Today The Small Business Blog(TM) is a stop on the Business Blog Book Tour. We are speaking with Ben McConnell, one of the authors of the well known and respected book “Creating Customer Evangelists”. Ben has agreed to answer several questions posed to him about his book. So let’s take this unique opportunity to get started and see what Ben has to say.
In your book, Creating Customer Evangelists, you speak of the six tenets of customer evangelism marketing;
1. Customer Plus-Delta.
2. Napsterize your knowledge.
3. Build the buzz.
4. Create Community.
5. Bite size chunks.
6. Create a cause.
If you were just starting a business which of these tenets would you begin with, or would you try to embed all of them into your business from the very beginning?
1). For new businesses with a product, especially an expensive one, a good place to start is focusing on bite-size chunks as a core strategy with other customer evangelism tenets providing support. Here’s how it might work:
How can people try your product without having to purchase it? (The software industry has this down to a science.) For other business owners, how can you get your product to the network hubs — the influencers within your target audience — to try your product for little or no cost? If they like it, they’ll probably talk about it on their blogs or within their networks. If they don’t like it, it’s important to know that, too, and why.
If your product hasn’t yet launched, involve the network hubs as beta testers; make improvements based on their feedback. When it’s ready to release, they’ll help you spread the word because you have actively involved them in its development.
In the book, we discuss how publisher O’Reilly & Associates followed this strategy in releasing one of the earliest books about the Internet, “The Whole Internet Guide.” O’Reilly sent nearly 1,000 books to influencers and early adopters around the country, including one to every member of Congress. It worked — word of mouth was enormous, and the book became a bestseller. Eventually, that single book moved O’Reilly up several rungs in the publishing world.
– We will be posting other questions to Ben throughout the day so make sure you come back and see what’s going on. If you are interested in Ben’s book then click the following link and receive 30% off of the normal price: Creating Customer Evangelists -ed.