Create Advocates for Your Brand

  • Share
  • Read Later

Often the most important people selling your product are not your sales and marketing teams, but your customers. Here’s how to turn them into company advocates:

  • Let them interact. Connect your customers to their peers — other people like themselves who deal with similar issues. Bring them together through live events, in teleconferences, forums, and other networks so that they can exchange ideas and learn from each other.
  • Market their triumphs. Prospects care about what they can accomplish with your products. Tout your customers’ achievements in any white papers or case studies you publish as much, if not more, than your own.
  • Have them do the talking. When you need someone to speak about your products or services in public forums or with the media, ask your PR person to take a back seat and give your customers the opportunity to speak on your behalf.

Adapted from “How to Create True Customer Advocates,” by Bill Lee.

Visit Harvard Business Review’s Management Tip homepage

Purchase the HBR Management Tips book


Today the political and political institutions of the west have created a global economy without doing anything to redistribute the benefits of growth. The opposite has taken place, as it should not have been difficult to foresee. Why has this happened? Because the politicians are in the pockets of the capitalist in the form of dependency of huge economic support for election campaigns, or simply because they do not understand the quite obvious effects their decisions have on  the economy and business life. In nordic countries a government has now decides to abandon inheritance tax and wealth tax, combined with lower corporate tax and no payment (Full deduction) of value added tax if the products are used for investments like buildings or cars or machinery. Will that lead to a tapering of income and wealth gaps? I would not think so. The international tax race to the bottom leads to even worse income and wealth distribution, and an escalating unemployment. How shall any effort to distribute purchasing power to western workers take place when companies are free to "trade" with China and India and Asia, and so put western workers into direct competition with "machines" that cost almost nothing? The first necessary step needed to be taken should be obvious.