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John Moore on happiness, respect, and word of mouth

I asked a few simple questions to a bunch of smart marketers.

Enjoy this great answer from John Moore, Marketing Medic, Brand Autopsy Marketing Practice.

Great marketing comes down to one simple idea: Earn the respect and recommendation of your customers, and they will do the rest. What is your advice for any company that wants to …

1 … make people happy?

To make customers happy, companies need to first make employees happy. The Container Store is renowned for its customer service. Employees at the store-level are eager to help customers because The Container Store employees are happy. The Container Store happifies, yes happifies, its employees by giving them a generous discount on merchandise, paying them considerably more than the going hourly rate, and by giving each employee over 240 hours of training. It’s simple, The Container Store knows that by astonishing its employees, they in turn, will astonish its customers.

2 … earn respect?

Companies earn the respect of customers when they take a moment to make a moment. Maybe it’s the CEO of a company taking a moment to telephone a customer to say, “Thanks for shopping with us.” Or maybe it’s the Starbucks Barista taking a moment to notice a child is getting restless waiting in line with her mother and the Barista walks out from behind the counter to give the child a coffee stamp with a tiger on it. These types of moments happen everyday at every business. And when we take a moment to make a moment with customers, we earn their respect.

3 … get a word of mouth recommendation?

To get customers talking, companies should worry less about being the best at what they do and instead, worry more about just being different. Chipotle doesn’t make the best burrito, but their mondo-sized burritos are different enough that people talk about them. Scion doesn’t make the best cars, but they do make very unique looking cars that we are compelled to talk about them. Trader Joe’s “Two Buck Chuck” is far from being the best wine, but because it sells at a remarkable price, two-dollars, we talked about it with others.

Thanks, John!

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