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How to Define Your Brand by Customer Service

Having just written my post about attending Dell’s Customer Advisory Panel, customer service is still on my brain, so let me put together what I want to share with Dell. As I said in that post, I’m so happy they’re…

Understanding Your Green Customers

No matter what industry you’re in, you must know who your customers are. If you’re in natural or eco industries, assuming your customers are merely “green” may cost you dearly. Within every natural product, there is a different segmentation of…

Customer Service Lesson: Go Out of Your Way

My husband likes to pile up his dirty dress pants in an inconspicuous place and send me telepathic signals that they need to go to the cleaners. Today I found the pile and realized he’d need them before Monday (it’s…

How to Wow Your Customers

No matter what your field, you want to impress your customers. Am I right? It may get harder to do that the longer you're in business, just because it's hard to step out of the daily grind and get creative. However, it's well worth the effort, as wowing your customers can bring you repeat sales and referrals.

Finding Your Target Audience

Do you really know who your target audience is? Please don’t say “everyone.” It’s important to drill down and determine exactly who buys your products and how they like to be marketed to. Today’s how-to will help you do just that.

Step 1: Make a list

Make a list of all the attributes of your ideal client. Make her/him into a character, if that helps. If it’s important to understanding your target, describe the kind of clothes she wears, what she enjoys doing, what she eats, where she lives. Also how old she is and how much money she makes are key. If you sell high end jewelry, you are probably not selling to broke college kids.

Brand Loyalty Tips from a Four-Year-Old

My preschool-age son recently discovered our car (named Arthur) is a Honda. He is now a Honda fan and spots Hondas all over the place. He has eyes for no other brand. He is, in a nutshell, a brand evangelist.…

Cold Calling is DEAD! Stop Calling Me.

Look, didn’t you hear? Cold calling is so 1995. Stop calling me. I don’t get a lot of phone calls. When I do, I’m excited that they might be new clients for Egg. Suffice it to say, when I received…

Defining Your Target Market

Sometimes I overlook really obvious topics to cover on this blog, such as target market. My apologies. If there's ever a marketing term or concept you want to learn more about, please contact me and I'll blog it. I want to talk about your target market. First off, do you know what I mean by that?

No-Nos for Customer Service Satisfaction

Rule #1:Do not offer email customer service if you will not respond to email inquiries. Rule #2: Do not be in business if your call wait time is over 5 minutes. Rule #3: Do not make it difficult for a…

Book Review: We by Steve Yastrow

A while back, I posted my interview with Steve Yastrow, author of We: The Ideal Customer Relationship and Brand Harmony. I just finished We and wanted to share my thoughts.

No, Mall Shark, We Do Not Want Softer Hands or: Why You Should Know Your Audience

So Wendy Piersall and I were strolling through an outlet mall in Orlando last week, and the mall sharks were circling. You know, the people who stand at the kiosks in the middle of the mall that squirt you with perfume, take your picture, massage your head or otherwise molest you in the vain hope that you will buy their product?

“Look away, Wendy, look away. Do NOT make eye contact,” I hissed.

I didn’t check to see if she obeyed, but at least three vendors aggressively tried to stop us as we sprinted away. I said to Wendy, “Boy, how do they expect to sell with that technique?”

She looked at me knowingly and said, “Blog post!” So here we are.

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