Critically Important Questions for Every Marketer
The examples above can be distilled into three questions that every marketer should ask when promoting a product or service:
- What can I be doing as a marketer to leverage my product or service to make the customer’s joy last a little longer?
- How can I turn happy customers into evangelists for my product or service, so they will feel compelled to spread the word and bring in new business?
- How can I capture the moment of authentic joy experienced by my customers and harness it to invoke a feeling of anticipation in my prospects?
Find the answers to these questions by identifying the common attributes in the “joy” experience:
Surprise—a joyful experience always exceeds our expectations. It creates delight, amazement, wonder or awe.
Anticipation—anticipating joy is almost as good as the experience itself. Think of the feeling people get when the movie theater lights dim. That same feeling can be captured and applied to any marketing effort — including business solutions.
Resonance—a joyful experience touches the emotions and resonates at a deep level. It causes goosebumps, tears or laughter.
Clarity—an experience filled with joy allows people to see things in a new light or find solutions that ease the complexities of life.
“Aim for absolute delight,” says Robin Daniels of Salesforce.com. “By delighting your customers you can turn them into effective sales people who persuade friends, family and colleagues to use your products and services.”
So, go for it. Find your brand’s joy factor, and share it with the world.