At this very moment, you have the power to fully engage your clients. I mean engage your audience in a way that turns them into brand ambassadors. And you can do so in a single marketing email.

Just one.

We like to call this technique The Choose-Your-Own-Product Model.

Remember the old choose-your-own-adventures books? Those Goosebumps titles where the reader could decide where the narrator would go and do?

Kids gobbled those up. So did their parents. And for good reason. The buyers didn’t simply enjoy the product’s user experience. Instead, readers had a stake in what would happen.

When you give your audience a say in the way your business rolls out products and services, you create an evolution. A buyer transitions from customer to stakeholder.

When it comes to building brand ambassadorship, this transformation is vital.

Yes, it seems counterintuitive. If a small business owner cedes control of product development, won’t innovation and foundation-shifting solutions fall by the wayside?

Not at all.

We’re not suggesting that you fork over your entire company to its constituents. We’re going to show you how to keep your finger on the buyer’s pulse. And ascertain exactly what they need from you in the future.

Here’s The Bottom Line…

Before we show you how to give your buyers a larger stake in your business, know that you’re doing so for two reasons.


We don’t want to sound mushy. We really don’t. But here’s the thing: your buyers need to feel as if they’re a part of something. That’s one of the principal reasons that consumers choose a small business over a corporate sweatshop.

Your buyers yearn to belong, even if you don’t sell a membership-based service.

Think about the new moms and dads who buy cloth diapers from The Diaper Fairy in Louisville instead of Target’s brand. Think about the bar patrons who pay a little more for local brews and bypass Budweiser.

These customers may not be aware of it, but they have joined a community.

And if they feel as if they’re a part of your business—that they have a say—then they’ll tell their friends and relatives to take part.


Yeah, brand ambassadorship. There’s nothing quite like it. Not in terms of stimulating growth.

Thoughtful, audience-centric marketing will take you very far. On the other hand, testimonials are never questioned. Human beings are prone to take the advice of those they admire, their friends and family.

Give your people a say in what you do, and that’s when testimonials/brand ambassadorship becomes an abundant resource. And one that triggers escalating, compounding financial growth.

Who’s Using the Choose-Your-Own-Product Technique?

You might recognize her from the commercials that air in North Carolina, Ohio, and Florida.

One of this year’s presidential candidates utilized this technique. ^That one does.

OK, we know what you’re thinking. This is someone who is running to be the leader of the free world.

And it might make you feel a tad uncomfortable that her campaign team would give millions upon millions of voters a say in such important dealings.

Politics aside, this technique is about marketing engagement. It has nothing to do with policy and everything to do with making voters feel as if they’re a part of a community.

In the image below, you’ll see how a marketing team properly engages an audience.

Email recipients are invited to select the next campaign button. It’s really as simple as that, but the results are profound.

What’s Going On Here, Exactly?

Audience engagement happened. And in just one email. With a click of a mouse, the audience felt as if they had a say in something massively important. Someone heard their voice and not only took note, but took action.

This one simple email…

  • Nurtured a community, and made them remember that they believe in something that impacts everyone.
  • Gave the audience a stake in something highly important. Even if you don’t give your audience a voice on something major such as product development, you can still ask their opinion. (Maybe which logo they like better.)
  • Started a conversation. Anytime there’s a dialogue, it’s a good thing. There’s simply not enough talking going on out there, especially about how businesses operate and treat their constituents.
  • Made recipients feel warm and fuzzy. That’s what community and engagement is all about.

So How Can You, The Small Business Owner, Use This Technique?

So you’re not Hillary.

You’re not even on the ballot (chances are.)

But you don’t have to deal in politics to create growth-stimulating audience engagement. As a small business owner, you can achieve similar results in a simple, straightforward email.

Here’s how.

  • Come out and say that you want their point of view. Don’t dillydally. Let them know what you’re doing and why you’re doing it.

That might look something like this:

Hey Jim,

We’re about to unveil a new logo on our website. Since you’ve done business with us before, we want you to have a say.

Your opinion matters to us. After you and our other customers make your choice from the options below, we’ll let you know the winner. Look out for that email next week.

  • Remind them of why they’re so important to your business, and HOW they’re the future of all your endeavors. (In short, these people matter. Prove it to them.)

That might look something like this:

Hi Penny,

When you first purchased Product X, we welcomed you into our company family. We hope you know that we’re always here to help. Drop us a line some time—and let us know how Product X is working out for you!

Since we value your input, we’d like to know your thoughts on our new product coming out next month. Will you give us your valuable opinion? Let us know which option you like best.

  • Tell their stories.

That might look something like this:

Daniel, we really like you.

Not just because you’re our customer. We love your story. When you bought Product Z, you had a vision in mind. You wanted to accomplish XYZ so you can ABC.

We value your story. And we also value your opinion. Next month our company unveils a brand new product—a product made for people just like you.

And we’d love to know which version would benefit you the most! Let us know your thoughts!

The question is…

Where are you in your marketing funnel?

This will make a huge difference in the way you engage your audience. Click here for a free consultation. We’d love to know more about your plans.