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
