The best business-customer relationships evolve around trust. Welcome to the world of evangelist marketing.

Invented by marketing guru Guy Kawasaki, the term evangelist marketing describes the process where your customers become your greatest advocates (evangelists) for your product or service.

1. Deliver a great cause

When it comes to marketing, many of us get stuck on selling a product as a collection of parts that, together, have some kind of utility.

However, when you sell a cause, you’re selling a lifestyle, a catalyst for change that goes beyond monetary value.

2. Under-promise, overdeliver

Imagine you order a curry at your favourite restaurant and they tell you the order will take up to an hour, but it arrives in 15 minutes.

Customers don’t forget a service that delivers more than expected.

‘Set a goal that you’re 100% sure of hitting 80% of the time,’ Kawasaki says.

3. Make your service spreadable

Send customers thank you emails asking for feedback on independent review sites, or invite them to leave a comment on social media.

For the extra mile, maybe get the CEO or a senior manager to give them a quick call asking for some feedback on your next planned service or product.

4. Be personal, honest – and human

Ever been stuck on the other side of the telephone line listening to a recorded voice asking you to press a series of buttons from 0-9, only for you to wait on hold for another 20 minutes to talk to a human being? We’ve all been there.

People connect with real people.

Make sure to talk as you would with a close friend to add that cherry on the cake – people like feeling special.

To make your business efficient, think about where you can automate and where you need to bring in the human touch. Maybe send out an automated newsletter, but make sure to get in touch with brand new customers personally, and reach out every now and again to your faithful evangelists.

5. Deliver bad news quickly, fix it quickly

Don’t wait until the last minute to cancel an appointment or event. You’ll be surprised how forgiving loyal customers can be if they are given enough notice to reorganise their plans.

Make sure bad news is delivered by a human and then fix it by going above and beyond.

6. Add a spark of joy

Above and beyond isn’t just for when things are going wrong – make it a regular activity.

Give personal touches when people least expect – this will let them know that they are special to your business.

Always remember, you can’t ‘evangelise crap,’ as Kawasaki puts it. Give your customers great stuff, and they will tell the world about it.

Last but not least – great copywriting is key for customers to see your product developments, and also for evangelist customers waiting to know your brand.

I read your words, but why should I trust them?

That’s what every customer is desperate for you to answer.

We often have marketing clients who are so focused on selling that they forget to work on building trust in their marketing copy.

It’s never enough to say that you’re great (although we’re sure you are if you’re reading this). You need to bring in a trusted source to do it for you.

It doesn’t need to be a celeb or influencer. Your existing customer and their up-to-date review will do.

That’s why it’s so important to always ask for reviews, receive permission to use them, and keep a bank of them close by.

It’s also why collaborations with similarly aligned brands are so good.

Our current favourite purpose-led collaboration is Tony’s Chocolanoey and Ben & Jerry’s.

Identify someone in your organisation who can track your online brand reputation and respond to comments. If you don’t, it’s going to bite you in the proverbial.

Sell trust and truth first, products later. Do you agree?

We are here to help you with your evangelist marketing strategy – just holler!