Question

Topic: Other

"hot" 48 Hours—what Can We Learn From Tele - Evangelist?

Posted by Deremiah *CPE on 11/16/2004 at 8:52 AM ET 3069 Points
(First of all let me open up this question by saying this is the third time I’ve tried to post for this question and I hope it finally shows up.)

…Listen closely I am Brainstorming for ideas/idea-Generation on my first Evangelist mini-book. This could be a very inspiring post for those of us who want to grow our businesses in quantum leaps. Why does it appear that regardless of how conservative, what ethnic, racial or cultural background it seems all Tele-Evangelist have one common characteristic…Charisma. So please notify everybody that is a KHE expert because we’re all going to “Pull out our six-shooters on this one and “Tear up The Town”.

Here’s the set-up to the question.

Q1) What is an Evangelist & how can we use their methods to expand our BRAND?

Q2) How do Tele-Evangelist expand their selves in the market place to reach their TARGET MARKET?

Q3) What Techniques do Tele-Evangelist use in their SELLS to their audience?

Q4) Is a Tele-Evangelist believability the thing that draws his CUSTOMER to his product?

Well if you don’t know much about Tele-Evangelist turn on your TV (Tunnel Vision) and get lost examining TV Tele-Evangelist. I look forward to all comments. No answer is the only BAD ANSWER in this post.

Your Servant, Deremiah, *CPE (Customer Passion Evangelist)
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RESPONSES

  • Posted by Deremiah *CPE on 11/16/2004 at 8:53 AM Author
    Finally It posted!!!
  • Posted by Deremiah *CPE on 11/16/2004 at 10:57 AM Author
    Recap on the question...

    ...The 48 hours

    stands for the shortest amount of time I'll keep this question open.

    I will...I guarantee I will...pull the rip cord right-off the parachute on this one if the post are clear and powerful in their explanation to the questions.

    Please feel free to answer one or all four but please answer.

    Also be as ***PASSIONATE***, ---HOT & "FIREY" as you can. Your answer should have enough lumens to light up a light bulb without E-l-ec-tric-c-city!!!

    Your sERVANT, dEREMIAH, *CUSTOMER PASSION EVANGELIST
  • Posted by Peter (henna gaijin) on 11/16/2004 at 2:23 PM Accepted
    I don't know much about tel-evangelists, but could provide some thoughts on your first question:
    Q1) What is an Evangelist & how can we use their methods to expand our BRAND?

    Evangelists within a company are the ones who are constantly preaching the benefits of the products. Some companies have this as a title, but often it is a duty of someone in marketing (I had this duty as part of product management positions).

    Evangelists are constantly talking up products. This can be done live (trade shows, trainings, etc.), on computer forums, on Blogs, etc. Blogs are probably the newest ones, and evangelists are often the ones who have the most effective Blogs.
  • Posted by Deremiah *CPE on 11/16/2004 at 4:22 PM Author
    Great Responses,

    Great input everyone…I can feel the passion.

    Wonderful examples, illustrations and remarks.

    WMMA, thanks! Your response is quite interesting and you got pretty fired up with each question. On a scale of one to ten you started out on 11 and the temperature kept rising. Mattress Mac seems like quite an interesting dude. I really like the bit of insight you shared about the fact that “some customers” could get turned off. This is part of the risk of evangelizing anyone for a good cause. Evangelist are bound to turn off somebody. Well I’m never under the assumption that Evangelist will evangelize everyone. Quite an interesting idea.

    IF YOU’RE GOING TO REACH MANY YOU’RE GOING TO TURN OFF SOME.

    Should we expect to duplicate something that works in one market in other markets? We can try but let’s “Keep It Real”.

    Things, ideas, techniques and concepts that work in one market may absolutely flop in other markets. Might even become one of the world’s most remembered biggest disasters of all times…But who says they can’t work or what’s even more daring to think
    “WHAT IF”

    “WHAT IF IT DOES WORK!”

    or WHAT IF it could have worked? Sometimes the most ridiculous ideas “Do Work” even against the odds. But it takes a visionary to see it… someone who just might dare to be an Evangelist. Someone who just might be bold enough to test the waters. I love testing… because testing eliminates the Question “What IF”

    And WMMA, Evangelist probably do ask more than the average and as a result sell more than the average and Create FEAR more than the average and Discover NEEDS more than the average and motivate others to realize their DESIRES more than the average while bringing many things to a RESOLUTION more than the average. Now if we can master bringing many things to a Resolution quicker, sooner, faster we’re on to something great. Great point.

    Hope, Fear & Self-Serving---are three things that do motivate people to buy into the Evangelist evangelism but what about our lust for the things we must have, got ta need today can’t wait any longer please, please give it to me NOW! Our motivations do impact but the motivations of our customers is where real Evangelist focus their energy.

