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There are a number of recent marketing books that talk about how companies can build their reputation by deepening customer relationships and encouraging good word of mouth. The authors each identified a special type of person that is a catalyst for the spread of an idea. In The Tipping Point, Malcom Gladwell calls these people “connectors.” In Unleashing the Ideavirus, Seth Godin calls them “sneezers.” In Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force, local Chicago authors Ben McConnell, Jackie Huba, and Guy Kawasaki use the term I like best—“customer evangelist.”

Each of these books have their own examples, theories, and rules-of-thumb but how does an emerging software company create their own customer evangelists? How about improving customer productivity on your product?

The path toward evangelism

While your company...

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When you think about your paper marketing materials, what comes to mind? Brochures? Business cards? Specification sheets? What about your product documentation?

Even though electronic documentation has many economical and environmental advantages, paper documentation has attributes that can make it an excellent vehicle for marketing your brand. Paper documentation is physical. It has weight; you can put it in someone’s hands. You can show it to someone at a trade show. Your sales rep can give it to your prospects to demonstrate that you have a robust product. It will sit on the user’s desk subtly establishing your product to those who pass by or visit the user’s cubicle. It communicates to your customers and prospects that you have a mature product with good technical support.

Although paper documentation is more expensive than electronic documentation, ...

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