Think of the things in your life that you buy without questioning it. I’m not talking about the same old dish detergent you always buy. I’m talking about the items, or brands, or services, or consultants or authors, who are so great, so trustworthy, so smart, so right on with what you want and need, you want the very next thing they produce.
Maybe it’s the next iPhone. Or you fear entering a Lululemon store because you always spend too much? Same with Zappos. Or do you pine for a Tesla, or a Harley? Think of musicians that have a bit of a cult following like Amanda Palmer. Or business experts like Seth Godin. Maybe you have a favorite restaurant, or hair stylist, or coffee house that you rave over.
Think of the things and experiences you buy and it would never occur to comparison shop because you need THAT, not the next best cheapest facsimile of THAT. THAT makes you happy, THAT is what you need, THAT makes you smarter, stronger, better. Now that you have thought of your list of things like this, what do they all have in common?
We don’t love them because they are the lowest price.
For associations who want raving fans not just satisfied members think about all the things your very favorite go-to’s do. Here is a list to start us thinking:
- They talk to a select audience that has a particular mindset. They are not trying to appeal to everyone.
- They seek to change their most engaged customers/listeners/followers/attendees.
- They put a huge emphasis on service, no matter how that’s defined.
- They talk with their customers all the time.
- They solve a key problem.
What else can we do to get members to rave about our association?