    Frances great ideas. Evangelist do use simple clear concepts stated clearly over and over and over again rephrased concepts clearly simplified and repeated. The Evangelists uses Visual cues, illustrations, metaphors, parallels, common examples, questions, imperatives without being passive, a sort of rhythmic romping repetitious melodic sounding soothing song of words. Well Frances after all that great input Please read Peters post for an interesting response to your question. But to put it rather simply and clearly stated repetitiously I am an Evangelist and an Evangelist is someone like me. I love evangelising customers.

    Peter, if I could get the kind of input out of you that you provided for question # 1 for the other three questions I probably would have keep the question open for another 48 hours. Great input Peter your really provided some interesting insight.

    Your Servant, Deremiah, *CPE, (Customer Passion Evangelist) Keep it coming...I will answer the other post.
  • Posted by Chris Blackman on 11/16/2004 at 10:25 PM Accepted
    Deremiah

    Horses for courses, as Michele points out. TV-Evangelism style might work to sell low-involvement products like carpet cleaners or cheap furniture, and even high involvement concepts like everlasting life.

    But it wont work for everything. People don't want to be rescued from evil hellfire for example if they are thinking of buying a six pack, a packet of condoms or a quart of bourbon. No sir, hell-fire is precisely what they have on their mind, whatever it takes they'll get there, and tonight.

    Go try and sell to some reserved Brits and try leaping onstage brandishing snake-oil and offer to save them from eternal damnation, and they'll raise their pink financial newspapers to cover their faces and pretend you aren't even there.

    Let's distill what the TV evangelist is all about, from a sterile marketing viewpoint, minus the rhetoric:

    1. They are in a conversation with a targeted audience.

    2. They are trying to identify with the audience's situation "did you ever, have you recently, I feel your pain brother, etc..."

    3. Having evoked some kind of empathetic reaction from the target, they now work that into a lather with repeatedly identifying the problem, the pain, the hopelessness, all the intimate issues only each member of the target group feels, feels alone, and so they become convinced this message is a one-on-one conversation directed exactly at them! (see also horoscopes)

    4. Now the evangelist/marketer has identified the problem, the issues, and a need, all s/he has to do is supply the immediately available, easy-to-buy solution! Donate now! Pray with me! Order now - operators are waiting!

    5. Trick is merely to get the voice right for each audience. Aside from that the framework is virtually identical.

    It's turbocharged SPIN selling 1.01, isn't it? Neil Rackham on glycofuel?!

    No wonder it works.

    Hope this helps.

    ChrisB



  • Posted by Deremiah *CPE on 11/16/2004 at 11:53 PM Author
    Hey everybody thanks for your input, Mac 504 & Michelle. Great input! Here's my interaction, thoughts, ideas mixed with your input.

    ( Mac 504, Well tele evangelist are master marketers they use a variety of techniques to fool the masses )

    Well Mac let me play the "Angels Advocate" :-) this here...Just strikes me as interesting especially since all of these guys did not grow up in the same house or even on the same block and their from different racial and ethnic cultural groups. Are we saying that Tele-Evangelist regardless of background could all agree on the same techniques to fool the masses?

    And if they can come to this conclusion regardless of background how can we glean from what they agree on and use it to grow our business for a good purpose? Because if there is anyway possible that we can contrive a successful solution and get others to all agree regardless of background we're really on to some real solution selling marketing.

    Do you think they ALL use a variety of techniques (with the intent) to fool the masses?

    Or are some of them trying to fool the masses and others are completely devoted to trying to reach the masses for a geniune purpose?

    How do we discern between whose geniune and whose trying to run game? And can we use our understanding of how to apply this discernment to avoid traps and pitfalls in our own businesses?

    How might we extract the essence of geniuness from their techniques and use them for a GREATER good that really helps us reach our Target Market?


    (Mac 505...1)They use social proof in their tactics.They convince people to follow them by having other people follow them.People are sheep and if they see a large crowd of people following someone then they will do it too.)

    Isn't this also how people are in general to other causes where they have bought into buying without thinking? Sort of automatic selling.

    Furthermore isn't this the place where most marketers wish they had their clientele...caught up in a decision making process that requires thoughtlessness?


    Michelle, you go Girl...great definition. I agree the Tele-Evangelist techniques are not suitable for every product but I do wonder about it... You offer some interesting commentary to the questions.

    Is it possible that people do use the techniques of Tele-Evangelist and they do work on us without us turning them off?

    Is it possible that they use those techniques on me and you but on a more subtle level like right below the threshold of our perception?

    Is it possible that this is how great marketing works?

    I wonder???

