The habit of daily writing for you, so that you rethink what you believe about (your) business, brand and marketing —without the bullshit.
Loyalty doesn't exist
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Brand loyalty. Customer loyalty. They're a nice couple of terms, but they don't actually exist. Are your customers loyal to your brand? If they find a choice that works better, do they stay with you? If they find a choice that is cheaper, do they stay with you? If they find a choice that improves their lives, do they stay with you? The harsh answer is no. And that's ok. Loyalty goes both ways. If your customers are not profitable anymore, do you stay with them? If your customers aren't a great fit anymore, do you stay with them? If your customers don't represent an impact anymore, do you stay with them? If you get to a financial stretch, will they all fund you? While customer loyalty sounds like a fine concept, it's not reality. When you're loyal, you put yourself out there for them. Whatever it takes. And it goes both ways. However, if you choose, they can be meaningful to you. And when they mean something to you, you'll do your best to help them thrive. And that's when, despite whatever you have around, they'll build your brand. |
Rod Aparicio
The habit of daily writing for you, so that you rethink what you believe about (your) business, brand and marketing —without the bullshit.
AI will replace you when it can do the things that you do better than you. If you have bad sales calls. It will replace you. If you are general and superficial. It will replace you. If you're average. It will replace you. If your conversations are forgettable. It will replace you. If you aim to serve everyone. It will replace you. Do you know when it can't replace you? When you're specialized and know your craft. It can't think. It can't reason. It can't imagine. It can't decide. It can't be...
Yesterday's message was about how to help your customers for free. When that option is already out of the way, you can help them Offering options. 3 different layers of value, to 3 aligned outcomes. The Transformation: Thinking bigger for them. The Output: Fitting into what they could afford. The Middle-Point: something that you both could co-create.
You're on a mission to help, aren't you? Giving options lets you do that at different levels. The first one you can try is free. For free? Yes and No. To help for free, yes. To work for free, no. If they can't afford you, this is how you can support them. You can help by sharing what you think and how you see things from a general POV. A perspective. It's not specific to their case, yet it's a good starting point to see what they could do by themselves —or how to get help elsewhere with a...