Marketing is a funnel. You put undifferentiated prospects into the top. Some of them hop out, unimpressed with what you have to offer. Others learn about you and your organization, hear from their peers, compare offerings, and eventually come out the bottom, as customers.In his succinct little ebook, Flipping the Funnel, Seth Godin suggests turning your customers into salespeople for you by encouraging them to communicate with you and with others. Let your customer show passion for your products!
In his blog, Seth suggests seven questions about making your product, service, or message viral:
- How many bloggers do you have honest conversations with? (not press releases or email blasts).
- How many bloggers get your new stuff for free?
- When you send out news, is it really news? Or just fluff because you had nothing new to say?
- Are you making it easy for your happiest customers to have a blog or a podcast or a lens?
- Does your product or service work better for a user if other people start using it? (fax machines, for example, don't work so well if you're the only one who has one!)
- Do you ever intentionally launch products or services that are adored by part of your audience--and not liked one bit by the rest?
- Is there a way you can separate the idea from the thing that people actually pay for? Free ideas spread farther and faster...
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