    Your Servant, Deremiah, *CPE (Customer Passion Evangelist)
  • Posted by SRyan ;] on 11/17/2004 at 2:46 PM Accepted
    Deremiah, I'm too "offline" this week to give your question the attention it deserves. Home with my daughter who's slightly ill and terminally bored...

    For now, I'll say this:

    To me, "TV Evangelist" automatically invokes a bad image. I'm sure they're not ALL bad. Can you name any that we should watch who you think are truly charismatic and inspiring?

    I agree with Jim's description of Evangelist -- anyone with a passion for a cause (not necessarily a product). Richard Feynman is an evangelist for physics. Tom Peters for business. Seth Godin for marketing. What do they have in common? They aren't just experts in a topic, they're expert communicators.

    Maybe more from me later... no promises, though!

    - Shelley
  • Posted by bobhogg on 11/17/2004 at 3:26 PM Accepted
    Deremiah...

    Forgive me if I'm "off-line" on this one, but coming from a UK marketing background, my hackles go up when I see the sort of "evangelism" you describe. I see the "TV Evangelist" that you describe as a salesman with little interest in his "customers" needs, but every interest in his own need for recognition and acceptance.

    Now, while we may accept that selling is an important part of the marketing effort, selling without concern for your customer is NOT!

    The "evangelists" that Shelley describes, on the other hand, I have the greatest respect for - as she says, they are experts in their field and have the communication skills to get their thinking across to their audience. The difference between them and the "TV Evangelist" as I see it is that they don't try to force their message down your throat - they explain it, but leave it up to the audience to accept, reject, argue.

    In my own work, I try to be evangelistic about marketing to my students or delegates on my courses - that way, it gets them fired up to think about what I'm saying; but I'd never go so far as to force my opinions/beliefs on those "customers" - yet that's how I see your "TV Evangelist" operating, forcing his beliefs on others... and that's NOT marketing!

    Does any of that make sense from a US perspective?!

    Good luck,
    Bob
  • Posted by Deremiah *CPE on 11/17/2004 at 3:55 PM Author
    Hey Jim,

    your input was fantastic. Your advice was very promising reflecting on the characteristics of a great evangelist. We could all learn from your examples and now I have your input I’ll expect you to join in on the commentary. Your insight was also positively based and I learned some key things like

    Evangelist carry a passion
    Evangelist convert for the cause
    Evangelist Exude the cause
    Evangelist display emotion
    Evangelist communicate a story
    Televangelist are vigilant on proper portrayal
    Evangelist demonstrate the way the cause has focused them
    Evangelist excellent story tellers
    Evangelist high energy reflects happiness creator
    Evangelist provide product demos
    Evangelist gives visual (audience) depictions of support.

    Great list of ideas Jim…I would love to talk to you someday. Excellent, excellent positive characteristics of what the evangelist is all about. You’re a great man.

    Is there anything I can do for you?

    Your Servant, Deremiah, *CPE (Customer Passion Evangelist)
  • Posted by Deremiah *CPE on 11/17/2004 at 4:11 PM Author
    My Girl Shelley,

    I’m sorry to hear that momma’s little baby is not feeling well. You’re smart to get her back in full operation.

    But from your comments it looks like TV Evangelist need to work on their marketing, image or something. And I agree with you no group can be all bad but we must contend with the overall image it seems they reflect. Being I’m a Customer Passion Evangelist, I’ll be sure not to do any TV campaigning (lol).

    Sure I can name one or two but would rather avoid plugging anyone person since I don’t know any of them personally. And my recommendation may be taken as a vote or endorsement I’m sure you know what I mean.

    Jim does give a great description. You mentioned Tom Peters who is quite an interesting communicator. Thanks for your short but always sweet reply. You keep your head up and give that darling little girl of yours some Texas “Chicken Soup”…Catch you later. Is there anything I can do for you? and did you receive your tape?

    Your Servant, Deremiah, *CPE (Customer Passion Evangelist)
  • Posted by Deremiah *CPE on 11/17/2004 at 4:31 PM Author
    Hey Bob,

    Interesting post you made.

    Tele-Evangelist not concerned about customers
    Evangelist are always concerned about customers

    I agree that we should always be concerned about our customers. Maybe TV does not make for good relationships since the medium is cold, long distance and without a real dialogue this may give the feeling that TV-Evangelism is too monologish or something like that. Maybe they need to understudy some of the Evangelist Shelley named.

    However “Customer Passion Evangelism” is all built on:
    Building,
    Creating
    Maintaining solid relationships

    Don’t TV Evangelize…Don’t force your message down others throats…well it looks like a lot of people have their throats open.

    Great Evangelist Don’t: Force their beliefs on customers & allow them to think for themselves. Forcing customers is not good Evangelism.

