Is your company creating raving fans in record time? No matter your organization’s size, or whether it’s a professional service or product, it can benefit from the stellar example I recently experienced.
I was attending an international association event with a panel of experts on public and private sector partnerships. I spoke to a woman standing behind the table where a panelist’s books were being sold. She was the publisher’s marketing rep. What she didn’t know…. couldn’t know… was that the day before I had decided a literary agent, a brilliant business person and someone I liked—wasn’t the agent for me. I needed an agent or a publisher who shared a passion and commitment to the global community. Right there among one of my “tribes,” I learned about a publisher that might never have been on my radar otherwise.
The very next morning I received an email. And it wasn’t just any email: the marketing rep had communicated my interest to the senior editor, who extended an invitation to talk about whether my book project was a fit for them. Lovely tone. Timely. So far, everything was just right. And then, it went a level beyond. The editor wrote a thoughtful, insightful comment that showed he’d familiarized himself with my business and personal passion for endurance sports. My “yes” to speaking with him was 100%. You can imagine how the conversation went. As for marketing with elegance and integrity, I would have sworn it couldn’t get better. But it did.
When the editor realized I might be a better fit for a different business book publisher, he suggested I contact that publisher; further, he told me to use his name. I had a positive response from the second editor in minutes and things are unfolding beautifully.
In record time, I became a Raving Fan. I am scanning my networks of people and events wondering how I might be of service to the marketing rep and editor to the publisher whose business interests they so beautifully represented. I want to tell people–a lot of people–about the experience; it was so good. Here’s what I observed that can apply to your own marketing:
Ensure your company has staff (it doesn’t have to be the marketing or sales!) showing up where members of your target market or tribe are. If a personal/professional connection with the potential client is important, go to a professional development event—not just the cocktail reception or awards ceremonies.
- Convey vital information (leads or interests) expeditiously to those in your company who will take the next step.
- Follow-up immediately when the conversation (and need) are top of mind for your potential client or customer.
- Extend an invitation to engage that speaks to logic and to heart!
- If you can’t serve the potential client best, direct them to the company that who can.
Take your cues please, from this amazing example. Jim Lance, Jennifer Kern, and Kumarian Press: please hear the enthusiastic, whole-hearted cheers from your newest raving fan!
U.S. Library of Congress ISSN 2164-7240
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