The Science of Attracting Loyal Customers
In a world that often focuses on a message of self care and the pursuit of success by any means necessary, it can be easy to forget what’s really important. If you’re in business, your goal is obviously to profit and use your income to build the life style that you want. That’s awesome! Very few people event attempt this, fewer still succeed. But whether it is a conscious intention or not, the only way to accomplish this success is by compelling other people to give you their time, money and attention. With out these factors, success is obviously impossible.
So how do you communicate your product effectively enough to attract people to give you these things? The concept is actually pretty simple. When you prioritize creating relationships with your customers before sales, you’ll actually attract more sales. I know you’ve likely heard this before. But I want to try to break this down a bit further and give examples to make this approach simple and actionable.
What is a relationship?
When you break down the concept of a relationship (any kind of relationship) it comes down to two important factors. 1. A mutual beneficial arrangement where two people help each other achieve a desired outcome. 2. Alignment of personality and values.
Put more simply, it’s a value exchange with people that you like. Both people get something they want. And you enjoy your interactions with them at the same time. And often, the more you help someone get what they want, the more you will be liked, and the more they will try to do for you.
That’s why I have always loved the quote from the 1980’s speaker Zig Ziglar:
“You can get everything in life that you want if you will just help enough other people get what they want.
The best businesses understand this concept and apply it liberally in their marketing. Let’s look at some recent examples.
Budweiser Water Cans
Do a quick google search for Budweiser water cans and you’ll find countless news articles and videos about Anheuser Busch’s consistent response to regions that have been affected by natural disasters. When these situations arise, they pause their beer production and convert their beer cans to hold water and ship them out for free to areas in need. They do not profit from this, and it does not directly help them get more customers. In fact, they don’t even promote their recognizable brands on the can labels. Instead, they prove their “ongoing commitment to help American communities when they need it most” with their actions. They show that they care about their community, and as a result, they generate a loyal customer base that has produced the most recognizable beer in the country, and has become the most valuable brand in the beer industry.
Chipotle Free Burritos for Healthcare Workers and First Responders
Few industries were hit harder by the economic shut down than restaurants. Even so, some were able to use their resources to give more and support their communities. Chipotle, for example, as part of their “Heroes program” committed to making and delivering 100,000 free burritos, a value of almost $1,000,000, directly to first responders on the front lines. Even if you didn’t know about this, those 100,000 people who received free food, and to the friends and families of those individuals, Chipotle just created life long fans who will never forget what they did for them, generating word of mouth marketing stronger than any commercial or facebook ad could ever do.
When you take action in service of others, you will naturally attract attention.
I built my business on this approach early on. It gave me the experience, relationships and confidence I needed to grow, and ultimately, to help more people with my business. I believed in this approach so much that I started suggesting it to other people. Little by little, those suggestions were expanded into a full coaching program that allowed me to build a brand agency and consulting business. Below are some of the concepts that came from that program.
Help your community, not just your customers.
Your community is made up of potential customers and people who could be talking about your business. Anything you do for them will be talked about throughout town and online, ultimately reaching those who need your service. These people will now be much more curious to talk to you before reaching out to your competitors. Use your time, skills and resources to improve people’s lives and support them where they need it, they will in turn want to support you.
Give your time, not just your money.
People naturally understand that time is a more precious resource than money. Money can be given in abundance without heart or thought. Time however, always requires intent and sacrifice. Volunteer at non profit organizations, give them free promotion on your website or social platforms to help them raise money. Put on an event and bring in guest speakers to uplift kids in school or people at work. Give out free food or clothing to those in need. Highlight those in your community who are contributing the most to others and surprise them with prizes and rewards. What ever you do, take big actions that help in significant ways, it will attract the attention of the right people.
Prove your motives are bigger than profit
All of this will get your name out in the community and bring more attention to you and your business. You will be known for your purpose and character, people will respect and admire what you do, and many will feel compelled to support you as you supported them.
Focus on connecting with your community first, conversion is a simple byproduct. The goal is to get people to care about you and your business first, so that when they are ready, they will in turn loyally support you through thick and thin.
If you would like to learn how to become the champion of your community and attract loyal customers, reach out to me at stories@jonathanmreed.com and let’s schedule a time to talk about your goals and design a plan to help you accomplish them!
