There’s an interesting post by Drew McLellan on Marketing Profs on how you should always start thinking from yourself when marketing your product or service.

Don’t point your initial tactics at prospects or customers. Your first target is closer to home. Do you want to talk to an audience that has a vested interest in your company and is motivated to see that you’re successful? Look no further than your own employees. It is one of the most powerful and most overlooked marketing truths out there.

If an employee feels like he is values, then he is sure to do his best to make his client as valued. Let them be part of the dream…and thank them for sharing it with you.

Drew throws some points that may help you make the employees feel what they have to feel.

1. Let them in on the secrets. Share the vision. Share the numbers. Paint a picture of where you want to take the company and how they can help you get the team there. This secret, actually, is never supposed to be secret. This step not only makes it look like you want to share something valuable with the employee, but rather clarifies your vision of the business and opens an area for discussion, if necessary, or just sets it straight for everybody.
2. Let it be about them. The CEO of 1-800-GOT-JUNK asks his employees for 101 life goals. When someone exceeds his expectations and he wants to reward them, he looks for ways to help them get closer to one of those life goals. Imagine yourself in one of those employees’ shoes. One of your dreams coming true because you do your job well…
3. Don’t forget their families. An employee spending extra hours at work making his/her family feel neglected. It is not the employee who should apologise to the family. It is your fault (well, most often), so why not say sorry by giving a small (or big?) present, or at least sending a “thank you” note.
4. Let them be your customers. The best way they can advocate for your products is to use them. If you’re an accountant – do their taxes for free. If you sell phones, make sure they always have the latest and greatest (and your brand, of course, if you produce them).
5. Make them your walking, talking billboards. T-shirts, ball caps, letterman jackets, cool messenger bags – whatever it takes. These have to be so good that the people wearing it didn’t feel it as obligation.
6. Keep the conversation going: Do not take it as one-time marketing tactic. This needs to be part of your culture. Just like external marketing…it takes time, consistency and a commitment.

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