Our four-part manifesto to turn your customers into passionate brand advocates
One: Radical transparency to build a real human relationship where they are invested in the success of your business
Two: Case studies that make your clients look like superstars
Three: Saying thankyou, just because
Four: Bringing your clients inside the content creation process and presenting them as recognised industry leaders
Pillar one: radical transparency (it’s radical because it’s so uncommon from corporates)
- You’re looking to develop a real human relationship with your clients. You can only do that if you’re honest.
- You have to be transparent about the great, the good (and the ugly).
- If you’re not truthful about the bad, people will never believe the good.
- You need your customers heavily emotionally invested in making your business a home grown, global success story. You can only get emotional investment if you build a real human connection. To build a deeply human connection you have to tell the truth. You’ve got to be transparent about your successes (and your failures).
- Sometimes you will fuck up. Your clients know this. They will forgive you as long as you’re honest.
Pillar two: case studies that make your clients look like superstars
- Nobody ever said “I’m really looking forward to reading this case study about your product” .
- Case studies aren’t about you, or your product. they’re about making the client look like superstars.
- Fundamentally, your case studies are about your clients’ business (not your product). You are building the client’s brand (and you win by association).
Pillar three: saying thankyou, just because
- By showing your customers more appreciation, they’ll show you more in return.
- Say “thanks, just because”. With love from your business.
- Your customers are just a bunch of people who like to feel special as much as everyone else. You do that by just saying thanks. You must do it unprompted and without a catch.
Pillar four: bringing clients inside the content creation process
- Clients will create your most valuable content because it’s viewed as brand impartial.
- Your content must constantly highlight the success of your clients without any benefit to your brand (other than association).
- You want them to share your content and increase your reach, so you need to start by doing the same for them.