Have you ever wondered why most people make purchasing decisions based on friends’ recommendations and product reviews?
Because friends and reviews are neutral third parties, so when the say: “this brand rocks”, they are sincere about it. They are speaking from the heart without any hidden agendas or personal gain. That’s what makes the whole idea of creating and nurturing brand advocates so appealing to many businesses.
My bold claim today is that YOU, as a brand owner, can become equally credible to your potential customers. In other words, you have the capacity of becoming your own brand advocate. Don’t you love that thought?
My second bold claim is that reaching this worthy goal is super-easy if (and only if) you can…
“Internalize” The Value of Your Brand
As Mike Stelzner beautifully puts it, your brand message should be: How can I help you NOT what can I sell you?.
As more businesses are coming to realize that social media is all about business humanization, I am seeing many people “decorating” their brand message with the “How can I help you?” flavor! The big question here is: Is it just fake icing on the cake or do they really really mean it?
In other words, some businesses are adapting to the rules of a new game and only “pretend” that they are eager to help others in order to fool prospects into buying their products and services. At the end of the day, they are NOT coming from a position of helping!
The problem with these “players” is that sooner or later their phony masks will fall and they can lose customer’s trust and respect in a heartbeat!
If you want to become your own brand advocate, you must be sincere about helping your customers. You must live, smell and breathe your brand’s value until it becomes ingrained in every aspect of your business. This way; people will easily trust your brand message because it is coming from the heart.
If my argument resonated with you but you are still not sure how to apply it, this tip will help you out.
Infuse The Word “Help” Into Your Target Market Definition
In his masterpiece “Awaken The Giant Within”, Anthony Robbins argued that changing your vocabulary can change your life. So, if you choose your target market segment based on the premise of: “Which niche market can I sell HELP the most?”, you will be headed in the right direction.
For example, if you are a Real Estate agent and also a parent, you may realize that your ideal customers are people with new born kids who need to move to bigger houses. Why would you consider them your ideal customers? Because you had the same experience and you know the ropes so you that you can offer them superior service.
You CAN Get The Best of Both Worlds…
If you take a close look at the legendary Stephen Covey, you will realize that he helped millions and made millions in the process. Enriching people’s lives and making a fortune can go hand-in-hand.
Compare Covey to some celebrities who make billions by sheer luck, without contributing something worthwhile to the world. Both of them are rich but vain celebrities are so miserable and some of them fall prey to drugs or end up committing suicide.
The tragedy of these celebrities is that they have no sense of purpose! The whole world is raving about them but they feel so empty inside. Sad but true!
The point I am making here is that helping others is a source of immense pleasure and the rush you feel when you put a smile on some one’s face is priceless. Do yourself a favor and give your brand a “sacred” value. Approach people as a giver, as a selfless helper, as a sincere advisor. You will be that glad you did!
What do you think? I love to know your thoughts in the comments.
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