Social Media has brought a massive change to the world of business. With it, companies went from being completely separate from their buyers to building relationships. Relationships require working on building and maintaining a certain level of “love,” so it should come as no surprise that businesses need to work on love now more than ever.

Love, in this sense, is building a relationship with clients so that they feel warmth and regard towards your business. It may sound cheesy, but it works. When you build that relationship, they will show it by telling others about your business. They will come back to your business again and again when they need what you offer.

Yes, it may seem strange, but when you read “Making Your Customers Fall Madly… Deeply… Hopelessly In Love With You…” you will understand this more. In it, Vin Montello waxes eloquent about love / affinity marketing.

Lee Collins
Managing Director
StomperNet, LLC

“Do what you do so well that they will want to see it again and bring their friends.”

~ Walt Disney ~
Founder of Disney

Making Your Customers Fall Madly… Deeply… Hopelessly In Love With You…

(AKA – Affinity Marketing)
 

By Vin Montello

Oh, Dearest Stompers,

Though the miles that separate us are many… examples of Love more fulfilling are few. And this is the time that love naturally fills the air that we breathe.

I’m not just speaking of the love that comes from Valentine’s Day. In fact, I’m not speaking of February 14^th at all.

Okay… I’m not really one for the Hallmark created moments in our lives, so when StomperNet came to me and asked me to write something special for Valentine’s week, I racked my brain for days.

Until finally it hit me…

Affinity Marketing!

This is the name I use for making sales almost solely because your customers feel an affinity for you.

So… I thought it fitting to discuss that powerful four-letter word as it relates your customers… and how to get them to l-o-v-e you.

You need to make your clients, customers… even cold prospects… love you.

It has nothing to do with self-esteem and everything to do with getting wallet-sized lithographs of dead presidents and putting them into your pocket.

It’s all about the psychology of selling.

Most of what I learned in this area has come from my own marketing life, as well as the writings of Dr. Robert Cialdini.

I was introduced to Professor Cialdini through is book Influence: The Psychology of Persuasion.

Now… before you go out to buy everything the man has written, understand it’s all pretty much the same. It’s all about how to psychologically get people to do what you want. Some of it’s great… some of it… not so much.

Among the best contributions to modern persuasion the man has made are his six weapons of influence.

Briefly, they are…

1. Reciprocity – You wash my back, I wash yours.
2. Commitment and Consistency – Honor your previous pronouncements.
3. Social Proof – If Bobby jumps off a bridge would you?
4. Authority – Do what rich people do.

6. Scarcity – If there’s only one left, everyone wants it.

That leaves us with the missing number 5… “Liking.” It is the cornerstone of affinity marketing and is – in a nutshell – the main reason The Avon Lady and Tupperware parties make any money at all. Basically people tend to follow the instructions of people they like.

Think about your own life…

How much did you learn from a teacher you hated? How ‘bout the one you were fond of? Now… if your teachers were selling something, which one would you buy from?

We both know the answer…

When given a choice, and with all things being equal… the person you choose to buy from will always be the person you like. In fact…

I’ve used affinity marketing in crowded niches to get people to pay my clients more money for nearly identical products.

Think about that.

People who don’t just choose to buy from you, but choosing to pay you more money… just because they like you. Screw Huey Lewis And the News… That’s the REAL “Power of Love”!

So now… here are 7 ways you can get your customers to love you.

Admit your mistakes

When you screw up, just say so. For my entire life, big faceless companies have made a practice of denying fault. Consumers hate this. They also hate big faceless companies. “I’m looking at you, BP!”

As a small-business person you don’t have a big faceless corporate shield to hide behind. You screw up… the buck must stop at you. So… be sure to email your customers as soon as you can and admit it. Not only does it tell them you’re on top of things, it shows them you’re human. And guess what? Humans are much easier to love than corporations.

Fix your mistakes

Okay… this one was squeezed in at the last minute. But I did it for a good reason… I had someone read through the article and he had an issue with number 1. He said, “Admitting your mistake is one thing, but I care more about them fixing it.” So… there you have it. I added this just to keep my neighbor Seth happy.

Make your return process simple

People hate complicated purchasing. A big part of that process is how returns are handled. Don’t make your customers jump through flaming hoops to get their money back. It will increase sales… and make them love you in the process. The proverbial “Win / Win!”

Make your marketing personal

In fact… try basing your entire brand on personality itself. Small businesses are often one-person operations. If this is your situation, let your customers know. Sign your emails… tell personal stories (appropriate to the marketing) in your autoresponders… be socially aware.

That means don’t overlook Twitter and Facebook as a way to get your customers to feel closer to you.

You know, back before Wendy’s founder Dave Thomas passed away, I was involved in a marketing test for a series of Wendy’s commercials. In this study it was uncovered that a high percentage of people chose Wendy’s because of Dave and the way he spoke about his daughter, the restaurant’s namesake.

Bring great value to the table

This is going to seem like the big “no duh” of the bunch, but you’d be surprised how many don’t get this. You must treat your customer like you value them. Talking to them is nice… telling stories is nice… but just plain delivering above and beyond your promises is even better.

In the world of affiliate marketing where everybody and their mother are your competition in making a sale, bring your customers an “added value” if they purchase from you and you alone. This can be a free giveaway… or even hands-on help with the new product after they buy. Even if you aren’t in the affiliate game, an “added value” is a great way to separate yourself from the competition.

If you want them to be loyal to you… be loyal to them.

Don’t bug your customers

Email marketing is great… but don’t overdo it. Contact them regularly… but be mindful of their time. And don’t always pitch them. Make at least 1/3 of your emails (I prefer 2/3) free content.

Send them links to interesting articles (not affiliate links)… interesting YouTube videos… and the like. Send them to your blog to read more on a subject. These are all great ways to keep in contact with them without selling and without bugging.

Hang out with your customers

Okay… not literally, but I’m dead serious here. Go to the blogs where your customers go. Comment on posts. Find out if the blog’s owner will let you become a guest blogger. Visit message boards and forums where your customers are likely to be. Post… And more importantly than creating new posts that draw attention to you, enter threads that already exist and be helpful. If they see you as helpful and selflessly giving, they will probably begin to grow fond of you.

If you do all seven of these things on a regular basis, you will be hard-pressed to find customers who don’t love you

By Vin Montello

Vin Montello is a former stand up comic and Hollywood television writer that brings his 20 years experience as a storyteller, to every direct response sales letter he writes. These days Vin’s crew is responsible for crafting some of the most successful online marketing campaigns, earning Vin the nickname “The Millionaire Maker.”

Vin invites you to his wildly successful marketing blog at MarketingClambake.com. You can also learn more about him at MontelloMarketing.com.

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Secret Sauce Checklist

How to make your customers fall in love with you:

• Admit your mistakes
• Fix your mistakes
• Make your return process simple
• Make your marketing personal
• Bring great value to the table
• Don’t bug your customers
• Hang out with your customers

Stomper Buzz

Next Week’s Focus: Copywriting

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