That headline isn’t a play on words. I’m going to show you how to motivate people to market your business for free.

Allow me to explain.

When we exceed expectations, something amazing happens. Our product or service starts to market itself.

Spreading the word

I recently bought a new MacBook Air. Apple promised “up to 12 hours” battery life. I actually got over 13 hours. In fact, everything about the machine was better than I expected. Apple made the machine sound great, but that was nothing compared to what they delivered.

I was so impressed that I recommended the MacBook Air to my friends and clients. I also tweeted about it, shared my delight on Google+ and now I’m telling you.

That’s what we do when a product or service exceeds our expectations. We talk about it. We share it. We create a wave of independent, 3rd party recommendations — which is extremely powerful.

A subtle improvement that creates huge gains

Interestingly, the gap between meeting expectations and exceeding them is relatively small. It’s tiny, in relation to the huge positive impact it creates. It just takes a little extra effort and some creativity.

NB: Here’s a whole website full of creative thinking ideas.

Here’s a great place to start: Identify what your prospective clients or customers expect from providers in your industry. Then look for ways to exceed these expectations.

Here’s a useful tip: Consider the products or service that exceeded your expectations. What can you learn from them, which you can adapt into your business?

Get this right and you will soon have an army of passionate advocates, marketing your business for you… for free!

Marketing