The only way to create a Raving Fan is to create a strong, positive emotional connection to your brand and your business. It is when someone is passionate about your business or brand that they talk about you in their everyday conversations.
This is we define word of mouth marketing as the natural, organic conversation that people have between themselves where your brand has allowed them to express themselves in a positive way.
Creating this emotional connection and loyalty is about passion where:
- You create an exciting expectation
- You deliver on that exciting expectation – consistently
- This exciting expectation helps your customer positively express who they are
This passion defines our approach.
What Turns Fans into Detractors
Passion is a double edged sword where your greatest challenge is consistency. You have to consistently create and deliver on the expectation. This makes it a team and just one slip up detracts from the positive emotional piggy bank that you have worked so hard to create.
While customers are willing to forgive the odd slip, if you consistently slip up your raving fans will turn into your greatest detractors – and your competitions greatest advantage. Ironically this is what most organisations are busy doing right now and is a huge opportunity for you.
The Raving Fan Model
To help your customers express their passions in a way that is sustainable we have broken this process down to four steps:
- Define a clear customer profile
- Be consistent in what you say
- Be consistent in what you do
- Enable your customers to connect with each other
Or in more business type speak our model is an inverted pyramid that rests on who you are talking to and then how you engage them:
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