What do your clients LOVE?

What do your clients love? That's the million dollar question, isn't it. If we all knew and understood exactly what makes our clients buy from us, it'd make life plenty easier.

There's lots of theory out there about this, and we can all spend lots of money with all the so-called experts that promise to enlighten us. I think it's a lot more simple and basic than we think.

To prove this, I look at myself and my buying habits. Admittedly, I am not very price-concious. I have a general idea of what things cost, and if a vendor is around that number, all is well. I also tend to be pretty loyal. It takes a lot for me to switch vendors.

What might make me switch? Well, that's happened. And when it's happened, it's typically because the vendor left me with the impression that my business didn't mean much to them. I felt "unimportant".

So, what do I love? I love when a vendor lets me know that the order I placed wasn't in stock, but here's when we can expect it. I love when they call me right away when they have a question about an order. I love when they give me options. In short, I love when they make me feel important.

So, how are you doing when it comes to making your clients feel important?

The Medium is the Message...

According to Wikipedia, "The medium is the message" is a phrase coined by Marshall McLuhan meaning that the form of a medium embeds itself in the message, creating a symbiotic relationship by which the medium influences how the message is perceived.


Simply stated, if you choose to promote your business by the cheapest means, people will perceive your product or service as just that...cheap.


Email blasts are a good example of this theory. There are few methods quicker, easier and cheaper than firing off a quick Constant Contact message, reaching your intended audience at the speed of cyberspace. Most are discarded before even being read.


Email blasts and the like are fine when used as part of a multi-layered, professionally managed marketing plan.