Some overall key principles to keep in mind in regard to endorsement marketing.
- ENGINE. Start with bringing a remarkably great product to market. Don’t bother with good. Product is the engine.
- FUEL. Take advantage of your zealots and turn them into megaphones (while truly understanding their motivation in doing so). Endorsements are the fuel.
- IGNITION. Figure out authentic ways to ignite your fuel.
- PERFORMANCE. Keep yourself honest and diligently track your Net Promoter Score.
God, it all sounds so obvious and straight-forward. If only it were so easy.
Good luck, and let me know your thoughts, feedback, reactions, and ideas for igniting endorsers with comments on those pages.
And forward these pages to a friend! I’d appreciate the endorsement.
GOOD LUCK!
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Brad, we should have met for coffee more often. Great stuff!
You have this very well thought out. The big issue I have with Endorsement Marketing, is how to filter out the garbage. I think there are very significant opportunities in filtering out the “placed endorsements” as well as the endorsements from people you do not care about. Keep this up. This is a trend in 21st century marketing.