Business

Mousetraps and Snow Shovels

by

Falling snow can bring all kinds of thoughts to mind: Grandma’s hot apple cider, Saturday morning sledding or tackle football at recess in 4th grade.

Snow always makes me think of opportunity.

You can go to bed on a clear night and wake up with a foot of fresh snow on the ground. Suddenly everyone has an urgent need. Cities and towns that aren’t prepared for it shut down altogether. (No chance of that happening here in Chitown!)

But those who are ready with shovels, plows and rock salt can become neighborhood heroes. Some build businesses specifically for times like these.

My shovel saw action for only the second time this winter on Friday. In honor of my poor, neglected tool, I’m going to contort Quote of the Week 65 as follows:

“If a man can make a better snow shovel, the world will make a beaten path to his door.” (On his freshly shoveled sidewalk, no less.)

As you probably noticed, this statement is no truer than Emerson’s quote about mousetraps.

Here are a few things to think about. No matter how good your shovel is

  • People who live on tropical islands aren’t going to buy from you. Inhabitants of desert-like climates will never be your customers
  • Many people will purchase a snow blower instead of your shovel
  • Those who don’t have sidewalks or driveways won’t be very interested in buying from you

… regardless of how strong your marketing is.

Are you concentrating on creating shovel innovations? Or are you focused on helping people handle their snow problems?

Which do you think is the better path to take?

The only thing that compels people to buy snow shovels is snow. The only people that buy snow shovels are people who know they have or will have snow piling up in their yards.

Self-Defense Against Business Hijackers

by

Do you own the patent on your product, service or process? If not, you are in danger of being “knocked off” by a competitor at some point. Chances are that they’ll charge less than you for what appears to be a similar offering.

In my January newsletter, I said

“…there’s really no way for products to be truly unique anymore — at least not for more than a few months. Companies that create technological advancements that customers will pay for usually see copycats coming up right behind them.

“So what do you do in an environment where your advantages can be ripped off so quickly?”

Have you seen those SodaStream commercials on the air recently? Seems like a cool product, right? As someone who knows very little about such things, I also thought it was pretty much a one-of-a-kind product.

Well, earlier this month, I saw knock-off Cuisinart version merchandised right next to the “name brand”…on the SodaStream-branded shelf display (complete with SodaStream video playing on a loop) — for $30 less. In a national retail chain.

I wish I could find the picture I snapped.

SodaStream spends $18 million/year in advertising (according to the most recent figure I could find), including buying for premium shelf space and an in-store video player, only to have Cuisinart undercut them on price and hijack customers at the moment of decision.

How do you think customers will react when they see a competitive product, which could be just as good, for nearly a quarter cheaper?

More importantly, can you see how this applies to your own business? Are you facing competitors who charge less than you? Does their mere existence cost you sales?

How can you protect yourself? Here are a few thoughts.

1) Have better, more resonant marketing. When potential customers form an emotional or mental bond with your product, service or more often your brand, they often look for you — not the other guy– when they’re ready to buy.

2) Offer an insane guarantee and/or service after the sale. Think LifeLock. They offer a $1 million guarantee if identity thieves get their hands on your information. (They’re a good example of strong marketing, too. Remember the commercial where the CEO broadcast his social security number?)

Service after the sale can set you apart from all of your peers. It’s a terrific way neutralize the fear that kills so many sales. When customers buy from anyone else, they’ll be all alone, trying to figure out how to set up, maintain and get the most from their purchase. You can make life easy for them by being there for them.

3) Does your product carry prestige, recognition or affiliation with some desirable group? Compare diamonds and moissanite. They look alike; some will even say that moissanite looks better than diamonds. But everyone knows which is a more desirable symbol.

4) Offer a bundle or bonus. The added value can make all the difference when it’s time to buy. Another idea would be to link your offering with a related product that would complement the purchase. Again, you’re making the consumers life better and easier than it would be if they dealt with the competition.

5) Create implicit doubt in the quality of the competitive service. Be sure to do this carefully and with class.

You could say something like this: “Plumbers at Acme are the only ones certified by the Illinois Board of Health for contamination-free work in residential and commercial buildings.” That means anyone else could be leaving dangerous germs all around your house. How much more would homeowners be willing to pay to protect their family’s safety?

Don’t attack anyone when you’re using a tactic like this, and always be 100% honest.

