Why are some companies able to continuously create committed fans and customers—the kind who are more than willing to pay a premium to be part of the brand—while others struggle to create a presence in the market? Why do the employees of some organizations fully dedicate themselves to the enterprise, while others punch the clock with mild disinterest? How is it that one service can acquire millions of free trial users but fail to convert any of them to premium paid subscriptions, while another similar service attracts and converts loyal paid subscribers and viral advocates at bankable rates?
By studying the ins-and-outs of companies that have endured extraordinary devotion from their customers, John Jantsch reveals the systemic path to genuine commitment, for employees and consumers alike. Jantsch shows that people commit to companies, products, and stories that they understand and believe in; the companies that understand this reality focus their marketing strategies around the purpose of their product instead of the product itself.
Jantsch has put together a list of characteristics and strategies integral to achieving high levels of commitment that can be found in any company that boasts loyal employees and customers. As a follow-up to The Referral Engine, this is about more than just establishing leads—it’s about keeping them for life.
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