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How can you leverage the principle of liking to turn customers into brand advocates?

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As a startup founder, you know how important it is to attract and retain customers who love your product and spread the word about it. But how can you turn your customers into brand advocates who actively promote your startup to their networks and peers? One powerful way is to leverage the principle of liking, a psychological phenomenon that makes people more likely to trust, cooperate, and support those who they like and relate to. In this article, you will learn how to use the principle of liking to boost your customer loyalty, referrals, and social proof.

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1 What is the principle of liking?

The principle of liking is based on the idea that people prefer to say yes to those who they like and share something in common with. This can be influenced by factors such as appearance, personality, background, values, opinions, or interests. According to social psychologist Robert Cialdini, author of Influence: The Psychology of Persuasion, liking is one of the six universal principles of persuasion that can help you win over others and achieve your goals. When you apply the principle of liking to your customers, you can create a positive emotional connection that fosters trust, loyalty, and advocacy.

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2 How to make your customers like you

To leverage the principle of liking, you must make your customers like you and your startup. Show them that you care about them, understand their needs and problems, and share their vision and values. Personalization and segmentation can help tailor messages, offers, and content to customer preferences, behaviors, and profiles. Storytelling and humor can engage customers and show your human side. Social media and email can be used to communicate regularly, provide value, and ask for feedback. Testimonials and case studies can showcase success stories and highlight how your product helps customers achieve desired outcomes. Rewards and incentives can thank customers for loyalty, referrals, and feedback.

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Jon Stamell

Uncover your customers’ interests, needs & perceptions. Let them tell you what they do and why. Create experiences based on what they want today and tomorrow to drive deeper engagement.
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The idea that you can "make" customers like you assumes that sentiments can be created from the top down. They can't. They're up to the customer. Far better to listen to what customers are saying and then respond to their interests and needs. We append customer ratings and the language they use to their database files so that they can be segmented by their perceptions and sentiments. That enables our clients to respond to them. That could be a reward for people who respond in a way that shows they are brand advocates or a quick response to people who are not happy. Being able to conduct 1:1 marketing at scale is the future and the way that companies will respond to their customers. Do it right and they'll like you.

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3 How to make your customers like each other

The second step to leverage the principle of liking is to make your customers like each other and feel part of a community. This can be achieved by creating opportunities for your customers to interact, such as a user-generated content platform where they can post reviews, ratings, photos, videos, or stories. Additionally, you could create a referral program or social media group for them to invite their friends or join discussions about your product or industry. Furthermore, a loyalty program could be implemented to reward customers for their engagement, purchases, or referrals. Lastly, consider hosting a user conference or meetup where customers can network and have fun with other users of your product.

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4 How to make your customers like your product

The third step to leverage the principle of liking is to make your customers like your product and see it as an extension of themselves. To achieve this, you must deliver a high-quality product that solves their problems, meets their expectations, and delights them. Utilize user feedback and data to improve your product features, design, and performance, and keep your customers updated on your progress and roadmap. Incorporate gamification and nudges to motivate customers to use your product more often and explore its benefits. Additionally, personalization and customization allow customers to adapt your product to their preferences, needs, and styles. Show social proof and scarcity to demonstrate that your product is popular, valuable, and in demand. Finally, offer free trials and demos so customers can try before they buy.

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5 How to measure the impact of liking

The final step to leverage the principle of liking is to measure the impact of your efforts on your customer loyalty, referrals, and social proof. You should track and analyze key metrics that indicate how much your customers like you, each other, and your product. These metrics include customer satisfaction (CSAT) and net promoter score (NPS) to measure happiness with your product and service, as well as the likelihood to recommend it. Additionally, customer retention and churn rate can be used to measure how many customers stay with you over time. Furthermore, customer lifetime value (CLV) and customer acquisition cost (CAC) can be used to measure the worth of customers and the cost of acquisition. Finally, customer advocacy and referral rate can be used to measure active promotion of your product, while customer engagement and social media mentions can be used to measure interaction with your product and content.

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Roger Brooks

Market Research Consultant & Strategist focused on the wine industry, startups, and non-profits
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Much debate over the efficacy of NPS. While I've run NPS tracking studies (e.g. at YouTube), it's deeply flawed IMO. But, it's often used in part because corporate executives like its simplicity. Not enough space to critique in detail here, but one glaring issue is the cutoffs for Promoters, Passives, and Detractors. For example, why is a "9" a Promoter (e.g. a recommender) but just 1 level below an "8" a Passive (not a recommender)? And, what's the rationale for equivalency between a "0" and "6" (both Detractors)? We circumvented these inadequacies with a follow up open end and sentiment analysis to yield more useful information. A fully labeled 5 or 7-point scale is a far more a valid, precise way to capture recommendation/advocacy.

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Jon Stamell

Uncover your customers’ interests, needs & perceptions. Let them tell you what they do and why. Create experiences based on what they want today and tomorrow to drive deeper engagement.
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Here is where Net Promoter Scores (NPS) can make a difference but only if used to activate their scores and comments. NPS is most frequently used as an index of customer endorsement and satisfaction. We've turned it into an engagement tool because we append their comments to their DB files. That way, they can be segmented by both score and the language they use. That feature identifies brand advocates who can be activated or brand detractors who need a specific response. Using NPS for engagement, not just measurement, is a key to growing advocacy and "liking".

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Rob McMillan

Banker to the US Wine Industry
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I once had a BMW salesman, who after I bought a car, told me that I would get a NPS email, and he got his comp based on his scores. So if I wasn't going to give him 5 stars, just tell him right now because he had to have 5 stars. Conceptually I never trust the numbers because of that potential for manipulation, but the comments are quite often useful.

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Jon Stamell

Uncover your customers’ interests, needs & perceptions. Let them tell you what they do and why. Create experiences based on what they want today and tomorrow to drive deeper engagement.
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Overall, think from the consumer up, not from the company down. That will help you avoid internal biases that are sure to become a key factor and will lead to mistakes.

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How can you leverage the principle of liking to turn customers into brand advocates?

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6

1 What is the principle of liking?

2 How to make your customers like you

3 How to make your customers like each other

4 How to make your customers like your product

5 How to measure the impact of liking

6 Here’s what else to consider

Startup Development

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How can you leverage the principle of liking to turn customers into brand advocates?

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3

4

5

6

1 What is the principle of liking?

2 How to make your customers like you

3 How to make your customers like each other

4 How to make your customers like your product

5 How to measure the impact of liking

6 Here’s what else to consider

Startup Development

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