This Week’s Launching Point:
The Evangelist Marketing Minute is a weekly thinking launch point that is always short enough to read in about 60 seconds. It covers marketing, branding, positioning, language, and public relations. Your email address is never shared, with anybody, for any reason.
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If it comes from your market, you know it’s automatically relevant and resonant with your market.
How do you gather these insights? By asking your customers, one-on-one, in brief interviews. Focus groups won’t get you what you’re looking for here. Neither will Internet surveys. You want to talk to people, so you can experience their emotions and be able to dig into areas of interest.
Sample question: What do you say about our product or service when you describe it to family and friends? Here’s another: What are the first three words that come to mind when you think about our product or service? (My book details more than 30 of these questions to ask customers.)
The most effective language at your disposal is a few phone calls away. Will you make them?
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This Week’s Evangelist Marketing Teleconference: Join me on Wednesday August 8 at noon eastern time for a powerful teleconference on language. It’s called Language is Everything: How to Create Wildly Effective Messaging. Details here. If you can’t make it live, I distribute a recording within 24 hours of the session. More than 150 people listen weekly. It’s high value.
Bonus Reading: My new book, Evangelist Marketing, is 288 pages detailing this very process. It reached #1 in its category on Amazon.com recently. Here is a book review that just ran in Forbes.
The Evangelist Marketing Institute is a private strategy and marketing consulting and coaching practice with clients that include Logitech, TiVo, and Sprint, as well as a wide range of startups and mid-market firms. Details about my work are here.
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