If you need some help crafting and implementing your own uniqueness, USP Made Easy may be exactly what you’re looking for.

 

Create Hard-to-Resist “Packaging” for Your Product or Service

by

Presentation is everything.

Do you remember the episode of the Cosby Show where Vanessa introduces her fiancé Dabnis to Cliff and Claire? (This is one of my favorite episodes on one of my favorite shows.)

In the final scene, the newly-engaged couple is sitting at the dinner table with rest of the family. Cliff tells Dabnis, in very graphic terms, that they would never like him because of the way Vanessa “presented” him. Watch the scene, starting at about the 1:00 mark.

You can have the most amazing product or service on the face of the earth, but if you “package” it wrong, if you present it to potential clients on a garbage can lid (to use Cliff’s illustration), you’ll never be as persuasive and successful as you should be.

I had the opportunity to talk with the brilliant marketing consultant Steve Gordon about this very subject. When creating irresistible offers for your product or service, packaging makes all the difference in the world.

Invest half an hour and listen to my interview with Steve at http://stevegordonmarketing.com/how-to-sell-your-product-or-service-with-an-irresistible-offer/. It could mark a real turning point for your business.

30 Minutes to More Trust: An Interview with Charlie Green

by

Warren Buffet famously said “It takes 20 years to build a reputation and 5 minutes to ruin it.” But is that really true?

Earlier this week, I had the distinct privilege of speaking with one of the world’s foremost experts on building trust, best-selling author Charles Green. Boy, did I learn a lot!

During our 30-minute interview, Charles talked about

  • why trust is absolutely essential to your success in business
  • specific ways you can create more trust in your relationships
  • specific ways you might be sabotaging your efforts to gain the trust of your prospects and customers
  • popular myths about trust
  • how long it really takes to start building (or rebuilding) trust
  • and more

I was blown away by simple, yet profound truths Charles shared. I think you will be, too.

Don’t forget to visit TrustedAdvisor.com to further develop your ability be the trusted provider in your industry.

What An Alley Mechanic Taught Me About Selling ANYTHING

by

In the middle of last  summer, I took my Chevy Astro to Chuck, a mechanic my father-in-law recommended for some long-overdue tuning up. He had done some work for Pops in the past. He was one of those backyard mechanics who worked more for the love of cars than for the money. So he was a lot cheaper than the big name shops, but he did good work and he was fast.

I know very little about fixing cars. But Pops does. If he trusted Chuck, I wouldn’t give the recommendation a second thought.

So we took him the van. He did his thing. He was fast and friendly. When I returned to pick it up, Chuck mentioned that the car wasn’t in perfect condition, but he had gotten the “Check Engine” light to turn off. As long as that light didn’t come back on, he said, I should be in good shape.

The drive home was smooth. I felt good about myself. I saved some money and supported a small business in my community at the same time.

But the next drive was not nearly as pleasant. By the third trip, the van was acting exactly like it had before Chuck worked on it.

I was baffled. What did that mechanic do to the van? Had he really done anything? I didn’t actually see him do anything, and he seemed to be finished faster than he should have…

And what about this Check Engine light? It hadn’t turned back on.

Maybe the only work he did was to remove the fuse for that warning light!

Can You Make Up Someone Else’s Mind?

To be honest, I never confronted Chuck about the work he did. He may or may not have actually done what I paid him to do.

Although it seems as if there’s quite a bit to learn from this story, I wonder if you detected a lesson that can literally transform your ability to sell whatever it is that you have to offer.

Do you see what happened with the Check Engine light? Chuck gave me a very specific and unmistakeable indicator that he had done a good job. The Check Engine light was off, so  he must have fixed the problem I asked him to take care of.

Those of you who have been around for a couple months or longer know about my penchant for education as a selling too. When done properly, I don’t know of a more effective way to get people to take action.

Looking back on the situation, I don’t think Chuck was aware of what he was doing, but he taught me how to appreciate his work. Here’s what happened:

1) I had a problem that I needed to solve,
2) I perceived Chuck to be an expert in his field (mostly based on the recommendation of my trusted father-in-law)
3) Chuck defined the criteria on which I would judge the quality of work done for me.

When you think about it, how much do your customers know about what you do? They should understand the benefits of buying from you, but do they know how you achieve the results you deliver? Do they even want to know?

In other words, most of your prospects and customers are a lot like I am when it comes to fixing cars: I know I need help, but I don’t have a clue how mechanics do their job. I just know that when it’s done, I’m looking for the thing that was wrong to be repaired.

