customers. 500 face to face conversations. 500 times I can begin the story so that even if they don’t enjoy my samples I can find out if they would like something else, or maybe their father would….either way the story has only just begun.
What’s even more compelling. I don’t need 500 customers to significantly impact my sales. I just need 10 or so. Well really, I just need 1. Treat that 1 right, and it soon becomes 500.
Seth Godin recently commented, “You can market by telling or you can market by showing. There’s no doubt that interactive marketing, marketing where you actually deliver something of value, is far far more powerful than telling. Telling is just bragging. Telling is ignored. Showing, on the other hand, is about me. Me, me, me! It’s about providing an interactive experience that touches me. “
Once again – your customers want to spread the word – so make it easy on them.