Worthy (/ˈwərT͟Hē/) | adjective
– having or showing the qualities or abilities that merit recognition in a specified way.
– deserving effort, attention, or respect.
– good enough; suitable.
Oxford Languages
In my last article, I revealed the 12th marketing fundamental you need to succeed in 2022: You need to uncover and empower your raving fans and customer evangelists.
(If you haven’t read about the other 11 marketing fundamentals I’ve already revealed, click here to read them.)
Today, I want to talk about where you need to start if you want raving fans or excited customer evangelists: with the product or service you offer.
You might never have thought of it in this way before, but offering a “worthy” product or service IS a marketing strategy.
Think about it.
If your product or service isn’t what I would call “worthy,” then there’s nothing I can tell you that will help you to attract raving fans or customer evangelists.
Why? Because why would a customer become a fan or spread the word about your product or service, if it’s not worth loving or telling others about?
“It’s no longer enough to be good, or better, or even the best. Now the question is…what makes you DIFFERENT?”
Sally Hogshead, New York Times Bestselling author
What makes a product or service “worthy?”
Here are the three questions you need to ask to determine if your product or service is worthy.
- Is your product or service unique and not offered exactly in the same way(s) by other businesses?
This is what is called your USP or “ Unique Selling Proposition.” It’s what makes you and your product different from all of the other companies. (This is the 4th marketing fundamental.)
Your prospects have to know WHY and HOW your business is different than any of the other choices.
- Is the product or service you sell above or beyond what others offer?
If your product or service is exactly the same as what everyone else sells, then why would anyone become a raving fan of your business or company?
Your prospects have to know WHY and HOW what you’re selling is better than any of the other choices. - Does your product or service meet the customer’s needs/wants in an overwhelmingly satisfying or surprising way?
It is NOT just about offering a better price. Unless you’re Walmart, you can’t win by offering the cheapest product or service! Instead, it’s about offering the maximum benefit possible for your customers (i.e. the maximum end result) in a way that is pleasing and makes them feel they “won” by buying from you.
Your prospects have to BELIEVE and KNOW that what you’re selling is satisfying and surprising in the way it meets their needs/wants.
Your Chance to Create Raving Fans and Excited Customer Evangelists
If your product or service meets these three criteria, then you have a chance to create raving fans and excited customer evangelists:
- Your prospects know WHY and HOW your business is different than any of the other choices.
- Your prospects know WHY and HOW what you’re selling is better than any of the other choices.
- Your prospects BELIEVE and KNOW that what you’re selling is satisfying and surprising in the way it meets their needs/wants.
Once you know you’re product or service is worthy, you’re ready to move to the next steps in the process of leveraging the 12th marketing fundamental cultivating, coordinating, and celebrating your fans and customer evangelists.
Stay tuned for my next article.
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