How to get people to promote you instead of pushing them to recommend you?
When we look at big famous brands, we wish we get the same number of fans who promote our product. What we do is push our customers to promote us. It doesn’t look logical and good to move against their wish.
What if you can make people proudly promote your brand without you pushing them? There are some ways you make it happen. In this podcast, we will discuss why people feel proud to promote some brands and how you can get people to promote your brand without making them feel pushed.
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If you think of the popularity and following of any religion, you will also dream to have such a huge following for your brand.
All religions or cult religious leaders have a large number of people who believe in them. They do whatever to save and to popularise the religion. The books on religion are the highest-selling books in the world. The books of religion such as the Bible, Bhagwad Gita, and Quran are playing a huge role in spreading the word of religion.
Can you guess how many copies of bibles are given away every year?
It’s 100 million. Bible is perhaps the highest number of books purchased in the whole year. Surprisingly, most buyers of bibles are not buying for themselves. They are bought for gifting others. The group of fans of Christianity is spreading the word about Christianity. There is a huge army of fans in every single religion who is wholeheartedly spreading the word of their religion.
How can you get people to promote you so that you don’t have to do the work to be famous?
Like attracts like. Those who have similar interests, values and purposes walk together. Big corporations spend millions to hire celebrities and famous personalities to promote their product. But we don’t have a budget of millions so how is it possible to get recognised and accepted? When you give something to people to promote, they will promote it. But you can not just give away any random things and expect them to like to promote them. To make them happily recommend your product, you need to understand the psychology of your target customers. For example, the owner of a Toyota would value the money they spend and on the hand, the owner of a Ferrari wants to show people how he values excellence and the best.
People buy because they want to tell themselves and others what they value and what showcases their identity.
They want to tell people whom they are showing the product they use. Now, you have to give something that makes them show others who they are. So, what should you give and how can you get others to use things they feel great to show to others? We are going to discuss 3 ways or 3 things that you can use to get people’s support to promote you.
Does the famous sporting goods brand ‘Nike’ push their customers to buy and promote? No, they don’t.
Yes, Nike spends a lot of money on hiring famous sportspersons but you have probably noticed that it’s the people who buy Nike’s products and show people that they use Nike’s products. The tagline of Nike is ‘Just Do It’ is something which motivates people to buy and promote. What makes people buy some of the most expensive goods and happily promote them?
It’s the ideology or philosophy of Nike.
Nike’s philosophy is, Sports are a noble part of the human experience. Nike is a part of that experience. Nike encourages sportspersons and athletes to compete and take action. Nike’s mission is to bring inspiration and innovation to every athlete and help them to expand their human potential by doing everything possible. You should come up with a philosophy that unites your consumers. Find and show people what you do and why you do what you do.
How do you create the ideology that people love to promote?
Well, you have to boldly tell people what you ‘believe’ in and what you strictly ‘don’t believe’ in. Then you have to make people promote your ideology, belief or philosophy. and also make it easy and fun for them to promote. Give them the book they want to happily share like religious books. Give them the T-shirts they can proudly wear and share the message.
For example, there is a cycling company that gives 12 prepaid postcards to their members to give to their friends.
The members need to fill in their names and drop the postcards in the mail to join biking in the city. You can see the similar practice done by many spiritual gurus, yoga teachers etc. Harley Davidson’s philosophy is uniting all Harley bikers together all over the world. So, find something that reflects your philosophy that people love to accept and spread. That takes us to the next part.
How can you turn your customers into a hero?
You don’t have to do anything but allow them to show themselves as a hero. In return, you or your brand will come out as a hero. A few years ago, one of my clients who was a gym owner did something similar. Just like any other gym owner, he wanted to have a huge following. We did a small trick. He used to arrange an open day where his existing members can bring one of their family members or friends and show how those members are doing and had transformed themselves. Those members were proudly showing off how they become awesome. Those members were directly or indirectly promoting the gym. As a result, the gym owner attracted more members and not just ordinary members, eventually, those members became the gym’s raving fans and invited more people to join.
Many dance classes do the same.
They book an auditorium and ask their students to invite their family and friends to attend and show their dance moves. People love to show off their transformation and how they are performing above average. What you can do for your customers is they can show them to others as a hero.
Let them look good and awesome.
Give them the spotlight and platform where they can be seen as a better version and in return, others would want to have their better version. They would want to know what transformed the person and they will buy your product or service to be the better of themselves. Make them a hero and people will look for what and who turned them from ordinary to awesome heroes. Let’s talk about the last part. Let’s dive in.
Social media has given the power and platforms to people to share their experiences, achievement and success with others.
You open a social media and you will find people showing receiving the key to their new car. The car showroom team takes their photo with a decorated brand-new car. When people buy their house, the real estate broker takes their picture and lets their customers share the good news. In restaurants, there is an area where people gather and take photographs and share with their friends.
What is the pattern here?
There are scuba diving institutes that charge people to take photos underwater. But the smarter ones give these photos away for free. Because it’s these photos that will get them a lot more new clients! The same goes for skydiving. Many hotels are giving away free nicely framed photographs to their guests. People would love to hang those photos in their houses.
So, what can you do?
Make it easy for people to showcase what they’ve done or are doing. They will promote you. It’s similar to what we discussed in the second part of this podcast. Allow people where they feel proud of being associated with you. Give them the opportunity where they show people what and how they are doing. Such as scuba diving, and sky diving. This takes us to the end. Let’s quickly summarise what we have covered in this podcast.
People will be likely to promote your product if they like your philosophy and they want to follow the same philosophy.
You have to boldly tell people what you ‘believe’ in and what you strictly ‘don’t believe’ in. Then you have to make people promote your ideology, belief or philosophy. and also make it easy and fun for them to promote. People will promote you not because they like you. But because it makes their identity shine by being associated with you. Focus on their identity and help them feel proud.
Then, think about what you can do for your customers that they can show to others as a hero.
Let them look good and awesome. Give them the spotlight and platform where they can be seen as a better version and in return, others would want to have their better version. Make them a hero and people will look for what and who turned them from ordinary to awesome heroes. And lastly, Make it easy for people to showcase what they’ve done or are doing. Allow people where they feel proud of being associated with you.
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