3-Minute WOM Lesson: 3 people you should be earning love from

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Love is the most powerful force in marketing. It’s what drives loyalty, excitement, and — ultimately — conversations. You have to work to earn it every day. Three people to focus on:

1> Employees
2> Customers
3> Competitors

1> Employees

You can’t have genuine, sustainable word of mouth if your employees don’t buy into it. If you haven’t earned their trust and respect, how can you expect them to earn it from customers? Earn their love by empowering them, by soliciting (and listening to) their feedback, and by celebrating big when they do amazing things for your customers.

2> Customers

Obvious, perhaps, but few brands strive for this deep of a relationship with their customers. The best word of mouth marketers — the ones we all respect and admire — they’re aiming for love. Most of your competitors are striving for “satisfied” — you can aim bigger than that.

3> Competitors

You can’t solve every problem for every prospect — and neither can your competitors. Focus on those you can do fantastic work for and send the rest to someone you believe in. Both the customer and your peers will love you for it, and you’ll see the benefits when the referrals start coming your way.

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