Overheard at my local coffee shop: “Nothing can happen to me that I can’t drive away from.”The guy was describing how he lives in an RV. While not technically true (try driving away from food poisoning sometime), I admire the look-on-the-bright-side attitude!Have I told you about my local coffee shop? Here’s a picture:It’s literally a shack that serves coffee, pastries, and the occasional wheatgrass shot. It has no website of its own.If you need to use the bathroom while you’re there, I hope you enjoy using a stinky porta-potty, because that’s what the facilities are!Their espresso is the polar opposite of the fancy short pulls and shot glass of soda water you get at trendy coffee places. It’s a loooong pull, which I personally like but I suspect coffee aficionados would find to be very pedestrian.I love this place, even though to a lot of people it looks like a dump.Marketers are often very concerned with what’s known as their service or product’s Net Promoter Score (NPS). This score is generally derived from responses to the following question:Considering your complete experience with our company, how likely would you be to recommend us to a friend or colleague?My personal NPS for my local coffee shop is 9. (It gets a 9 instead of a 10 because I wouldn’t recommend it to a known coffee snob friend 🙂 )That makes me a “promoter” because I score a 9 or 10 on that question. 7’s or 8’s are considered “neutral”, and a 6 or less is considered a “detractor”.A high NPS is often correlated with strong word of mouth for a product or service. I think it goes without saying that it’s worth trying to achieve a high NPS for your business.High NPS products or services are less interchangeable. I might recommend the flour I use in baking, but probably not because it’s very interchangeable with other flour as far as I’m concerned.How interchangeable are your services and your expertise?If you’d like help making them less interchangeable, check out: http://thepositioningmanual.comTalk to you soon,-P
Insight for Indie Consultants
Daily emails that inform, encourage, and provoke.