Brand evangelists can sell your brand better than you ever could.
All you need are the words – the brand stories, manifestos and blogs – that will fire them up and get them out there on the street corners.
But you need to act fast before your competitors’ brand evangelists steal your thunder.
Here are 3 ways I can help you do that:
Dazzle like Star Wars – but touch Stone Age emotions
Star Wars is the ultimate retelling of the oldest good versus evil story of all time. That is the secret of its success, success based on a storytelling secret George Lucas took from Joseph Campbell’s, ‘The Hero with a Thousand Faces’.
And at its best, great copy uses scientifically proven techniques to tell brand stories that engage us emotionally. Emotions unchanged since we left Africa 60,000 years ago.
As another master storyteller – this time of Nature – E.O. Wilson, puts it:
“We have created a Star Wars civilization with Stone Age emotions.”
To get your users to love your brand with the same devotion, you need to ensure your brand story uses master-storytelling to tell an emotional story.
Give your brand evangelists something to shout about
Write an ebook or manifesto. Tell the world who you are and what you really stand for.
It will help unconverted users know when they have found a brand they can shout about and stand beside. If they can trust sharing your brand with their followers.
I learnt this from Seth Godin a long time ago in a Galaxy far, far… actually in his 2008 post ‘When you stand for something‘. It’s more important now than ever.
Give your brand evangelists a super power
If you haven’t already, STOP writing your blog in a vacuum. From now on, only write a blog post that is practical, addresses your customers’ problems, and aims to convert users into brand evangelists.
Not sure what to say? Find customers positive about you but not positively drooling.
What bit of information, exclusive piece of news, or insider gossip would power them up and get them blogging positively about you?
Find out what it is – then give them what they want. Regularly. And in spades.
This might sound like using people to do your work for you. It isn’t.
Brand’s are stories. Some brand evangelists buy into the story and are locked in whether it all ends happily ever after or not. So tell a great story – and keep telling it.
And some brand evangelists are in it for the kudos of being first-to-know. For the cash that rolls in when their blog or website converts a million fans to your shared cause.
If I’ve converted you into a copywriting evangelists, get in touch.