(Transcript) This whole series is about how to create the kind of relationship with your customers that make them almost immune to offers from competitors. It starts with a story- with your story. Now this is one thing that’s absolutely true about every human on the planet: Every person loves stories so I’m going to […]
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Why Customers Leave: Where the Heart Goes, the Wallet Follows
“Normally, when I see numbers this low, they’re bringing you in on a table.” Dr. K spoke the words without emotion. But his words stunned me. I stared at him, mouth open, barely breathing. I knew I felt bad. That’s why I came to him. What I didn’t know – till that precise moment – was […]
How Will You Turn One Sale into a Long-Term Relationship?
Last week I wrote about the sommlerheim, an ancient tool that solves a modern acoustic problem. Bad news: the sommlerheim doesn’t actually exist.
An Ancient Solution to a Modern Problem
Today, a quick look at an ancient solution to a modern problem. And how emotion is often stronger than the most powerful facts.
The Loyalty Formula
Before we discuss the loyalty formula, answer this question: Is your business a gerbil wheel or a flywheel? A flywheel demands a lot of energy to get up to speed. But once it gets going, all it needs to keep it going is an occasional light shove in the right direction. A gerbil wheel demands […]
Persuasion, Loyalty and Pain (Part 2)
The one universal constant is pain. And the most common pain involves identity. We have the opportunity as business people to make the world a better place. It’s time to abandon the old ways of marketing and embrace our new role as “identity-providers.”