| Come with me into a farmer's market - you're about | | | | regularly. There are a couple catalogs I receive that I |
| to get a hands-on lesson on why relationships make | | | | enjoy looking through just for the extra snippets of |
| such a difference in marketing... and how to create | | | | info and observations. |
| them... | | | | Through testing you can find that sweet spot of |
| Look around you: Mountains of vegetables - ruby | | | | enough communications to build familiarity without |
| beets with the tops still on, beautiful heads of lettuce | | | | becoming overbearing. |
| ruffled, wavy, lime green and deep pine green. Apples | | | | So make it a regular thing - gain some trust with |
| with names like Sops of Wine, Winter Banana and | | | | your customers just by virtue of being part of their |
| Westfield Seek-No-Further. Fresh bread, crust | | | | regular "neighborhood". |
| crackling, pulled from the oven this morning... I've got | | | | 3. Build Relationships Through Giving |
| you salivating already... | | | | This is no time to be stingy. With tighter budgets, |
| But while the food is the main attraction, look | | | | people are looking for freebies and bargains. But this |
| beyond the merchandise being sold. Look at what's | | | | is not just something for tough economic times... |
| going on between the buyers and sellers. People are | | | | In general, people feel a need to give back to |
| animated, talking, asking questions, smiling - | | | | someone who has been generous. Social researcher, |
| sometimes greeting each other with a sense of | | | | Robert Cialdini, Ph. D. in his seminal book Influence, |
| familiarity, even by name. | | | | noted how consistently people gave more donations |
| This is one of the big reasons people enjoy going to | | | | to the Hari Krishna fundraisers who gave away free |
| the farmer's market. And in fact, it's the same thing | | | | flowers. Even if they didn't want a flower, they felt a |
| they are looking for in every purchase experience - a | | | | need to give something in return. |
| relationship. | | | | So think about what you can give to your customers. |
| What people love about the farmer's market is | | | | And I'm not just talking about free samples or |
| meeting the people who have grown the food they | | | | two-for-one deals. You can still mind your budget and |
| are about to eat. They can look into their eyes and | | | | keep your value-laden products fairly priced. |
| ask them questions about their merchandise. They | | | | See, people love useful information they can get for |
| feel comfortable - no, excited - to buy something | | | | free. Perhaps it's a well-researched, informative |
| from someone they feel they know. | | | | e-book, a calendar, or a simple recipe. Provide some |
| As many market analysts have pointed out, the | | | | free entertainment that changes their perspective - |
| increasing appeal of farmers markets and local foods | | | | an inspiring or humorous story. |
| is not just based in ideology or a commitment to | | | | How do you get it to them? A downloadable white |
| shrinking carbon footprints. It goes to a deeper | | | | paper, good content in your newsletter or blog, an |
| human need - to connect. People are looking for | | | | insert when you send your products off or an |
| places where commerce is not just an exchange of | | | | info-frosted magalog. |
| goods and money - but keeps them feeling human. | | | | Give something extra to your customers and, in turn, |
| Sure, it's about trust - that's a big part of it. But it's | | | | they'll feel even more disposed to give you their |
| more than just trust. People like spending money | | | | business. |
| when they feel they're getting more than just a | | | | 4. Build A Relationship By Bringing Down The Hype |
| thing, but purchasing into an experience or a | | | | Marketing is changing with the advent of social media. |
| community. They are seeking connections in their | | | | And the number one shift that social media experts |
| purchases. | | | | like to point out is that no longer can you deceive |
| And while you can't show up at your customer's | | | | your customers. Be transparent or be doomed. Like |
| doorstep with dirt under your fingernails and offer | | | | the wizard of oz, the little dog of social media will |
| them a fresh sample with your own hands, you can | | | | swipe that curtain away and you'll be exposed to |
| still build something comparable with strategic | | | | millions of accusing eyes for the charlatan you are, if |
| marketing. | | | | you go that route. |
| Here are four strategies I use regularly as a marketer | | | | But wait, back up a minute, this really isn't that new. |
| and copywriter for the health market. Some of them | | | | If you hype up your sales pitch, advertising a |
| are covered in my free report, "17 Health | | | | masterful piece of art and then your customers get |
| Copywriting Tips for a Tough Economy" listed below. | | | | a plain ole postcard, do you think they are going to |
| 1. Build Trust Through Self-Revelations: | | | | buy from you again? No way. |
| You can build trust with your customers by telling | | | | Sure, communicate your excitement about your |
| them more about your company. Let them know | | | | product. Highlight the benefits, but don't mislead your |
| what inspires you, what your mission is, and what | | | | customers. Make them feel exceedingly pleased with |
| your expertise is. | | | | their purchase, confident that they weren't |
| Careful, don't turn this into a chest-pounding speech | | | | hoodwinked and eager to buy from you again and |
| about you. Weave it into communications that focus | | | | again and again. |
| on your customers' needs, concerns and interests. | | | | In fact one of Zappos' customer-securing maxims is |
| And let some of your character through, even reveal | | | | to underpromise and overdeliver. So sure, you want |
| a few weaknesses. If social marketing has taught us | | | | to entice with your marketing materials. But consider |
| anything, it's how much people respond to marketing | | | | being a little humble here and there so your |
| that feels like it comes from a real person. | | | | customers can experience the thrill of purchasing |
| 2. Build Trust Through Regular Communication: | | | | something that is even better than they imagined. |
| Your kids' bus driver, the guy you buy the morning | | | | Think about how this will hook them on your |
| paper or coffee from, your colleague in the next | | | | company and get them to sing your praises to |
| cubicle. For better or worse, these people are regular | | | | everyone they know. Think about it... |
| fixtures in your life... And - unless they've given you | | | | Relationship marketing is about... relationships. Yeah, |
| cause to think otherwise - they slowly but surely | | | | that's pretty evident. But determining what goes into |
| claim some of your trust just by being familiar to | | | | a good relationship is a little trickier. And how to |
| you. | | | | translate that into the wheeling and dealing world of |
| Make your marketing do the same thing. Find regular | | | | marketing can be even harder. |
| ways to communicate with your customers. Maybe | | | | Take these four ideas, combine them with some |
| it's through an e-newsletter (yes, people are still | | | | genuine excitement about solving your customers' |
| opening and reading e-newsletters), maybe it's | | | | problems, and you've got a sweet mix for building |
| through your Facebook page or tweeting. | | | | some good rapport with your prospects. |
| Maybe it's simply that you send them a catalog | | | | |