Seth had a post a few days ago about the Catch 22 of sharing your favorite things with other people. It could be your favourite store, Web site, hairdresser, nightclub, physician, mechanic, restaurant, whatever. If you tell your friends about it, it could become too popular and you could get squeezed out, or have your experience downgraded by overcrowding, or have the price of the thing go up. All bad. But if no-one promotes it, it could cease to exist – go out of business, move to a different market, or change to attract more business. Also bad.
Seth concludes with:
It’s simple, I think. In a world where consumers have so much power, we now have two responsibilities:
- If you don’t like what an organization stands for, work actively to spread the word and force them to change
- If you will miss a product, a service, a book, a site or a professional when they close up shop, stand up, speak up and bring them masses of new business.
We get what we promote.
Remember that when you design your own company’s promotion tactics. Make it easy for people to spread the word about you if they like you. If you own a bar, try giving free drink coupons to your best (happiest) customers. But write their names on them, and they’re not allowed to use them for themselves. And they only become valid the day after they’re issued, and expire a week after that. So your customer will give it to someone else, who will come in themselves; or the customer will have to bring a buddy when he comes back.