By Patrick McFadden
As I have said before, we don’t need more average products or services. Instead, we need remarkable products and services. Specifically, we need products and services that “are worth making a remark about.” Something worth making a remark about simply means word-of-mouth and word-of-mouse. These products and services have in them the following ten elements:
- Surprise—a word-of-mouth/mouse experience always exceeds our expectations.
- Anticipation—anticipating a word-of-mouth/mouse experience is almost as good as the experience itself. As you think about it, you begin to get present to it.
- Resonance—a word-of-mouth/mouse experience touches the heart. It resonates at a deep level. It sometimes causes goosebumps or even tears.
- Transcendence—a word-of-mouth/mouse experience connects you to something transcendent. Suddenly, you experience purpose, or meaning.
- Clarity—a word-of-mouth/mouse experience creates a moment when you see things with more clarity than ever before. You suddenly “get it” in a new way. (This is my favorite)
- Presence—a word-of-mouth/mouse experience creates timelessness. You aren’t thinking about the past. You’re not even thinking about the future. Instead, you are fully present to what is happening now.
- Universality—a true word-of-mouth/mouse experience is nearly universal. Almost everyone will experience it in a similar way.
- Evangelism—a word-of-mouth/mouse experience has to be shared. You can’t contain it. You immediately begin thinking of all the people you wish were with you.
- Longevity—the shine never wears off a word-of-mouth/mouse experience. You can experience it again and again without growing tired of it.
- Privilege—a word-of-mouth/mouse experience makes you proud in a good way. You feel good about being associated with it. You feel privileged, as if you are in an elite group.
These ten elements are included in your effort to make good on what you promise (your brand) and what you deliver.
I recently visited a restaurant that had this promise, “The Coldest Draught Beer In Town!”. Now there are a few elements that’s taking place here. First, is the anticipation of downing not just a cold beer, but the coldest draught beer in town. Secondly, if they deliver on their promise you’re going to tell your friends about the coldest draught beer in town and that is the element of evangelism.
Question: What’s your promise and what elements do you have in your product or service?
About Patrick: Patrick McFadden is a Cause & Effective Associate. He is the marketing expert to call when you want social impact … not just words. He is also an advisor and featured marketing contributor to American Express Open Forum and has been named a marketing thought leader for small organisations. He is available to help make your Cause remarkable.