Marketing With Purpose Kit: Beyond Transactions—How to Create Customers Who Evangelize Your Brand

**SPEAKER_2** (0:04)
The Bliss Business Podcast, the show about empathy, connection, and consciousness in business. Today's episode is brought to you by Zero Company, your paid search, social media, and programmatic ad experts.

**Stephen Skacz** (0:17)
Well, come back to The Bliss Business Podcast, where we explore how to build love into scalable systems. I'm Stephen Skacz here again with Mike Lischke and Tulio Saragusa. Hey, guys.

**Mike Lischke** (0:30)
Hey, Stephen. Good to see you again.

**Tulio Saragusa** (0:32)
Good to be back.

**Stephen Skacz** (0:33)
Good to see you, man. Mike, what are we talking about today, Mike?

**Mike Lischke** (0:36)
Yep, exactly. So our big question for today is, why do people evangelize some brands and then completely ignore others?

**Stephen Skacz** (0:46)
Yep. So most marketing is focused on getting customers, but the best brands don't just get customers, they create evangelists. They build something people love so much, they feel compelled to share, to talk about it, and to promote it without being asked.

**Mike Lischke** (1:04)
Yeah. And this isn't just luck that they happen to do this, right? It's not about having necessarily just the better product or because they're spending more on advertising. It's really about understanding human psychology, emotional connection, and the power of storytelling.

**Stephen Skacz** (1:22)
Yeah. And today, we're going to break that down a little bit. You know, why people share, how great brands create movements, and what you can do to make your customers your biggest advocates.

**Tulio Saragusa** (1:34)
And so, here's a little teaser to get this started. When people evangelize a brand, it's not about the features and benefits. It's because that brand reflects something they believe in. It becomes part of their own identity. That's when you know you've moved beyond marketing. That's when you're in the realm of meaning. So, that's the key thing that we want to discuss.

**Mike Lischke** (2:01)
And for example, if you yourself have asked the other question, or you're wondering, like, why isn't my marketing working like that, right? Stick around, because that's exactly what we're going to talk about on this show. And we're going to highlight what the missing piece is.

**Stephen Skacz** (2:19)
Yeah. So, let's start with this. So, why do people talk about brands at all? I mean, what makes someone take the time out of the day to tell a friend, hey, you have to try this, you know? I'm not just talking about the word of mouth that is like, oh, these guys did a good job on my repair or my installation, right? We're talking about how we go beyond satisfied customers to actual evangelists of your company.

**Mike Lischke** (2:45)
Yeah, exactly, Stephen. So it comes down to meaning and connection, right? People sharing things that align, number one, with their values, that excites them and that make them feel like they're part of something a lot bigger.

**Stephen Skacz** (3:02)
Yeah. And I want to repeat that again, like meaning and connection. So, you know, when we recommend something coming from this place, we're not just saying this product is great. We're saying this speaks to me. It reflects something important to me, whether it's, you know, quality or innovation or sustainability, compassion, or even a shared mission. You want to focus on that meaning and connection.

**Tulio Saragusa** (3:26)
I've been thinking about, like, people that even like, when I make a recommendation, like as we're talking about this, I'm like, I never make the recommendation about the outcome. Like, I have a trusted mechanic that I work with sometimes, who's actually my neighbor. And on the Facebook group for the neighborhood, sometimes someone will ask me, is there a good, reliable, trustworthy mechanic? And I never say, you know, oh, yeah, go to James.
He's a great mechanic. He knows how to do this, that, and the other. I always say, James is your guy. He's trustworthy and fair, right? So it's the experience that I'm evangelizing about him, that he's trustworthy and fair, and he's reliable. It's not that he's a great mechanic because he is. I never talk about, oh, he did this, and it's more like the experience. And that's, you know, if we all really dig in and identify when we evangelize a brand, it's always some experience, something that matters to us. To me, it matters to have people that are trustworthy and reliable in my life. It's something I value. Integrity is a big, a sort of term of mine. So every one of us will have it different. But I just remember as we're talking about this, like, yeah, it's never about the features. It's about the feeling. Yeah.

**Mike Lischke** (4:41)
Yeah, that that connection, that feeling creates that connection and puts meaning behind it. So, you know, that's why people don't just buy brands when they get something right, right? They end up really adopting that brand. It becomes part of who that person is, right? They wear them, they talk about them, they'll even defend them. You know, that's why some probably will say, you know, I'm a Mac person or Patagonia. You know, that's what the brand that I wear or even specific. Like, I will never drink this plain grocery store coffee, but, you know, I have coffee from this particular store.