100 Loves Or 1,000 Likes

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I was sitting in the office chatting with Jason Bangerter last week
and something he said is still ringing loud and clear in my mind.
In case you don’t know Jason, he’s a gifted futuristic thinker
and the co-founder of Struck Creative as well as Rentler.
Right after announcing, Rentler had passed the milestone of
half a million users, Jason remarked:

“…but here’s the deal… I’d rather have 100 people love Rentler than 1,000 people who like it. Only those who love your product have the  power to evangelize for you.”

That comment about “100 loves versus 1,000 likes” is what stuck…
If we don’t have something that the market loves,
we can’t build Monster Loyalty.

And there are at least three sure-fire ways to ensure that you deserve
and receive customer love and thus the power of Customer Evangelism:

1 – Offer a remarkable service or product that solves a client problem
2 – Offer a remarkable service or product that fills a client need
3 – Offer a remarkable service or product that fulfills a client’s wants and/or dreams.

Making good on any of the above is easier said than done…
So, let me share a story of  someone in my immediate circle who
has illustrated these sorts of remarkable service or product.

7718642_origLet’s start with Susan McLaughlin of Align, Integration and Movement. Susan performs a remarkable service for people who want to solve the problem of breaking free – and remaining free – from physical pain.

Susan’s career began as a personal quest to find freedom from pain. Injured in a car accident in her early twenties, she has persistently written her own passport to health and freedom.

Within her journey, Susan has been learning and practicing, taking classes, then taking more classes, and applying each piece of knowledge as she went.

She even earned two degrees – and today she blends a unique set of skills to her intuitive, professional prowess.

Here, you can find Susan’s philosophy (which is also a beautiful essay about her “Why”).

… And take a look at the stockpile of client testimonials that prove her remarkable status, here.

The Power of Shared Symbols

Once upon a time I held the noble and endearing job of being a sixth-grade teacher. 

One of my students, we’ll call him Brady, definitely qualified as a 1% for Nike. Every backpack, hat and every visible piece of clothing he wore, bore the Nike Swoosh.

At one point I asked him what the symbol stood for and he was unable to say. However, this question led Brady through a relentless, self-imposed, research project to learn more about the emblem. We even persuaded the school to pay for the charges so he could interview someone in the marketing department up in Beaverton, OR.

In her book Monster Loyalty, Jackie Huba talks about this sort of drive and the connective power individuals sense when they embrace a brand’s symbol. For Brady, his embossed daily wardrobe and school gear helped him feel part of all things Nike.

Shared symbols are everywhere. This week I looked around my home and work and found a fistful of examples.

Here you can see Susan Yule, CEO of ConsultNet, sporting the company’s newest t-shirts.

photo (6)At SoulSalt Academy, coaches in training learn how to ask powerful coaching questions. This emblem supports one of the main points in a specific module.

don't ask why

Racer’s in X-terra events find temp tattoos in their SWAG at sign-in.  The intention is to foster unity among the athletes on the course during races.

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And speaking of tattos, Jackie Huba committed her left ankle to the Pittsburg Steelers logo.

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Now before you decide on the symbol your tribe will share, do your research. Experiment with logos, emblems, icons, and even mascots. Find out what attracts and unifies your client base.

You may even start to notice the symbols your 1%’s are sending you. The following is a collection of items that we have been given. We can’t say yet what role they will play in becoming a future SoulSalt Inc. shared symbol. However, those of you who know me can see these drawings are on to something. Even if all they do is capture and mirror back to us aspects that are near and dear to my heart such as: my collection of eyewear, my favorite belt buckle and of course, my love for wearing a tie now and then.

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