Lots of marketing people do it. Do you too?
You create imaginary people and give them cute names like Adam the Administrator or Carol the Coordinator. You give them a job and a family, and some hobbies as well. Then, you paint targets on their chests...
Customer satisfaction can disappear as soon as a competitor comes up with a better solution, or has an equal product at a lower price. This is happening with regularity across many markets. The best answer to this trap is to create loyalty.
Your ideal customers are the key to your brand's success. They're the 20% of customers and prospects who will account for 80% of your profits, satisfaction and referrals. So how do you discover who they are, and how to get more of them?
In many SMB and B2B markets, a modest investment in your brand can translate into a huge market advantage. Because a large percentage of your competitors have weak, under-developed brands. Read more to understand why, and how you can exploit this opportunity.
Author Mark W. Shaefer believes the exponentially growing supply of marketing content will soon outstrip our ability to pay attention to it, and the growing cost of producing compelling content will soon outstrip our marketing budgets. I'll explain how your company can thrive in the era of content shock.
When you grasp what makes your customers true believers, you have the key to attracting more of them. And you have a well-defined mission to direct you and your employees every day.