————— Forwarded message —————
From: Seth Godin
Date: Thursday, September 9, 2010
Subject: Seth’s Blog : Loyalty
To: xanderpollock
[You’re getting this note because you subscribed to Seth Godin’s blog.] Loyalty Loyalty is what we call it when someone refuses a momentarily
better option. If your offering is always better, you don’t have loyal customers, you
have smart ones. Don’t brag about how loyal your customers are when
you’re the cheapest or you have clearly dominated some key element of
what the market demands. That’s not loyalty. That’s something else. Loyal customers understand that there’s almost always something better
out there, but they’re not so interested in looking. Loyalty can be rewarded, but loyalty usually comes from within, from a
story we like to tell ourselves. We’re loyal to sports teams and
products (and yes, to people) because being loyal makes us happy. Why
else be a fan of the Cubs? Some customers like being loyal. Those are
good customers to have. Loyalty isn’t forever. Sometimes, the world changes significantly and
even though the loyal partner/customer likes that label, it gets so
difficult to stick that he switches. I think there’s no doubt that some brands and teams and politicians
and yes, people, attract a greater percentage of loyal fans than
others. Not because they’re bigger or better, but because they
reinforce the good feeling some people get when they’re being loyal.
Hint: low price or supermodel good looks are not the tools of choice
for attracting people who enjoy being loyal. Rewarding loyalty for loyalty’s sake—not by paying people for
sticking it out so the offering ends up being more attractive—is not
an obvious path, but it’s a worthwhile one. Tell a story that appeals
to loyalists. Treat different customers differently, and reserve your
highest level of respect for those that stand by you. • Email to a friend • •
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From: Seth Godin
Date: Thursday, September 9, 2010
Subject: Seth’s Blog : Loyalty
To: xanderpollock
[You’re getting this note because you subscribed to Seth Godin’s blog.] Loyalty Loyalty is what we call it when someone refuses a momentarily
better option. If your offering is always better, you don’t have loyal customers, you
have smart ones. Don’t brag about how loyal your customers are when
you’re the cheapest or you have clearly dominated some key element of
what the market demands. That’s not loyalty. That’s something else. Loyal customers understand that there’s almost always something better
out there, but they’re not so interested in looking. Loyalty can be rewarded, but loyalty usually comes from within, from a
story we like to tell ourselves. We’re loyal to sports teams and
products (and yes, to people) because being loyal makes us happy. Why
else be a fan of the Cubs? Some customers like being loyal. Those are
good customers to have. Loyalty isn’t forever. Sometimes, the world changes significantly and
even though the loyal partner/customer likes that label, it gets so
difficult to stick that he switches. I think there’s no doubt that some brands and teams and politicians
and yes, people, attract a greater percentage of loyal fans than
others. Not because they’re bigger or better, but because they
reinforce the good feeling some people get when they’re being loyal.
Hint: low price or supermodel good looks are not the tools of choice
for attracting people who enjoy being loyal. Rewarding loyalty for loyalty’s sake—not by paying people for
sticking it out so the offering ends up being more attractive—is not
an obvious path, but it’s a worthwhile one. Tell a story that appeals
to loyalists. Treat different customers differently, and reserve your
highest level of respect for those that stand by you. • Email to a friend • •
More Recent ArticlesThree uses for a free Kindle book
Marketing
to the bottom of the pyramid
If
you want to learn to do marketing…
Design
with intent Whatever
happened to labor? Don’t want to get this email anymore? Click the link below to
unsubscribe. Click here to safely unsubscribe now from “Seth’s Blog” or change
your subscription or subscribe Your requested content delivery powered by FeedBlitz
, LLC, 9 Thoreau Way, Sudbury, MA 01776,
USA. +1.978.776.9498
9th September 2010
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