4 PILLARS of modern marketing success
5
• honour a recently expired coupon; think big picture here. Not doing so will cost more in the long run, like your reputation. I've seen a few Groupon fiascos go south. NOT GOOD.
• accept a return a couple days after the return period – and be understanding about it.
• if it’s a big-ticket purchase, provide little extras with after-purchase care (ie. free wi-fi and gourmet coffee while they wait)
The point is to try to see what your customers go through on a daily basis and how your business fits into their daily lives. You want to make that fit as seamless and effortless as possible. Do this and you will stand head and shoulders above the many other businesses are too stubborn or lazy to bother making the little effort needed to be remarkable. Remember every interaction leaves an impression.
Authenticity
Customers can smell phony a mile away. Don’t be a stinker. I think many businesses fall into the trap of trying to please everyone, and in doing so, they don’t really connect with anyone. You want to focus your efforts to please your best customers and keep them coming back. They are your biggest assets.
Find out what makes them tick: what do they like about your business? What makes them come to you rather than your competition? Use this to build relationships through authentic interactions that matter to both you and to them. Knowing your purpose (see Clarity) helps with this.
When attracting new customers, it’s also important to know your target market quite intimately so you can find a common ground between what resonates with them (ie. what makes them care) and your business. And again – I cannot stress this enough – you are not targeting EVERYONE! Choose your target market (you need to check out next month’s issue!*) carefully then cater to them. You will see how far authenticity goes to building up a core customer base that won’t hesitate to recommend you to family and friends.
THE 4 PILLARS:
1. Consistency
(both in terms of timing and branding)
2. Clarity
(know your purpose, what problem you are solving)
3. Responsiveness
(top notch service – whether they are customers or not)
4. Authenticity
(be genuine, let your brand essence show in all you do)
* The entire next issue of The 20MM will concentrate on learning as much as possible about your target market, such as where to find them online, tips to discovering their interests and how to best connect with them.
Don’t miss it!
COMING IN JUNE
Subscribe at:
www.theroguepeamarketing.com
TAKE ACTION!
Use this 20-minute exercise to integrate the 4 Pillars into your business's everyday activity.