Thursday, November 29, 2007

Cultivate Your Customers

A great way to create word of mouth is to help your customer grow. A better way to create word of mouth is to help them grow for free.

To cultivate your customer look for some of your most valuable information, and then give it away free. Why would you want to do that?

People like to feel important
People like to help other people
People like businesses that help them without obligation.

When you give information that makes your potential customer more knowledgeable, more informed, or teaches them something that makes them better, they will take that information and talk about it to other potential customers.

How do you do that?
First, ask yourself the question: What is the most valuable thing I could teach someone to make them better (related to your industry)?

Then, ask yourself: How can I best give this information to potential customers for free?

Let's say you are a health and fitness trainer. You can get your clients to attend the workout, you just can't get them to eat properly. The problem, you find, begins in the grocery store. People just don't know what to buy.

To cultivate your customer, you produce a grocery shopping list and guidelines that people can take with them to the grocery store. Then you have it printed and laminated (with your web address and contact information) to give out, plus you convert it to a pdf document and load it on to your website as a free download.

You have now made your customers better for knowing you. You have cultivated them.

How do you cultivate your customer? Give them free information or tools that will make them better.

For more small business marketing advice and lessons, see our other blog: The Marketing Spot
For more about our company, see our website:

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