Thank you. Two simple words we all love to hear.
They say the most powerful word in advertising is "FREE." Okay, hard to argue with that if something you're advertsing truly is free. However, I read an article on marketingprofs.com the other day that reminded me that two other words in our advertising vocabulary can be equally as powerful and have a more LONG TERM effect than free. FREE tends to promote immediate action. But while immediate results, i.e. traffic, are important, long term relationship-building is equallly, if not MORE important for long term growth.
80/20!
We all know this maxim; 80% of your business comes from 20% of your customers. It's called Pareto's Principle (or the Long Tail). Analyze your data and it's probably true. Or just don't waste your time. Believe it, and do this this. Send out monthly emails to your customers, every now and again don't try to sell them anything. Just say THANK YOU... thanks for being a loyal customer. No special offers, no coupons... no nothing. Just THANK YOU for using us, buying from us, trusting us, etc.
As hard as it may be to do this, trust me. They will love you all the more, and they will probably tell their friends what a great company you are. Sometimes in business, we lose track of the fact that we are dealing with people. Real human beings who, like all of us, respond to simple emotional connections and engagements.Yes, a simple "Thank you". Thank them for a recent purchase, or for being a loyal customer, or both.
Sometimes goodwill trumps good offers.
It's not always all about sell, sell, sell and buy, buy, buy. It's about making connections. humanizing your brand. So take a time out every now and again and just say thank you. It's easy, and it could pay big dividends. They'll tell their friends, and they'll tell their friends and... well, you get the picture.
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