A lot of businesses look at the world as customers and potential customers and aim their marketing materials at those two groups. I think that’s misguided largely because the world is much larger and more complicated than that.
1,000 True Fans The 1,000 True Fans concept was something of a revelation to me. The concept is pretty simple. If you make stuff and you can get a relatively small cadre of people who love what you make, you can make a living. There’s some fine print. A “True Fan” is someone who will […]
Product Funnel A product funnel is a marketing strategy. It’s based on the notion that the best prospects for future sales are people who have bought something from you in the past. It’s not entirely restricted to sales, of course, and that’s why your e-mail list is your most important marketing tool. Every time we […]
Buyer’s Journey Every time I talk about the Know-Like-Trust paradigm, I feel compelled to state that it’s a simplification of the Buyer’s Journey. That’s because the journey from random stranger to repeat customer is long and nuanced. Know, Like, and Trust aren’t simply switches you can flick. They all take time, and they all take […]
The Know-Like-Trust paradigm is a way of looking at business based on three fundamental realities. Nobody can buy from you if they don’t know who you are. They won’t buy from you if they don’t like who you are, and if they truly trust you, they won’t even think of buying from someone else. Since […]