The Evangelist Marketing Minute is a weekly thinking launch point that is always short enough to read in about 60 seconds. Your email address is never shared, with anybody, for any reason. 

I’m in Las Vegas for CES, and one thing jumps out immediately: the marketing here is not nearly shameless enough. Technical specifications are detailed. Features are described. But powerful, bold language is rarely used.

I noticed this early in my consulting career: consumers communicate more positively about your products and services than you do!  The centerpiece of my approach to creating customer evangelists involves gathering deep, qualitative insights from your customers. If you did this, your marketing would more closely resemble the positive language your customers use when they describe their experience with you.

Do you make cameras? Then you capture the amazing, priceless and sacred memories of people’s lives.

Do you manufacture speakers? Then you bring incredible music to life, and happiness into the hearts of listeners.

That’s how bold you have to be to connect with consumers, stand out from the crowd, and develop a critical mass of evangelists. Your marketing is no place to be modest.

I am a marketing consultant with clients that include TiVo, Logitech, T-Mobile, Sprint, Yelp! and ZAGG. My new book, Evangelist Marketing, has been on the market for less than a week, and is 288 pages on topics like this one.

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