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True or False: As a brand, you have to spend money to make money?
That’s true – but not in the way you might think.
Now, before you break out the pitchforks in protest, we’re not saying pricy TV spots,
websites and sponsorships don’t have their place.
But the truth is there’s one form of advertising that boasts bigger pull than all the others:
brand advocates.
You know the type. The kind of customer who goes out of their way to stand up for your
brand.
They’re enduringly loyal. They recommend you and believe in you.
They’re a rare breed with a big voice and seemingly unlimited power of persuasion.
Sure, it may sound like small town gossip, but advocates are big business.
In fact, 92% of global consumers trust the word of friends and family over any other
form of advertising.
Advocates are twice as likely to recommend a brand than is a typical customer.
And positive word of mouth outpaces negative by a 6 to 1 ratio.
So, what’s the secret to advocate etiquette? We’re glad you asked. Consistency.
Consistently deliver superior products.
“We have to deliver a product that not only meets customer needs it provides some additional
insightful element that surprises or delights.”
Consistently deliver stellar customer service.
“We live in a day and age where real time response to needs has become the norm. So
the bar has been set. For those whose don’t meet it and don’t set their standards as
high, it will be noticed by consumers.”
And consistently deliver excellent experience.
“It only takes one bad experience to generate negative word of mouth. And in today’s world,
with the power of the Internet and also the power of customer reviews that one bad experience
can lead to lots of lost customers.
Once you’ve built a brand worthy of their affection, an army of advocates won’t be
far behind.
To learn more about fostering your own faithful advocates, download our free toolkit at WOMMA.org/advocacy