Did someone sneeze? GOOD! We like Sneezers, they are important for our Art Business. I first found the term “sneezer” when I read the marketing book, “Unleashing the Ideavirus”, by Seth Godin. Granted, his concept is based on mass market products and services but his ideas can be used for smaller art businesses as well.
Achoo!!! Oh, my. I just SNEEZED! I sneezed because a “sneezer” is also called a brand advocate and is someone who actively, happily, excitedly speaks, shouts, sings and shares your brand, link or product or service over and over again, allowing you to reach many more people than you could reach alone. When a “sneezer” announces they are behind a product, people listen because they are SO passionate about you and your work that they create excitement for you!
I sneezed when I mentioned and linked my article to Seth’s book. Now you’re going to click his link and see what his book is all about because you trust my opinion as a brand advocate.
“Oooh,” you say, “I need “sneezers”. How do I get my own?” Well, grab some tissues and let’s GO!
1. Make sure your brand, product and YOU are magnificent! Support and connect with your clients, offer superb customer service and quality products. “Pleasing customers doesn’t always lead to conversations. Delighting them, enraging them, hospitalizing them or surprising them–that’s how sneezers are born”, Seth Godin.
2. Make it easy to sneeze! Don’t be shy… when you connect with a customer that is bowled over by #1, give them promotional materials to pass around, get them on your e-mail list with a very clear “forward to a friend” link and continually offer them REASONS to sneeze you! Place BIG SHARE BUTTONS on your website.
3. Allow your “sneezers” to sneeze in front of others. Gather and post comments about your product in your website. Write a small article about your product and open up the comment area. People read comments just like they read reviews. They are helpful and people trust other’s opinions.
4. GET in front of your “sneezers”. If you lock yourself in your studio, you’ll never meet and connect with your clients and if they don’t connect with you, they will be less likely to share their thoughts about your art or you, as an Artist. Go to your gallery openings, do a few Festivals or juried shows, meet people and help them to “sneeze”.
Is your art business set up for brand advocates/”sneezers”? What’s one way you can find “sneezers” and get them excited to share over and over again? Leave your comments below and SHARE this article by clicking MY “sneezer” buttons below, then pass the tissues…
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