Marketers always act like they know how us the consumer should behave. They see gadgets and gimmicks wondering if finally one will be the marketing holy grail. A way to always reach us and make convincing us to buy something will be fail proof. So yes basically the holy grail of marketing is to have us consumers mindless obedient drones buying what they tell us on command. Luckily that is not reality.
One of the problems I see with marketing and advertising is they start from the wrong direction. They create something and think ‘Consumers are going to love this’ and normally we don’t. So to turn this around from a Consumer’s view here is what we want from you. A great product or service is a place to start. But when it comes to our relationship:
“Make it easy to do business with you.”
Let me do business with you how I want to. Ask me how I want you to communicate with me. I prefer Twitter over Facebook, Debit/ Credit over PayPal, Real Maple Syrup over High Fructose Corn Syrup. Make sure your website works or your storefront isn’t some crazy shopping experience.
“Respect me. Acknowledge me. Don’t be pushy.”
Say hello and thank you. Remember me if I come in often or talk with you on Social Platforms often. I know you are there. Don’t keep forcing your way in front of my face. Ask if I need help then give me your name if I don’t. Don’t keep asking. Seeing your Brand on TV, Billboards, Print, Sports Sponsorships, etc is not going to increase how often I buy your stuff if your stuff isn’t that great to begin with.
“Make my experience worth it.”
Strive to make the best product or give the best service. I should be thinking how great my experience is even if that means minimizing something like how long I have to wait.
“Be honest and transparent.”
Don’t lie to me. Don’t hide things. Be direct with me. I want to know exactly what I am buying whether it be a service or a product. If the fish is on special because it has to be ‘moved’ before it expires….I want to know this.
“Be a good community member.”
Remember I patronize places and people I like. Show me I am valued for more than my money. Show the town you are in that you are thankful for being part of it.
These five tips will trump everything else you do. It will guarantee good will and word of mouth. It will ensure you give yourself a chance at a long lasting relationship with each customer. And trust me, it is much more profitable to keep existing customers coming back than to keep having to find new ones to replace the ones you lost.