Flip the Funnel: How to Use Existing Customers to Gain New Ones

INCENTIVIZING WORD-OF-MOUTH

How many times have you said to yourself, “I’ve sold so many units of Company X’s product, they should pay me! In fact, I might as well work for the company.” At a time with such abundant choice and difficulty getting the attention of consumers, I believe there’s going to be an awakening among consumer nation for a quid-pro-quo partnership; a mutual back-scratching effort where failure to reciprocate will be short-lived. As a blogger, I can tell you that I am wholeheartedly aware of the power I possess when I hit the publish button. When I say something about any company, it’s going to find its way all the way up the totem pole—often to the CEO or chairman of the company. When I recorded an episode of my video show on how much I loved Charmin toilet paper, I promptly received free toilet paper in the mail. Them’s the perks, my friends. I subsequently created follow-up shows for my new favorites: Tiffany, Lamborghini, and Rolex. (I’m kidding, of course—about Tiffany.)

Right now, the majority of blogger-related conversations are spontaneous, informal, and generally snarky when it comes to brands. Things are changing quickly, however. The explosive rise of Mommy Bloggers (or Mothers that Blog, which is now apparently the politically correct or acceptable term), Blogging Networks, and Sponsored Conversations are giving us a glimpse into the propensity, intensity, and potential of word-of-mouse.

Don’t get me wrong: Having customers who naturally feel ...