Marketing Words of Wisdom on Customer Retention

Keeping Good Customers

The world in which marketing takes place has changed, and continues to change at a rapid pace.

Customers, customer needs, and the motivations for making purchasing decisions are also changing. Often at an equally rapid pace.

Plus, the natural loyalty of customers is becoming a thing of the past, not just because customers have become more fickle but also because a large majority of organizations do not exhibit tendencies that deserve customer loyalty.

Here are three pieces of advice from our new book Marketing Words of Wisdom that I regularly give to clients on how to build customer loyalty and keep good customers:

Rational marketing ignores half a customer’s brain.

Customers buy for both rational and emotional reasons. Persuade by reason, motivate through emotion.

This is the Yin and Yang of marketing.

▲▲▲▲▲

The secret to Customer Retention Marketing is TLC (think like customers).

▲▲▲▲▲

A person or business is not your customer until the second time they buy. The first time they purchase they are merely a trial user.

 These are three steps that any business — particularly smaller businesses and start-ups — can put to immediate use to build a loyal customer base and convert trial users into good customers.

For more of my thoughts on how to use marketing as a business driver, Marketing Words of Wisdom is available at Amazon in both paperback ($5.88) and Kindle ($2.99) formats

Note: Marketing Words of Wisdom will be specially priced at just $0.99 in Kindle on July 28 – August 1.