Can you imagine a business where you have loyal customers who you don’t have to persuade with any marketing technique?
Loyal employees who won’t work in your company for money, but for their intrinsic motivation?
And can you imagine that you don’t have to invest a lot of money in marketing to reach this state?
Today, I am going to tell you how great leaders inspire people to take an action and build brand loyalty.
Firstly, I must tell you that it is impossible to inspire all people and most of them you won’t persuade. Why? Because many people believe in something different than you.
As well as you won’t inspire/persuade a person who loves pop music to start listening to metal music, you also won’t inspire a person who has a completely different opinion.
With those people, you don’t want to do business and actually you won’t reach a repeated business with them. Instead, you should focus on the small market and try to inspire people to the loyalty. Yes, some companies like Apple and Google have managed to inspire masses of people and create loyalty with them, but they are just exceptions.First, modern technologies and the Internet is
First, modern technologies and the Internet are very lucrative industries in the past decades and probably it will be in the future too.
Second, all of their customers aren’t loyal, so it may seem that they’ve been able to create a loyalty with the masses of people. But it’s not so, the reason is that the other customers(mainly first customers), who believe them, shared their work, message, and also their WHY with other acquaintances, it is called: Diffusion of Innovations(but I will write about it another time).
So let’s dive into the difference between manipulation and inspiration in the business industry. I don’t like starting with negative things, but in this case I am making an exception.
No, I don’t mean abusing employees or treating nasty others. I mean indirect manipulations, called also carrot and stick we aren’t often aware of it. Mostly these marketing techniques will never build brand loyalty with people:
Prices – although I have the same opinion about this like other business gurus. But with a lower price you won’t create a loyalty and there will be always someone who reduce the costs and will set the price lower than you.
And what will happen? You’ll fight with them with setting lower prices than the competition again and again until both of your businesses will fail.
And if you raise prices, customers will stop buy anything from you because their only reason was the lowest price. Solution?
At the beginning of your business, set the prices to make your product looked like premium. Aim to the high-end category and in the future don’t be afraid of raising prices. If it isn’t very drastic increase, it will just help you.
If you have already declared a price war, it will be very hard to raise prices without a reason and you will probably lose many customers, but you will be on the great path to build a loyalty.
If you can persuade people to buy your product instead of competitive product, even when you offer less for bigger money, you can congratulate yourself, you’ve built brand loyalty with them.
Threats or fears – there are techniques which evoke fear, simply: “if you don’t have this, you will/won’t…“
It is very common manipulation, indirectly you evoke fear in people’s minds. “If you don’t buy this product, you won’t be cool, find any friend, good job, dinosaur will eat you or I don’t know what else.”Try to stop cause fear in people because if you don’t have any guns to fear people, they won’t do business with you again, in short, they will recognize it and you will lose them.
Try to stop causing fear in people because if you don’t have any guns to fear people, they won’t do business with you again. In short, they will recognize it and you will lose them.
Desires – these manipulations are trying to convince you in the way that they are offering you a product after which you deeply desire. Example? 4 simple steps to get an audience on the blog or lose 60 pounds in 6 days…
Influence of majority – can you imagine that you would reject an offer from the best footballers who are using a new Samsung phone?Or you wouldn’t believe the doctor who is saying that this product will help you lose weight fast? This is not about the greatness of product but you don’t have enough information(in this case, enough information about quality of Samsung products or
Or wouldn’t you believe the doctor who is saying that this product will help you lose weight fast? This is not about the greatness of the product.
But you don’t have enough information(in these cases, enough information about quality of Samsung products or how to effectively and safely lose weight) to make a decision whether it’s worth to buy the product or not.therefore you can be easily influenced and you say yourself: “Oh my Gosh, this celebrity lost weight with these pills, then I must have it too and it will surely help me when it helped him/her too.“
Therefore, you can be easily influenced and say to yourself: “Oh my Gosh, this celebrity lost weight with these pills, then I must have it too and it will surely help me when it helped them too.“
That’s enough about manipulations, but to not just criticize them, manipulations can help you if you combine them properly with an inspiration. At the end of the article I am going to tell you an example, now we are going to look at inspiration.
Every organization has their own bosses or authorities we have to follow because we have to.
But very few companies have also inspirational leaders who are able to sacrifice themselves for the welfare of others, lead them the right way, help them and expect nothing in exchange. These are one of the few characteristics which great leaders have. But how can we gain them and how can we inspire people around us?
Today, I am going to introduce you one of the most powerful models I have ever seen, created by Simon Sinek who has found out the way how all great leaders communicate to us.
Familiarize yourself with The Golden Circle!
To the Golden Circle, I want to pay one whole post, so in short I am going to describe it.
Every organization, company know WHAT they do. Everyone. If not, they wouldn’t have any stuff to sell and they wouldn’t exist.
Some of them know HOW they do what they do. It includes competitive advantages, unique features, design and so on.
But very few of them know WHY they do what they do and by this I don’t mean money, they are just external reward which rather demotivate us than motivate us in the long term.
No, I mean your higher cause why you staredt a company or join to other. I mean the purpose that fulfills your life and makes you feel happy.
Every great leader started with a higher cause to change the market, challenge status quo or fill a gap in the market. That’s the difference between the greatest innovators who changed the whole market and creative people(they are also important!) who just added a new feature to their product and represent it as an innovation.
If you want to inspire people to take an action and build brand loyalty, you must tell them what you believe, what is your passion, emotionally connect with them.
Simply be a human and don’t keep your beliefs for yourself, your message deserves to be known by as many as possible people.
You need to have people, who believe what you believe, around you and this can be done only if you articulate your WHY clearly.
Many skills can be learned in very short period time. So, don’t choose employees because of their CVs or their skills.
Choose people according to their beliefs and whether they’ll believe you. Trust is the most important in the relationship employer-employee. Both of them need to know that one of them is able to sacrifice themselves for them and vice versa. Even when one of them is going through tough times.
That’s why I always choose a person who believe in what I believe. I would build a trust with them rather than choose a super, ultra skilled expert who will work for the money and not for his intrinsic motivation.
That’s all to this post and I hope that now it is clear to you how great leaders, in the companies like Apple and Google, build their own brand loyalty.
But in the end, I am going to show you a promised example of how to combine inspiration with manipulation.
Let’s say you are selling your product worldwide. Everyone know that in each country is a different salary, so you can use a price manipulation.
I mean set much lower price in the developing countries than in the developed states. So physical product for 700$(in the high-end category, it depends on the industry) you can offer for 300-400$ in developing states.
In the case of non-psychical products, you can go even lower. But that’s not enough, you must also explain why you set the lower price.
And it’s up to you what you say whether you’ll tell your own story when you were also poor and you didn’t have money to buy product(because of higher price) you wished and desired.
Or you can say you want to make your message reach the whole world and influence as many as possible people. You’re aware of that many people can’t afford it for the full price which is selling in the USA.
Primarily remember, when you are using manipulations, explain why you are using them, why you set the lower price and so on.
Then, you can expect that many people will support and follow you.
If there isn’t clear anything about inspiration and manipulation or how to build brand loyalty with customers, feel free to ask me about the topic in the discussion.
Or you can contact me through the social media or email. Helping people and expect nothing in exchange is the way how to reach the fulfilled life.
Focus on the inspiration!
Focus on The Inspired Life!