I had the pleasure of working with Jay Baer of Convince & Convert on a few projects in the past and love following his blog. Today he highlighted some inspiring excerpts from Seth Godin‘s recent book, We Are All Weird, concerning the ways a company approaches social media.
Jay sources a quote from page 34 of Godin’s book, commenting on how to turn customers into volunteer marketers for your brand by deepening interests.
“If you want to sell $900 handmade rifles to obsessive collectors, the easiest way to grow your sales is to grow the market of obsessive rifle collectors. That means that marketers evangelize this particular weirdness to those who might be entranced by it.” –Godin
To quote Jay, “The objective isn’t to breed new customers, but rather to increase the temperature of current customers from luke warm to a roiling boil.” Jay goes on to say that we should use social media not just as an advertising outlet but to tell how our products or services are doing amazing things. “Build a culture of accomplishment around your offerings, rather than a culture of availability.”