The Art of Evangelism

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THE ART OF EVANGELISM

This is a presentation created by Robert Katai and inspired by

Guy Kawasaki’s article about the Art of Evangelism

Evangelism marketing is an advanced form of word-of-mouth marketing (WOMM) in which companies develop customers who believe so strongly.

Many people believe , the former Guy Kawasakichief evangelist of Apple Computer, to be the father of evangelism marketing.

WHAT IS EVANGELISM MARKETING?

Guy Kawasaki is the chief evangelist of Canva, an online, graphics-design service, and an executive fellow at the Haas School of Business at U.C. Berkeley.

He is the author of The Art of the Start 2.0, The Art of Social Media, Enchantment, and ten other books. www.guykawasaki.com

WHO IS GUY KAWASAKI?

“An evangelist has the other person’s best interests at heart: “Try this because it will help you.” Keep this difference in mind, and you’ll be on the right track.

11 TIPS ON HOW TO

EVANGELIZEA BRAND

MAKE IT GREAT

It’s very hard to evangelize crap.

It’s much easier to evangelize great stuff.

POSITION IT AS A “CAUSE”

Evangelists need to seize the moral high ground and transcend the exchange of money for goods and services.

Steve Jobs didn’t position an iPhone as $188 worth

of parts.

“EVANGELIST” ISN’T A JOB TITLE.

IT’S A WAY OF LIFE.

It means that evangelists must love what they evangelize.

No matter how great the person, if he doesn’t love the cause,

he cannot be a good evangelist for it.

LOVE THE CAUSE

Don’t describe your product using lofty, flowery terms like

“revolutionary”, “paradigm shifting”

and “curve jumping”

People don’t buy “revolutions.” They buy “aspirins” to

fix the pain or “vitamins” to supplement their lives.

LOCALIZE THE PITCH

It is very hard to convert someone to a new religion when he worships another god.

If a person doesn’t “get” your product or service after fifteen minutes, cut your losses and move on.

LOOK FOR AGNOSTICS, IGNORE ATHEISTS

Evangelists believe that their products are good—so good that

they’re not afraid of enabling people to try before they buy.

LET PEOPLE TEST DRIVE THE CAUSE

If you can’t give a great demo of your product or service, you cannot be an evangelist for it.

Demoing should be as second nature, even involuntary, as breathing.

LEARN TO GIVE A DEMO

The path to adopting a cause should have a slippery slope, so remove all the barriers.

PROVIDE A SAFE, EASY FIRST STEP

IGNORE TITLE AND

PEDIGREESIf you want to succeed as an evangelist, ignore people’s titles and pedigrees, accept people as they are, and treat everyone with respect and kindness.

Elitism is the enemy of evangelism

NEVER LIEEvangelists evangelize great stuff, so they don’t have to lie about features and benefits, and evangelists know their stuff, so they never have to lie to cover their ignorance.

REMEMBER YOUR FRIENDS

Be nice to people on the way up because you’ll see them again on the way down.

I hope that this presentation will help you understand that you are not having a regular job butyou are having a bigger and stronger responsability for yourbrand and also for your community

ROBERT KATAI

VISUAL MARKETER & BRAND EVANGELIST @BANNERSNACK

www.robertkatai.com

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