You Like Me - You Really Like Me!

If we've heard it once, we've heard it a thousand times - folks do business with people that they like. Before you shrug off this simple truth, allow me to offer a few examples that you may not attribute to this way of thinking:

• Sports teams you cheer for
• Brand names you purchase
• The restaurants you patronize
• Musicians or singers that you listen to

At one point or another, you have been influenced to prefer these brands, groups, or establishments over other choices available to you. Why? Because they appeal to you. You like them.

Of course, having customers that like you is important all of the time - but in times when the economy is sluggish, customer loyalty can be tested. When there is no clear delineation between two choices, the buying decision is often reduced to price alone. Even if you are the lower priced option in this scenario, it's only a matter of time before someone else comes along that can beat you on price. You need to have more to your brand image than just being the cheapest guy on the block. What can you do to make me like you...I mean really like you?

Show Me the Benefits

The best way to increase customer loyalty and win their support is to meet their needs. Does your product or service meet one or more of their basic needs:

• Profitability - you can make or save them money
• Convenience - you make their life easier, or save them time
• Security - you can offer peace of mind, and/or prevent loss
• Entertainment - you provide fun or enjoyment
• Image - you can make them more attractive or popular

Reinforce your benefits in your product literature, ad imagery, website, and newsletter; repetition will ingrain your message in your customers' minds. Being unforgettable is great - but being unforgettable and likable is gold.

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