That means, I don’t really know the difference between a good mechanic and a great one. When I’m having car troubles, I can either rely on referrals from people I trust, or I pick whoever’s the cheapest or closest.

From the car shops’ perspective, they’re relying on factors outside of their control (random word of mouth or having the lowest prices) to determine the fate of their business. That’s not a recipe for success. It’s hoping and praying that the dice rolls your way time after time. No wonder over 90% of businesses fail in their early years!

Take Control of Your Sales Process and Marketing

One of the biggest advantages of selling though education is that as an authority figure, you can tell your prospects what they should look for when choosing a product or service.

For example, if you were a mechanic, and your website featured an article or special report about “6 Misconceptions About Car Repairs that Can Cost You Thousands of Dollars,”  how easy would it be to define the process of fixing in a way that highlights your distinctive benefits and subtly disqualifies your competitors who operate differently?

What about a dog groomer who gives presentations on how proper care extends the health and life of pets? Not only can you define the buying criteria for anyone looking for a groomer, but you also position yourself as someone dog lovers can trust to take the best care of Rover.

There is nothing manipulative about this method, as long as you’re telling the truth. So, of course, there is the danger of con men and swindlers using education to misinform people and rip them off, but you’re not that kind of person.

During a presentation I gave last month, I joked that the way you hire the best copywriter is to look for the ones whose first and last names start with “D” and “B” respectively. That’s a joke you can use, as well as an example of what not to do as you educate your market.

Leveraging the power of education is one of the most important ways businesses can maximize their growth in any economy. It takes extra effort, but if you do it correctly, I can’t think of a better way to boost the results your sales people and marketing materials are producing.

Strategies are less fun than tactics, but without a strategy, you’re just hoping and praying. Is that where you want your business to be?

Getting More Yeses Without Pressure, Hype or Dishonesty

by

Live radio is tough.

As an outsider, I don’t know how the professionals move so quickly, transition so smoothly and keep everything fun and interesting.

For those of you who missed it, I had a spot on George Kilpatrick’s show last Tuesday evening. (George is the consummate professional). We talked about how to get more yeses in sales, marketing and other situations where you need to be persuasive. I had 5 points and only 5 minutes to cover them. Needless to say, we weren’t able to discuss any of the concepts in much detail.

I’d like to flesh out the ideas a little more right here.

Here’s the list of ways you can get more yeses without resorting to pressure tactics, hype or any kind of dishonesty.

1) True Empathy
There are few things in the world more powerful than empathy. If you can demonstrate that you truly understand what your prospects is experiencing and how they feel about their experiences, they won’t be able to help feeling a bond with you. Defenses go down, skepticism decreases and trust flows naturally.

John Dewey is quoted as saying “The deepest urge in human nature is the desire to be important.” Show them they’re important to you by asking genuine questions and really listening. Listen in order to understand, not just to figure out the best sales approach.

Henry Ford said ”If there is any one secret of success, it lies in the ability to get the other person’s point of view and see things from his angle as well as your own.” When people believe you want to know what they think and how they feel so you can help them, you’ll have less trouble getting your message through (when it’s your turn to talk).

Consider the African concept of Ubuntu. Bishop Desmond Tutu tells us that “A person is a person because he recognizes others as persons.” Treat your customers like people, not walking wallets. You’ll get a lot more yeses if you do.

2) Appeal to the built-in motivations of the prospect.
No one can “sell ice to Eskimos”–at least not visiting igloos door-to-door.

You’ve gotta sell stuff people want. I talk about this fairly frequently (in fact, this point made up 1/3rd of my most recent newsletter), so I won’t belabor the point too much.

While you’re empathizing with your target audience, find out what sorts of solutions will help them get what they want or put an end to what they want to stop in their lives. Help them see the transformation it will bring; don’t focus on features, but appeal to their current thoughts, feelings and priorities.

3) Educate
Salespeople sell stuff. Teachers shape the minds of those who shape the world. Which do you want to be?

Every study you see indicates that there’s a shortage of school teachers in America. Classrooms are bulging with students, eager to learn. In private schools and institutes of higher education, people pay thousands or even tens of thousands of dollars to listen to teachers who will (hopefully) equip them to succeed in life. When sales people greet potential customers, the reply “I’m just browsing” is all too common. Which do you want to be?

