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Engaging customers with a cause

Make sure they are believers- When your customers are able to identify with your mission they will be willing to pay more because they are emotionally more satisfied with the results. Thy like how they feel when they support a good cause. As the link deepens, reinforce it by continually positioning yourself in the front lines of the cause.

Only use causes you really believe in- Sometimes getting behind a cause means breaking the conventional rules of business, such as paying more for what you are getting, building more expensive equipment, donating to charities. If you are cause oriented or have a mission then sometimes the best way to engage customers is to not follow tradition, but instead, make a profit by breaking all the rules. However, this will only work if you are really cause oriented.

Constantly educate- One of the best ways to engage customers is to constantly educate them about what you have to offer, and cause you are supporting. In order to do this you have to use every available technique out there to reinforce your message, over and over again. Can you promote your message directly on the product? Can you get kids and adults involved? Can you create a website and blog to reinforce your message?

Samples- Hands on is often one of the best ways to gain customer engagement. A cause is important, but they still need to experience your product, and sampling is one of the best ways you can do this. People have to like your product in order to get behind the cause you support with it.

Get creative- Creativity is a great way to engage customers. You want them to be familiar with your cause, and interested in your samples, but more than that you want them to hear your message and embrace it. They will remember it better if you are really creative in your delivery.
Wide appeal- If you want to succeed in business, you have to have a wide appeal. This means that you need to align yourself with a cause that even if not actively pursued, is widely accepted. You do not want to get in over your head by trying to fight a political or social war, or go against something that is well established as accepted.

Don't deviate- If you align yourself with a cause, you are going to gain many customers that also support that cause. Thus, if you stray from it, or deviate from the cause, they may quickly go from brand advocates to cynics. You do not want customers questioning your authenticity because you are not 100% committed to your cause. Thus, find a cause you really are committed to, and get behind it, stay behind it, and do things regularly that prove your commitment to the cause.

A cause is a great way to attract a customer base, and give them extra incentive to buy your product over another.

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