Chapter 5: Fan the Flame

Flashpoints

1. Does the complexity of your product or the number of
   competing choices make your best prospects uncertain? Who do they turn to for advice when they cannot decide? How can you equip those recommenders to influence their friends for your product or service?
2. Divide your customer list into those who can make the right purchase decision on their own and those who needs the help externalities. Devise marketing plans optimized for each group and their need.
3. Can you help people use your product in public? Can you encourage them to use it in the presence of similar people? Find groups where they congregate and allow the entire group to try your product or service.
4. How can you encourage people to smile while trying your product or taking in its advertising? By acting happy they’ll soon be happy and come to associate that positive emotion with your company and its offerings.
5. Do your customers feel a sense of belonging? Do they derive a sense of their personal identity from using your product or being a member of the group of people that does? Can you create such a group?
6. Are your customers members of any affiliation networks? Can you reach them with your marketing messages while they are in those groups? What tools would encourage them to talk about your product or service with their network neighbors?