    Thanks again Bob! Is there anything I can do for you?

    Everyone else keep it coming...

    Your Servant, Deremiah
  • Posted by Pepper Blue on 11/18/2004 at 12:12 AM Accepted
    Hi Deremiah,

    Q1) What is an Evangelist & how can we use their methods to expand our BRAND?

    A1) An evangelist is someone who is fanatical about a product, a service, a business, or something that provides and adds value to lives (human or animal).

    They go out of their way as unpaid spokespeople to tell everybody they meet, or at least everybody that they think may even remotely benefit about the product, service etc.

    Every business needs customer evangelists. This to me is one of the holy grails of customer relationship managements. When you start getting evangelists, that is gold. And your brand starts to expand.

    So the trick here is developing your value proposition into such a high value adding product or service that it starts creating its own evangelists.

    Look at what IKEA has done. I mean, how much more evangelical can you get?


    Q2) How do Tele-Evangelist expand their selves in the market place to reach their TARGET MARKET?

    A2) Tough one to answer D because I don't watch them, I just try to attend the real thing as frequently as possible.

    Q3) What Techniques do Tele-Evangelist use in their SELLS to their audience?

    A3) Again, I don't have enough knowledge about their practices to give a sound answer. I could only guess that they play to peoples weaknesses and guilt, their sense of need, and fill these voids that they know exist.

    Q4) Is a Tele-Evangelist believability the thing that draws his CUSTOMER to his product?

    A4) Absolutely. They must be masters at getting people to believe them. If Santa Claus was that good, we wouldn't need The Polar Express!

    Well if you don’t know much about Tele-Evangelist turn on your TV (Tunnel Vision) and get lost examining TV Tele-Evangelist. I look forward to all comments. No answer is the only BAD ANSWER in this post.

    A) Deremiah, I promise I will watch one this weekend for as long as I can!

    I hope I have been of some help!

  • Posted by Deremiah *CPE on 11/18/2004 at 1:40 AM Author
    Pepper blue,

    You've done it again man...Clear, concise practical advice. I love your input on the Evangelist part. What other companies do you think have strong Evangelist who are passionate about their cause...Go for it Pepper drop the wisdom.

    Is there anything I can do for you?

    Your Servant, Deremiah, *CPE
  • Posted by Pepper Blue on 11/18/2004 at 10:25 PM Member
    Deremiah,

    Here are some companies that have legions of evangelists:

    Lexus- Most Lexus owner are on their 2nd, 3rd, 4th and will never own another vehicle.

    Volvo - For life. I know families who are on their 3rd generation of Volvo ownership.

    Starbucks -c'mon, $2-$5 for a cuppa joe? And they aren't slowing down.

    Apple - Their computers and the iPod. The great fear of an iPod owner is losing their iPod, and when they do the first thing they do is go drop $400 on a new one.

    Harley-Davidson - Like there is even another motorcycle you would consider owning.

    O.K. that's just a few, gotta run!

    TP


  • Posted by Deremiah *CPE on 11/21/2004 at 12:19 AM Author
    Pepper Blue,

    Excellent input...

    I really appreciate the involvement that I have gotten from everybody. You all have made this a lively and interesting question.

    I wonder how much others have enjoyed, hated or loved this question?

    Is there anything I can do for you?

    Your Servant, Deremiah, *CPE (Customer Passion Evangelist)
  • Posted by Deremiah *CPE on 11/21/2004 at 12:24 AM Author
    MAKE A BOLD MOVE...

    In the next 48 hours I will be closing this question for good if you know anyone who might believe could lend some interesting insight to this question please contact them. Otherwise it's "a done deal" and if you like this question you might really love this one... https://www.marketingprofs.com/ea/qst_question.asp?qstID=4115
  • Posted by Deremiah *CPE on 11/21/2004 at 11:39 PM Author
    24 hours Till close unlESS someone thinks there are a few others who might desire to post soon...

    Your Servant, Deremiah, *CPE
  • Posted by Deremiah *CPE on 11/23/2004 at 5:09 PM Author
    The Final Hour is here...sorry but we've learned alot and I got to go. See my other questions and get involved.


    Mocando,

    you got in before the seventh hour. You are the 7th disciple of marketing. You have opened our imaginations and with you knowledge silenced our fears. Tele-Evangelist would learn much from you and all the others.

    I would like to send a shout out to my posse,

    Wmma
    Frances
    Peter
    Mac504
    Michele
    Chris B
    Jim D
    SRyan
    Bobhogg
    Pepper Blue
    Mocando

    You deserve the points and thanks for having the courage to get involved. Nothing changes until we do but when we do other things change. Is there anything I can do for any of you?

    Your Servant, Deremiah, *CPE (Customer Passion Evangelist)
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