How to create product Evangelism

The word Evangelism is derived from the Greek words of ‘good news’ And in our modern world, product evangelism explains how a product or service improves people’s lives. It is believed that Guy Kawasaki, the former chief evangelist of Apple Computer, is the father of evangelism marketing.

The driving force behind the concept of evangelism marketing is a simple fact that individuals want to use a product or deploy a service to make the world a better place. And the most ardent product evangelist is your customers. They spread the word about your company’s product or services, not for goods or money, but out of pure belief in what it has to offer to the world.

Evangelism for tech companies

A technology evangelist employs evangelism marketing to build a mass of support for your tech tool or software. This is accomplished by demonstrating the benefits and potential uses of your technology to help others understand how they can use it for their benefit.

It is true that the fact of evangelists not being paid or associated with any business makes their word or beliefs perceived by others to be more credible, but it is not suited for your product or service if it is not great. And if you are a small or midsize company, making product evangelists a part of your marketing strategy to assist your sales force, helps save most of your advertising budget.

And if we are talking about individuals from within a company to evangelize technology, then keep in mind that stakeholders, executives, investors, managers, and colleagues can be product evangelists as well. Evangelism marketing requires ‘the suspension of disbelief’ so you need to make sure that your team deeply believes in and understands the value of your product and that they can communicate this value and believe to others.

How can you help your team communicate this value and belief to others?

  1. Create a product vision and share it with your team, for example, show them where you see this product in the next 2 years.

2. Share the credit. Make your team view the product as their product, and not just yours. They too have made an extraordinarily strenuous effort in bringing this product to life.

3. You created this product because you wanted to help people somehow. So there was a pain point which led you to create this product, share the story behind this customer pain you are addressing. NeoDove is an apt example of this. Our founder- Arpit Khandelwal and Ankit Agarwal found an inherent need for a solution which was not being met.. Most of the tools catered to high tech-savvy organizations and when it came to MSME there was nothing in the offering or were under par. There was no single place where we could find a tool that met all our needs and we resulted in spending money in using different tools . Not only loss of revenue but also time and productivity shifting through various tools.

NeoDove was built to change all of that. It was built so that all the sales needs of your organization could be met and you can spend time on the things that matter most to you- closing the deals.

4. If you learn something new or encounter a problem during a user test or a personalized demo, share this new finding or learnings with them.

5. Learn how to give a successful demo. But remember you are not teaching them how to operate the product, you are trying to show them the value of the product. In NeoDove, we insist on giving live demos so that most of the queries are resolved then and there.

6. Show them that you have done your homework, by being an expert on your market, knowing your competitors and keeping up with relevant trends.

7. And finally, be genuinely excited about your product.


Make Something Great

It’s really hard to evangelize something meaningless and with absolutely no benefit. So to be an effective product evangelist, find or create a valuable and differentiated product or service.

Learn to give a demo

After finding or creating a great product or service, you need to acquire the ability to do an equivalently great demonstration. This is what helped Steve Jobs become one of the world’s greatest product evangelists for Apple.

Mind your ethics

“Is your product or service truly good for the other person?” And there is absolutely nothing wrong with saying no! Apart from the fact that lying is ethically and morally wrong, evangelists never lie about the features and benefits of a product. They know their stuff and they believe in their stuff. So to evangelize a product, have some intellectual honesty, even if it involves telling people that no, your product or service is not good for them.

Talk to your target audience

Today, social media such as Facebook, Instagram, LinkedIn, Twitter, and Google+ has made product evangelism conveniently easy, fast, and free. So use these platforms to connect with your customers and reach out to potential customers quickly and effectively. Listen to their concerns and help to tackle them, answer their questions, share information and analysis, provide assistance, and offer value to them. You can do that through live videos, webinars, sharing infographics, and so on.

Let them test drive

Product evangelists believe that their potential customers are smart and they know that their products are really good, so they are not afraid of letting people try out their product or service, before buying it. Especially for tech tools and software, potential customers don’t really fall from the bludgeon of ads and promotions. They prefer to comfortably test the product and then decide for themselves.

Personalize your customer service

Personalizing your customer service makes your customer want to come back again because it creates a sense of familiarity with your customers. It makes them feel like they matter to your business. So get to know their first names and what they do, reengage with them regularly and thank them for choosing your product or service.

Maintain Consistency

Dedicate a company representative or an account manager to a number of customers. They should keep track of information related to your customers, their current status, their transactions, and other relevant info. This way you can better serve them and show them they are valued to your business.

Provide Accessibility

A good level of accessibility means that even customers short on time can still easily access a great service experience. And the more you are accessible, the more you can interact with your customers. Create profiles on different platforms, provide contact information, and an email and use every possible means that customers use the most, to meet customers where they are when they need you, and on any device.

Ignore the disbelievers

There is really no point in wasting your time, if a person doesn’t get or believe in your product or service.

Product evangelism is not selling and it is not self-promotion. It’s sharing the best of what your company has produced to help others benefit from it. And if you have got something great to offer, evangelism marketing can be seen as both an opportunity and a responsibility — that falls to everyone involved with the product. Flawlessly demonstrate how people can use your product and communicate the value behind it. Enable potential customers to notice, test-drive, and feel comfortable using your product. And let them decide to try your product or service.




NeoDove is an end-to-end tech-enabled business communication and reporting platform. Meant for vertical and horizontal communication.

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NeoDove is an end-to-end tech-enabled business communication and reporting platform. Meant for vertical and horizontal communication.

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