Some of the best marketing is done from the inside out. If you follow Sinek and his teachings then you certainly understand what I mean.
The culture of a company is as important as the products they sell. Zappos is a great example of this. Yes they sell shoes. But a specific shoe isn’t what keeps a customer coming back to them. It’s their ideals that inspire loyalty.
With every Zappos purchase, customers don’t just get a shoe. They get the great feeling that comes with having someone cater to your needs and have them care what you think of them.
It’s analogous to falling in love with a person just because they make you feel special. They aim to please you with even the faintest of details. If you’re happy then they’re happy. You can’t quantify this feeling. All you know is that it’s amazing and it makes you feel good.
And with great customer service, automatic shipping upgrades, and no-hassle returns, Zappos makes you feel GOOD. This all starts from the inside out. They built their culture from the inside by hiring only those that care. And it radiates brightly through all their actions.
From the inside out. The way it should be.