Teachers help interpret reality. Then they help their students act accordingly.

Education is an amazingly powerful way to persuade without pressure. Done properly, you’ll never have to pitch anything. The mental pictures you paint are so compelling that people naturally see the need for what you’re selling.

4) Tell (true) stories
This is another subject I address frequently, but know this: stories are rarely seen as sales pitches. Our brains are inherently receptive to narrative. We love them in every form: movies, music, magicians, etc.

Tell stories about past client successes, your own personal journey from doubt to domination or lessons from history that make a clear point.

5) Establish credibility, but don’t toot your own horn
The more you’re recognized as an expert, the more people will trust you and take your advice. But telling people you’re trustworthy usually gives the impression that you’re not. That’s why it’s counterproductive to toot your own proverbial horn.

Credentials, degrees, awards, media appearances and publications all work in your favor. Testimonials, personal recommendations and referrals probably work even better. Don’t forget about celebrity endorsements!

If you’ll allow me to act like a teacher for a moment, I have an assignment for you: Think about specific ways you can utilize these 5 ideas to increase your yes-to-no ratio. Make sure to raise your hand if you have any questions.

Is It a Bad Idea to “Teach a Man to Fish”?

by

It’s a business proverb you’ve probably heard thousand times:

“Give a man to fish, and you feed him for a day. Teach a man to fish, and you’ve fed him for a lifetime.” 

But the reality is that almost no one wants to learn to fish!

That has always been the case, but it’s increasingly true in this day and age that people want simple, turnkey solutions. We want our “fish” handed to us (preferably scaled, boned, and cooked). In fact, a lot of people scoff at the idea of doing their own work.

This isn’t a bad thing. In the business world, there’s room for both the worm-packed tackle box and the icebox filled with pre-caught fish. No matter what field you’re in, regardless of whether you specialize in delivering training, services or products, you can find a cozy be successful.

Feed Me Now!

What can we take away from thinking about this old proverb in a new way?

1) The best way to get what you want in business and in life is to help others get what they want. If your customers want smoked salmon, don’t try to sell them fish bait.

If they just want a fish for dinner, don’t try to force them learn the sport, no matter how much sense it makes or how much they’re likely to benefit in the long run. You can make the training available, but don’t press the issue.

2)  People like easy. Do everything in your power to make it easy for customers to buy from you. Remove any obstacle that may keep people from doing business with you. Make your product or training simple to use.

By the way, Karl Marx had a different take on this saying: “Sell a man a fish, he eats for a day. Teach a man to fish, you ruin a wonderful business opportunity.” There’s opportunity in both selling and training; give your customers what they want and you can make money on both.

3) Most people like to think as little as possible, too. Eliminate anything confusing or hard to grasp from your marketing, sales scripts, in-store signage, etc.

Ever had to explain how much  your price is with a 30% discount?

4) Make gratification as close to instant as you can without sacrificing quality.

5) Cures carry more urgency than prevention. Consider whether what you offer is appealing to a pain that your prospects already suffer from or if you’re trying

An ounce of prevention may be worth more than a pound of cure, but the market price on the cure is substantially higher. Even at the higher price, it’s easier to sell.

6) Question everything! Not every proverb is true or universally applicable. Not every piece of advice is accurate.

Listen to voices you trust, but never stop thinking for yourself. It’s not a crime to question the experts. On the contrary, asking tough questions and challenging assumptions will often lead to breakthrough ideas and new solutions.

Why Money Matters Less Than You Think

by

What if I told you that marketing is not about money?

You may be tempted to call me a heretic. You might think there was a hole in my bag of marbles. Or you might call me a hypocrite, because the service I provide my clients (and hopefully the information I freely share with people like you) helps people make money through marketing.

But I’m neither crazy nor hypocritical. Maybe I’m a heretic, since I believe some things about business that a lot of people disagree with. If you can stand a few moments of marketing heresy, please read on. I think you’ll learn a few significant lessons.

Money Is Not the Issue

Last summer, I learned something profound from a brilliant business coach who was my client. Well, I was already familiar with the principle she was teaching, but the way she explained it had a big impact on me. She told me that when prospects don’t buy from you, or clients won’t pay the kind of fees you deserve, it’s not because of a lack of money. Money is not the issue. Rather, the issue is one of priority. The client has money, but you don’t get it because he sees more value in spending it on something else.

