The concepts of business and commerce have become some of the most bland and forgettable in modern history. Of course there are tons of businesses that are doing it right and making their customers fall in love with them all over again every single day???but sadly there are many more that have grown comfortable, fat, and lazy, and offer their ???beloved?? customers nothing but half-assed marketing and uninteresting service.
Anytime that a risky and ambitious small business develops into an industry standard they usually tend to get complacent, and stop doing everything that brought them that success in the first place.
Gone are the quirky tactics that interested and amused the market. They get replaced with unimaginative coupons (which in reality, destroy brand equity in exchange for short term profit) and ???buy from us because we??re so great?? marketing messages???which are pushed to the public via millions of dollars, and end up reaching absolutely no one.
We need to avoid this sort of ???me too?? marketing like the plague. Stop trying to sell, and start doing things that blow your customers?? minds wide open.
Own a small clothing store? Serve champagne to make your customers feel like royalty???hang artwork on the walls???make it an experience. I guarantee they??ll tell some friends who are then VERY likely to come in for a visit themselves.
Running a restaurant? How about hosting a private party once a year for the families of your 5 best customers???all for free of course. It??s not expenditure, it??s an investment in the enormous value of word of mouth marketing that you??ll get from them. Don??t be a stingy bastard, kindness pays exponentially.
Online commerce platform? Ask your customers for their favorite candy and start sending it to them with every order they make???with a handwritten thank you not for the fact that they chose to do business with you.
These are the most valuable concepts that every small and mid-sized business needs to grasp. Stop selling, and amaze your customers with something new and unexpected every time they see you. My barber allows me to call him on weekends and even at 2:00 in the morning sometimes if I have an important meeting or event the next day???and he will come in to the shop in the middle of the night, open up, and take care of me. He sleeps very well at night knowing that I??ll never do business with anyone else, and that I??ll refer every friend I have straight to him.
Make your people happy and they??ll be throwing all of their money in your face without hesitation. Need I say more?
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