The 8 engines of conversational capital
Posted: Mon Dec 23, 2024 10:50 am
Conversational Capital is the art of creating products that people love to talk about. What we achieve with conversational capital is that an individual is transformed from a mere consumer of products into a loyal customer, a prescriber and sometimes into a brand advocate. Marketing, as defined by Philippe Kotler, is "The art of attracting, capturing and retaining customers"
That is why the objective of every marketing professional is to ensure that those clients that they attract, retain and retain become ambassadors of our brand, recommenders. And we can achieve this in an "easy" way through conversational capital. Nowadays it is not enough to offer products or services, businesses like ours or professionals like us are in abundance, that is why we have to differentiate ourselves, that is why we have to go beyond the product and offer unique experiences to our users, offer all mp mobile number list 2024 a value proposition that differentiates us, make users choose us by offering the same product because we provide them with much more in the purchasing experience, or because acquiring our product makes them become part of a group that makes them feel special. We have to make the experience mean something to them, in this way they will share it with the whole world. If you are an Apple user, stop and think about why you buy a Mac or an iPhone. Are there no substitute products on the market of equal quality (or even better) that could give you the same service? The answer is yes. But you love Apple above all else, because it makes you feel good to have an iPhone, because you feel part of a community. When the iPhone 4 experienced signal loss problems, Apple acknowledged it and Steve Jobs himself, of course, said more or less that it was our fault for not holding the phone correctly... Did anyone care? It was commented on, yes, but nobody stopped buying their iPhone, because we are fans. Yes, I admit it, I too have fallen into Apple's trap.
The 8 engines of Conversational Capital
The Ritual is the habitual behavior that is installed in others towards us, such as periodically reading our Blog, always remembering to congratulate us on our birthday or inviting us to all the interesting events that they promote.
Exclusivity , which installs in the perception of others a consideration of uniqueness by being able to share with us a conversation, a trip or attendance at a public event.
The Myth , which is built from those singular actions and achievements of our past or present that enjoy a certain significance, such as good sporting results, the attainment of academic successes or the conquest of high recognized professional objectives. However, mystery can also be a source of mythology, since imagination is usually richer than perception.
Sensory Distinction is achieved by developing all the concepts linked to our Emotional Intelligence, which encourages the establishment of bonds with others that are much more consistent than those derived from other types of relationships more characterized by educational formality and the transaction of interests. 3- The Myth, which is built from those singular actions and achievements of our past or present that enjoy a certain significance, such as good sports results, the attainment of academic successes or the conquest of recognized high professional goals. However, mystery can also be a source of mythology because imagination is usually richer than perception.
The Icon , as a representation of what may be our most developed strength (being perseverant, a good communicator, emotionally empathetic, etc.) and that gives us a seal or personal brand that is very recognizable and admired by others.
Tribalism is the phenomenon that determines the configuration of groups of people who feel proudly akin (tribal) for sharing our friendship or some of the activities in which we participate, being our followers just as it happens with novelists, musicians, athletes, etc.
The Endorsement , which is achieved when others speak well of oneself with no other interest than to defend the evidence of our worth, becoming spontaneous prescribers of our professional or personal purposes.
The continuity or creation of a coherent personal reputation supported by the necessary coincidence of four manifestations: A. What I believe I am, B. What I tell others I am, C. What others believe I am, and D. What others say I am.
That is why the objective of every marketing professional is to ensure that those clients that they attract, retain and retain become ambassadors of our brand, recommenders. And we can achieve this in an "easy" way through conversational capital. Nowadays it is not enough to offer products or services, businesses like ours or professionals like us are in abundance, that is why we have to differentiate ourselves, that is why we have to go beyond the product and offer unique experiences to our users, offer all mp mobile number list 2024 a value proposition that differentiates us, make users choose us by offering the same product because we provide them with much more in the purchasing experience, or because acquiring our product makes them become part of a group that makes them feel special. We have to make the experience mean something to them, in this way they will share it with the whole world. If you are an Apple user, stop and think about why you buy a Mac or an iPhone. Are there no substitute products on the market of equal quality (or even better) that could give you the same service? The answer is yes. But you love Apple above all else, because it makes you feel good to have an iPhone, because you feel part of a community. When the iPhone 4 experienced signal loss problems, Apple acknowledged it and Steve Jobs himself, of course, said more or less that it was our fault for not holding the phone correctly... Did anyone care? It was commented on, yes, but nobody stopped buying their iPhone, because we are fans. Yes, I admit it, I too have fallen into Apple's trap.
The 8 engines of Conversational Capital
The Ritual is the habitual behavior that is installed in others towards us, such as periodically reading our Blog, always remembering to congratulate us on our birthday or inviting us to all the interesting events that they promote.
Exclusivity , which installs in the perception of others a consideration of uniqueness by being able to share with us a conversation, a trip or attendance at a public event.
The Myth , which is built from those singular actions and achievements of our past or present that enjoy a certain significance, such as good sporting results, the attainment of academic successes or the conquest of high recognized professional objectives. However, mystery can also be a source of mythology, since imagination is usually richer than perception.
Sensory Distinction is achieved by developing all the concepts linked to our Emotional Intelligence, which encourages the establishment of bonds with others that are much more consistent than those derived from other types of relationships more characterized by educational formality and the transaction of interests. 3- The Myth, which is built from those singular actions and achievements of our past or present that enjoy a certain significance, such as good sports results, the attainment of academic successes or the conquest of recognized high professional goals. However, mystery can also be a source of mythology because imagination is usually richer than perception.
The Icon , as a representation of what may be our most developed strength (being perseverant, a good communicator, emotionally empathetic, etc.) and that gives us a seal or personal brand that is very recognizable and admired by others.
Tribalism is the phenomenon that determines the configuration of groups of people who feel proudly akin (tribal) for sharing our friendship or some of the activities in which we participate, being our followers just as it happens with novelists, musicians, athletes, etc.
The Endorsement , which is achieved when others speak well of oneself with no other interest than to defend the evidence of our worth, becoming spontaneous prescribers of our professional or personal purposes.
The continuity or creation of a coherent personal reputation supported by the necessary coincidence of four manifestations: A. What I believe I am, B. What I tell others I am, C. What others believe I am, and D. What others say I am.