Love Your Customer
Saying "I love you…"
…to your customer is appropriate 365 days a year.
In marketing, every day is Valentine's Day. The ongoing romance of your customer is a never ending process. Our customers are constantly being courted by our competitors. Our job is to flirt, to woo and to seduce.
“Advertising is a seduction, not a debate.”
–David Ogilvy
Many a marketer is are too much of a cad, making a sale and then disrespecting the customer. However, when the most expensive cost in marketing is making your first sale, this is a mistake. Business make bigger profits on their second, third and fourth sales.
If marketing is an invitation to a purchase, your brand is your ongoing relationship. Your brand is the magnetism, your attraction factor and is most magnetic when expressed as authentic love.
"Love is metaphysical gravity." - R. Buckminster Fuller
Your brand is not your logo, not your color-palette. Your brand is your relationship with customers and prospects, their desire to do business with you again, and again.
Branding is about setting up your back end. You don’t want to just make a sale, you want to make several sales in a row to the same customer. You want to think two sales ahead. You want your customer to crave your next product.
Branding is an endless seduction. Need inspiration? Watch the movie 50 First Dates. You are constantly seducing your customer and demonstrating why they love you and need more of you RIGHT NOW.
- By Ben Mack
Ben Mack is an American Marketing Association EFFIE award winner, a Magic Castle award winning magician and a former Senior Vice President at BBDO and WestWayne. Mack was worked on brands from Cingular to Rolls Royce and is credited with having created the yo-yo craze of 1998-2000.
Mack shows readers how they can brand themselves without the hundreds-of-thousands or millions of dollars brand development costs with the Big Advertising Agencies. You can brand yourself for $0. The less you spend on marketing the more you need branding. Read more here…
