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Your first 100[/caption]
New Customer versus existing ones
- New customer is 6 - 7 times harder to acquire than to keep one
- probability of selling to new prospect 5-20% versus 60-70% existing customer
- loyal customer worth 10X their first purchase
Customer and feelings
- Loyal customer are buying into **an experience** they know they will get from your brand.
- Profiles
readers
- subscribers
- buyers
Brand
- What people say when you are not in the room, Jeff Bezos
- It is tied to their sensory cues
- Brand strategy is where you tell people how you want your brand to be perceived by your presentation of the different components
- Your brand should be very targeted and not sell to everybody, only to those who will benefit the most from your offering. That is the basis of differentiation
Experience - components in a brand
- product
- website
- delivery
- customer service
- payment
Touch points
- Pre-touch point: someone mentioned you to them
- premier first touch point: landing page
- pivotal touch point: reading up more about your product on your website
category 1: no idea about the problem you are solving
- category 2: aware of the problem
- category 3: aware of problem, trust and love your content
- category 4: ready to buy but have questions
- category 5: made a purchase
- prime touch point: onboarding & magic moment
- post touch point: getting referrals
Content tilt
- To focus on going deep and narrow in the content you create
Prospect behavior
- 95% not ready but
- 70% will eventually buy from you or your competitor
- Only 3% are actively buying at anytime.
Related readings
- *What customers crave*, Nicholas J Webb
- *Top of mind*, John Hall
- *Lead generation for complex sale*, Brain Carroll
- *Content Inc*, Joe Pulizzi
- *Sticky Branding*, Jeremy Miller