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.