When it’s decision making time, priorities run the show. People will always find ways to pay for what’s most important to them. If customers aren’t buying or clients are hiring, your product or service is not a major priority for them.

Eugene Schwartz taught us that you don’t create desire in your audience. What you want to do is channel their pre-existing desire toward your product. The same is true for priorities. In general, you cannot establish the priorities of your market. They are self-generated. Marketing can’t change the priorities they’ve already set. At best, you can communicate how your product will help them take care of what matters most deeply to them.

That means that your message will, by default, not appeal to everyone, as not everyone has the same priorities.

For example, Olay products and Proactiv are both designed to help people feel better about the skin on their faces. But they appeal to different groups. Olay is big on anti-aging, something most teenagers aren’t worried about yet. Proactiv helps with acne, a problem that usually becomes less common with age.

Different audiences. Different priorities. Different marketing messages. Also note that people would hate pimples and wrinkles with or without million dollar advertising campaigns.

Price Matters Less Than You Think

When there’s been a bad car accident, no one is thinking about how much the ambulance company will charge. They’re first thoughts aren’t about insurance deductibles. When life is hanging in the balance, they call 911 as fast as they can.

This is an extreme example, but it makes the point very clear. The importance of price is inversely proportional to the strength of the desire or need. The only thing that matters about the ambulance is the speed with which it can bring medical attention to the people in the car accident. This one benefit outweighs every other factor.

When your product or service fills a need that strong, price doesn’t matter much.

If one ambulance can arrive on the scene even a few minutes sooner than the next “competitor,” would you complain that their price is two times higher? Would you ask the 911 operator to send the cheapest ambulance?

If you’re having difficulty selling your product or service, it’s probably because
1) you’re not selling something people want
2) you’re not giving them a good enough reason to buy from you (showing them how your product can fulfill one or more of their priorities), or
3) you haven’t built up trust. People won’t buy from anyone they don’t trust.

Price may not be to blame. And if you are selling what people want, helping them envision their top priorities satisfied by your product, and demonstrated your trustworthiness, price may matter very little.

Marketing Is NOT About Money

Marketing and selling are not essentially about money; they are points of connection.

You have something to give to the world in terms of talents, expertise, products and/or service. Everyone has multiple needs and desires. Marketing and selling are ways you connect people in need with solutions. Everybody comes out a winner.

If you do it right, marketing has profitable results. But money should not be the cause. The difference may seem insignificant, but I assure you that it’s not.

When money is the end goal, you may be tempted to resort to deception, hype, high-pressure techniques. You could fall into desperation. You may even consider selling products that suck in order to drive revenue up.

When your goal is connecting, you focus on showing your audience that you can help them get the things they want and need in life. You can show them how your strengths can be applied to areas where they need assistance. When your customers are what really matters to you, magic happens.

Make no mistake: marketing should make money. If it doesn’t, you’re doing something wrong, and you need to fix it. But when money becomes the driving force behind it, fear and greed have a tendency to creep in.

Remember what Peter Drucker said: “The purpose of a business is to create a customer.” He didn’t say the purpose is to make money. The truth is that if you make happy customers, you’ll be in the best possible position to earn profits.

Satanic Sales Pitches

by

Does your sales pitch sound like something Satan would say?

In Isaiah 14, we’re given a glimpse of the mind of Lucifer as he plots the failed takeover attempt that got him booted from heaven.

One thing you’ll noticed is that every sentence is I-centered; “I’m this, I’m that, I’m going to do this,” etc.

You see this same kind of conversation (maybe monologue is a more accurate term) here on earth.

How does that compare with how you sell/market to your potential customers?

Read more

Marketing Ideas that Will Restore Your Faith in Humanity

by

A few days ago, I heard someone complaining that all advertisers do is take advantage of consumers by manipulating them. They gain marketshare by telling bigger lies in louder voices than their competitors. But is that what advertising is about? Is that what business is about?

I argue that there is such a thing as truth in advertising. Advertising and lying are two different things in my book.

Moreover, marketing can actually make the world a better place. That’s how it ought to be used.

Taking inspiration from the instant viral hit “21 Pictures That Will Restore Your Faith in Humanity,” I wrote this month’s newsletter on the topic of how doing good is good for business.

Check it out below.

—

Doing good is good for business.

Not everyone believes that. I’ve had several discussions with people who think marketing is inherently evil and that entrepreneurs are generally dishonest and greedy. Maybe you’ve had similar conversations.

