Customer Loyalty

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As part of our preparation for lauching Roadmap to Revenue, we just created three new videos. I wanted to share them with you.

Now that I am comfortable talking to a camera lens, I am eager to do more. All sorts of topics keep popping into my head. Let me know if you would like me to address anything specific. I hope you find them helpful.

The Truth About Your Brand

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There's a point in a successful business where you shift into liftoff mode. Looking back, you can tell where it started, but it's tough to identify when you're in the middle of it.

If you're just starting out, or if you know you haven't lifted off yet, take heart. No matter how hard you're struggling now, you can get to the liftoff stage, and continue to climb.

To stay within our flight analogy, the first thing you have to figure out is where your customers want to go. You already have some idea of where you think they want to go, and you already may be trying to take them there.

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If the business world were a neighborhood, marketers would be the ones with the nice house and a manicured garden. They would be social, but in a well-dressed, somewhat formal kind of way. Marketers are, on the whole, somewhat reserved. Their job is to show the good sides of a company, and control the "messaging" associated with the company. The public face.

It was pretty easy to control that message back in the stone age of traditional one-way marketing, before the web. It was even pretty easy to control that message after the web and email marketing settled in. If marketing was a party, the party was still dignified and respectable.

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I'm in a country at the moment where there is a very large divide between "the rich" and "the poor." The unemployment rate is estimated to be at 40%. Yet, in many areas, the malls are packed, and hotel suites in the city near the water go for $1500 a night. [Note to readers - after getting quite a bit of response on this point - I am NOT talking about the United States. I'm about 8,000 miles from the U.S. at the moment. - kz]

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"I know, I know," the child says, grabbing a tool from his father, who is partway through showing how it works and what to do with it. But something goes wrong as the child tries to use the tool. He stops and mumbles, "Must be broken." He is reluctant to admit that he really didn't "know," and that he really hadn't thought it all through, and he shouldn't have been so hasty. He doesn't want to admit that he could have learned something from his dad after all.

Fast forward thirty years. Now the child owns his own business. "I know, I know," he says, interrupting the customer. The customer, an expert in his field, is trying to explain his needs. But the business owner doesn't want to hear it, because he "knows."