Your fans will spread far more word of mouth if you make them look great.
1> Make them look important
2> Make them look smart
3> Make them look connected
4> Make their status visible
1> Make them look important
Create a VIP program with membership cards, a private web site, and special privileges. Offer something extra, like free shipping, valet parking, a secret URL, a private phone number, or free upgrades. Be sure they can share the benefits with their friends, so they can show off their importance (and spread word of mouth about you).
2> Make them look smart
Give them access to technical details, product roadmaps, and background stories. The smarter they feel, the more they want to talk about you. Every day details that you staff thinks are boring can be the most interesting gossip to a true fan. Talk about what you do: How do you make it? Where do you source it? What’s the best way to use it? Give them tons to talk about when their friends ask about you.
3> Make them look connected
Give your fans exclusives that make them look like insiders. Try secret discount codes, off-menu items, extra services, or private shopping hours. Be sure that they are the first to get early notice of big news, new products, and other announcements. Make sure they know your name. Watch them bring their friends to you to show off their connections.
4> Make their status visible
Give them tools to show off their status. Hand out membership cards, certificates, luggage tags, or anything they can show off. Put their name on a wall plaque, hang their photos, give them a place to store wine or cigars, and put their name on a sign when they visit.
