Years ago, when I worked at a pub, I quickly learned that regulars would get upset if I didn't remember their order. At the time, I didn't understand why, but now I realise it's because I was sending the message that they were just another customer to me. Conversely, when I did remember a customer's order, [...]
When I was a child and I first heard Never Gonna Give You Up, I thought Rick Astley was singing about love. Now that I’m older and wiser, I realise he was actually giving us marketing advice. Never gonna give you up Never gonna let you down Never gonna run around and desert you Never gonna [...]
What you give as a business is what you get back. That doesn’t necessarily apply on an individual level – for example, if you give eight units of attention to a particular customer, that same person may not give you exactly eight units of business in return. But it does apply on an aggregate level – [...]
Your small business has happy customers, right? In that case, ask for testimonials, because happy customers will generally say yes. Ideally, you should ask for video testimonials, because they’re more credible than written testimonials. But don’t ask random questions when you’re interviewing these happy customers on camera. Instead, think about the information you want them to [...]
Written testimonials are wonderful. Good written testimonials are even better. ‘Good’ testimonials are ones where your existing customers make the sort of comments you know will impress potential future customers. That’s when testimonials get transformed into even more powerful marketing. The best way to get good testimonials is to nudge your customers in that direction. If [...]
Your customers are telling stories about you behind your back. Those stories are marketing: Positive stories = positive marketing Negative stories = negative marketing You can choose to see this story-telling as a threat or an opportunity: Threat = people will say bad things about my small business Opportunity = we can influence customers to spread [...]
All it takes is one special touch to make your customers remember you forever and rave about you to their friends. This special touch doesn’t have to be expensive – just different and heartwarming. The reason one special touch can be so powerful is because of a thing called the peak-end rule, as Chip & Dan [...]
Have you ever worked with suppliers who aren’t responsive? Have you ever worked with suppliers who don’t give proper answers to your questions? Have you ever worked with suppliers who don’t seem to care about you? I have. The thing about poor customer service is that it’s poor marketing. Every time suppliers act like it’s your [...]
What happens when you treat your customers well? They become your advocates – in other words, your unpaid marketing representatives. The good news is, you don’t have to deliver six-star service to impress customers. People are impressed when simple things get done well and done repeatedly. That’s why looking after your customers isn’t only right from [...]
Don't make the mistake of thinking that marketing is solely an external exercise. Small businesses should also market internally to their staff. Take the time to explain to them your company’s values, mission and purpose. Why? Because if your staff really buy into what your company is about, they're going to deliver better service and be [...]
