Evangelist Marketing: What Apple, Amazon, and Netflix Understand About Their Customers (That Your Company Probably Doesn't) — Alex L. Goldfayn
Here’s my quick review of Alex L. Goldfayn’s “Evangelist Marketing”.
Last month, I read “Crossing the Chasm”, a classic written by Geoffrey A. Moore. Well, “Evangelist Marketing” is a nice complementary book. Where the former concentrates on B2B and going from the early market to the early majority, the later is oriented towards B2C and suggest you should ignore the early adopters and only concentrate on the majority right from the start.
In this book, Alex L. Goldfayn first explains companies are leaving a lot of money on the table: they build working technological products (most of them do – and those which don’t are not the matter of this book), but don’t know how to market them efficiently and end up doing a bad job at that.
He then writes about the feel-good-factor or the importance of naming (we’ve all seen horrendous product names in the stores, haven’t we?). The next section is all about consumer insights: you must talk with your customers (they will tell you how to market your product – which you designed to answer their need), and your CEO must talk with journalists (instead of just having your PR departement send out press-releases).
Finally, the book ends with a list of reasons why you definitely want evanglists amongst your users – and, trust me, you do!
→ 4⁄5 This book is interesting, I liked reading it. I only have a small problem with the example companies (Apple, Amazon, Netflix) which are maybe too big: everybody know them and their products, so it’s easy to understand what the book is presenting… But, at the same time, you will probably now and then think “my company is not apple/amazon/netflix-scale” – and wonder how you can apply what’s described here.