Advocates MUST convince “themselves” first…

How committed are you as an Advocate - to spread Word-of-Mouth WOM on SteroidsThink about your own situation when it comes to being an Advocate for someone else.  Before you risk your reputation, credibility, position, you have to have convinced yourself that this person or group is someone you are truly passionate about and want to tell others about. If you haven’t convinced yourself, you won’t share it.  If you haven’t convinced yourself you won’t passionately support them.  If you haven’t convinced yourself, you won’t be proactive in the way you talk about them with others.

So you are probably saying to yourself, “Well of course I have to go through this before I would tell someone else, that just makes sense.” But what you might be missing is that you have to have the “story” clear in your own mind first before you feel you can proactively tell someone else.  How do you put this story together? That is where YOU can help your advocates along the way…

You are the one to help them put their story together.  You can supply them with all the raw material and even give them some great quotes or statements to help them describe the way they feel about you and your business.  You can supply them with experiences, passion, other stories, pictures, etc. that will help them organize their own story. Don’t ask them to both be your advocate and then leave them to put it all together by themselves.

HOWEVER, to do this, you have to AVOID pimping and telling them how great you are – this is not what they are in need of – they need stories and content to help them “form their own story” they are passionate about. Many think if they just dump the standard marketing crap in their lap then they will have all they need – this is EXACTLY what they don’t need or want.  They want you to give them great stories of others’ passion and their stories to illustrate some key points and aspects.  I know this is a fine line and something I deal with every day – but it is critical to successfully arming your advocates.  Think “how can I help them build their story” instead of “how can I give them all our features and functions.”

Helping an advocate is what they are asking for…just not directly. They are your best army of soldiers, take the time to treat them this way and they will generate more business for you than all the masses that don’t really care…

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