Michael Hyatt’s “Platform”: A Powerful Marketing Resource

Michael Hyatt, PlatformMichael Hyatt's latest book Platform: Get Noticed in a Noisy World is loaded with marketing tips, great ideas, and more take-aways than I've ever seen in any one book! It is a powerful marketing resource that I'll be using as a reference tool for many days to come. Let me give you a quick review of this excellent book, and them my most immediate "take-away" in today's Monday is for Marketing feature! I have respected and appreciated Michael Hyatt for quite some time. I follow his blog (http://michaelhyatt.com) and I follow him on twitter (@michaelhyatt). However, he has hit a homerun with this new book. If you want to build your brand and your "platform," you must read this book. Platform takes you from A to Z, covering these 5 sections:
  • Start with a Wow Product or Service,
  • Prepare to Launch (your mindset, your pitch, and your brand),
  • Build Your Base,
  • Expand Your Reach, and
  • Engage Your Tribe.
Personally, I like the way he writes short, engaging, practical chapters (60 chapters total.) I read it in one day last week while on vacation and have gone back through it now a couple of times prioritizing ideas that I want to incorporate into my marketing. This entire book is a powerful marketing resource, but right now I'm going to focus on his first section, "Creating Wow." Michael starts by pointing out a reality we must face, and that is if your product or service is not appealing to your customers, no matter how much money you spend on marketing or how clever your marketing ideas are, you will never create a successful brand or platform.
"Great marketing only makes a bad product fail faster." - David Ogilvy
In this section Michael gives us 5 questions to help us create "Wow":
  1. What is the product or experience I want to create or transform into a wow?
  2. How will the customer or prospect feel as a result of this experience?
  3. What specific expectations does the typical customer bring to this experience?
  4. What does failing to meet customers' expectation for this experience look like?
  5. What does exceeding customers' expectations for this experience look like
I'm going to be working with these 5 questions for a while, but this is only the beginning. To build a great product or service you have to be ruthlessly committed to excellence, or as Hyatt says it, "Don't settle for less than great!" Dream about what you want your customer to experience. Visualize it, feel it, strategize to make it happen. I've said it before and I'll say it again - it's all about the experience we create for our customers! The beginning of a great "platform" is a Wow experience!  

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