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Evangelist Marketing

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Evangelist Marketing

What Apple, Amazon, and Netflix Understand About Their Customers (That Your Company Probably Doesn't)

BenBella,

15 min read
10 take-aways
Audio & text

What's inside?

Few companies effectively market consumer electronics. Here’s how it’s done.

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Editorial Rating

7

Qualities

  • Applicable

Recommendation

Most companies that are great at manufacturing consumer electronic products struggle to market them. In this practical book, high-tech marketing expert Alex L. Goldfayn explains how consumer electronic marketing goes awry, except in the hands of giant, sophisticated competitors, most notably Apple, Netflix and Amazon. Having found his niche – because he offers very specific advice – Goldfayn counsels electronics sellers about promoting their products and encouraging influential consumer evangelists to support them. Goldfayn, a savvy, knowledgeable participant in the consumer electronics industry, is also an outstanding copywriter who provides well-crafted, effective examples. If you market consumer electronics, you can learn a lot from his well-reasoned analysis of flawed electronics-market ad strategies. getAbstract recommends his insights to those who design, manufacture, market or sell consumer electronics.

Summary

More Consumer Evangelists Equals More Sales for Your Firm

To make your sales of consumer electronics soar, you need influential consumer evangelists to love your products and to praise them continually to their networks of colleagues, contacts, friends, relatives and online followers. If you can make them fall in love, the praise will come naturally. That’s what evangelists do.

The term “evangelist,” which derives from ancient Greek, means “the bringing of good news.” The Gospels’ authors – Matthew, Mark, Luke and John – were early evangelists. Many modern churches rely on lay evangelists to preach. Some companies now hire people to perform as evangelists; Google itself has a “chief evangelist.”

In today’s word-of-mouth marketing environment, the term “evangelist” refers to consumers who embrace specific technology products or services so warmly that they proselytize about them wherever and whenever they can. If you line up enough of these energized trumpeters, your product sales can go sky high. Such unpaid, enthusiastic, highly effective evangelists share the following traits:

  • “They are mainstream consumers” – They constantly...

About the Author

Alex L. Goldfayn, who was previously working as a technology columnist at the Chicago Tribune, is a marketing consultant specializing in technology firms. He organizes Evangelist Marketing Think Tanks.

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