37signals is a small (though they would argue that they’re simply suitably sized) software company that I came across on one of my favourite blogs Uncrate. The couple guys who run this company are truly entrepreneurial geniuses (they they would also disagree with the term entrepreneurs). Anyways, they have a blog, which is one of their many tactics to connect with their customers (now followers). The blog usually speaks about their products, but often has opinion pieces about the business world. The post I recently came across when looking for a marketing related topic, was just that. One of their many dedicated followers posed the question of how they market their company. 37signals aptly responded with a list of 10 guidelines, which I can only describe as formidable. The post is called Ask 37signals: 10 ways to “get ink” and here’s a quick list of the tactics they elaborate on:
- Provide something of value.
- Know your hook.
- Stand for something.
- Get your face out there.
- Try to build real, sustained relationships.
- It’s the message, not the amount you spend on it.
- Give stuff away for free.
- Ride the wave.
- Be in it for the long haul.
- Be undeniably good.
Some of these things are pretty straightforward and logical, in fact most of them are. What’s really crazy is that though they’re so logical, many businesses don’t act accordingly. A few favourites of mine are points 1, 3, and 5. They say that you must stand for something: pick a side. Theories in organizational behaviour try to create a culture or a mission statement for companies. The guys at 37signals are not only telling you to do this, but to anounce it to the public as well. Obviously some things are controversial and you’re company may not (and shouldn’t) be on the fence about things; however, by picking one side, you’re going to acquire incredibly loyal followers from that side. Much more loyal than you would by sitting on the fence like most of your competitors. In addition, you’ll gain tons of press by the opposing side too, and if you’re product is a good one, maybe you’ll convince them as well. This brings me back to point 1: provide something of value. Firstly, you’re product has to be valuable and worthwhile–this is obvious for you to even consider success. However, what isn’t so apparent is that value comes in your advertising as well. Don’t limit yourself with fancy tactics, flashing lights and million dollar campaigns…wait, these things will limit me? Yeah, they really will. Customers are PEOPLE. They will appreciate quality in your marketing. 37signals are quite adimant that this comes from things like educating your customers. This is something that is of high quality, will last, and they’ll truly appreciate it and your product more. Lastly, point 5 is another great guideline taken from the real world. Just like real people like quality things, treat your customers like you would treat anyone you want a long term relationship with. This means no one-night-stands. They say in their blog “guys who spend lots of money on gifts and dinners to woo a woman,” surely don’t get the kind of relationships you want to have with a customer. So to summarize these three points, you should really just be smart, be courteous, and be yourself.
If you have a chance, read through the full blog post (linked again here). It’s really worth your time.