Last week I talked about knowing who your promoters are and what triggers them to actually talk about you. The same lesson came up again when we worked with a major Japanese car brand – but with a whole new twist. We found three distinct types of promoters, each with very different motives for recommending a brand. We nicknamed them the Guru, the Bulldog, and the High Priest. The Gurus were car experts. They knew EVERYTHING about cars. They asked you a million questions and then recommended the car that would be a 100% fit. The Guru’s driver was respect they received for their knowledge. No amount of incentives would make them change their opinions or recommend something they did not believe in. But give them interesting information or even let them on some of your secrets, and they would talk. The Bulldogs were made of pure loyalty. They loved the brand with all its quirks and twists. They would recommend the car even to the king if they met him. Bulldogs worked harder than some sales reps.…