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.