Painting With Words
Your words attract either transactional or relational customers, so telling the story of your business well is crucial.
In many cities, spending a dollar reaches somebody with 60-second ads three times a week for a full 52 weeks.
Both bird feeders and ad campaigns will typically fail to attract their intended targets for similar reasons.
Just because you need Google to succeed doesn't mean it alone can put you in a leadership position.
Is mass media a farce? Maybe. Or is there another way to get the right people to do what we hope them to do?
How do you sell something people resist thinking about? For example: funeral homes.
Forget gifts or incentives. Instead, focus on rewards for loyal customers.
Sending staff to help customers without training is like abandoning them.
Relational buyers are more profitable and make a long-term commitment.