As I’m sure you know, you don’t have to be one of the bad guys to be successful in business.

With that in mind, this issue was inspired by the instantly viral article “21 Pictures That Will Restore Your Faith in Humanity.” I normally wouldn’t ask you to stop listening while I’m talking (or reading while I’m typing) but you should strongly consider taking a few minutes to check out that article if you haven’t already done so. It’s just photos and captions, so it’ll only take a moment. Everything I say will make more sense if you do.

Let’s look at 3 instances of altruism in action from the article. Although I’m not sure any of these were meant to be marketing ideas, the insights we gain can have a dramatic impact on your business.

An Amazing First Impression

marketing first impression

When you look at the “21 Pictures” article, the caption under this image tells us that the owner of the dry cleaner who put on this “promotion” estimates that it cost $32,000 to help around 2,000 unemployed people in his community.

You know what I call that (other than “nice”)? An irresistible front-end offer.

Dry cleaners provide a service their customers need time after time. If they treat their customers right, they can form lifelong relationships. Free dry cleaning during a time of need is an incredible way to get the ball rolling. Where do you think these people had their suits cleaned in the future? How many other people did they tell about their experience? How much PR did this effort garner?

Think about it like this: this cleaner bought leads for $16 apiece.  Last time I went to the dry cleaners, I spent $45. Does that sound like a good investment?

Application:
1) Do you have an irresistible introductory offer? One so good that it’s virtually impossible to turn down?

In a previous newsletter, I mentioned how Gillette sent me a Mach 3 razor in the mail for my 18th birthday. I’ve been happily buying expensive blades from them for over a decade now.

Square (http://www.squareup.com) is giving away free mobile credit card readers. They make a small upfront loss to gain 2.75% of every transaction they process in the future.

Book of the Month Club will give you 4 books for $1, knowing you’re likely to buy plenty of books from them in the future.

2) Have you developed a profitable back-end to capitalize on the flood of leads/buyers coming in? In almost every industry, this is where the real money is made. Your current customers are your most valuable asset. Are you making the most of the opportunity to serve them in a way that’s mutually beneficial and profitable?

3) Are you specific in who you’re targeting with your marketing? Are you offers tailor-made for your ideal customers? This dry cleaner is appealed to a specific audience with a very powerful felt need. He saw a way to make their lives easier and improve their ability to make future purchases (by helping them look good on job interviews).

Serve a Starving Crowd. Literally.

social responsibility

Do you believe that the more you give, the more you get back?

If nothing else, this Subway location is helping people in a way that’s tax deductible. But chances are that plenty of customers notice this sign from day to day. This weekly act of kindness must build a lot of good will. Customers feel good about supporting businesses that are doing good in the community.

It pays off to treat people like human beings instead of walking wallets.

Application:
1) What are you doing to prove that you care? Are you using your talents and resources to meet a real need? Focusing on others rather than obsessively looking at your own business is essential to running a successful business.

A Truly Personal Touch

customer experience

Personal connection goes a long way in today’s “social economy.”  Not only do you want to treat people like people (as mentioned above), but you want to show your own human side, as well. This commercial from Ally Bank illustrates the point wonderfully.

These pictures show the correspondence between a 3-year old and the customer manager at a supermarket. Check out the way the manager responded to the letter. The fact that he responded at all is noteworthy, and he took the time to write a personal letter. Read the language he used. It’s not corporate-speak; it’s perfect for talking to a toddler.

A £3 gift card is a tiny investment to give a little girl an unforgettable experience. You can almost guarantee Sainsbury’s will hold a special place in her heart for the rest of her life (which will probably be a long, long time). Her parents, too.

On top of that, gift cards are notorious for putting extra money in retailers’ pockets. It’s hard to find an exact statistic, but the majority of consumers spend more than gift card is worth. They’d rather spend more than waste any of the cards value.

Application:
1) Are you showing your customers how much you appreciate them? What can you do to improve in that area?

2) Can you add even more personal touches to your marketing? Maybe do one thing per week that’s not automated to add value to your valued customers (or perhaps ones you’d like to “reactivate.”)

3) Do your marketing materials, including your website, show off your personality? Do you seem like a person/group of people or a corporate machine?

4) Is there a way to utlize gift cards or pre-punched reward cards to entice customers to come back and buy from you again?