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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 formerGuy Kawasaki
chief 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
EVANGELIZE
A 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
PEDIGREES
If 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 but
you are having a bigger and
stronger responsability for your
brand and also for your community
ROBERT KATAI
VISUAL MARKETER &
BRAND EVANGELIST @BANNERSNACK
www.robertkatai.com
A one stop shop for banner advertising.

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The Art of Evangelism

  • 1. bit.ly/art_evangelism THE ART OF EVANGELISM This is a presentation created by Robert Katai and inspired by Guy Kawasaki’s article about the Art of Evangelism
  • 2. 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 formerGuy Kawasaki chief evangelist of Apple Computer, to be the father of evangelism marketing. WHAT IS EVANGELISM MARKETING?
  • 3. 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?
  • 4. “ 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.
  • 5. 11 TIPS ON HOW TO EVANGELIZE A BRAND
  • 6. MAKE IT GREAT It’s very hard to evangelize crap. It’s much easier to evangelize great stuff.
  • 7. 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.
  • 8. “EVANGELIST” ISN’T A JOB TITLE. IT’S A WAY OF LIFE.
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. The path to adopting a cause should have a slippery slope, so remove all the barriers. PROVIDE A SAFE, EASY FIRST STEP
  • 15. IGNORE TITLE AND PEDIGREES If 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.
  • 16. Elitism is the enemy of evangelism
  • 17. 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.
  • 18. REMEMBER YOUR FRIENDS Be nice to people on the way up because you’ll see them again on the way down.
  • 19. I hope that this presentation will help you understand that you are not having a regular job but you are having a bigger and stronger responsability for your brand and also for your community
  • 20. ROBERT KATAI VISUAL MARKETER & BRAND EVANGELIST @BANNERSNACK www.robertkatai.com A one stop shop for banner advertising.