Category: Loyalty
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Building Trust in Marketing Messages
Michael Katz just published a great newsletter issue about building trust with your audience. It's fun to read, and I won't give away the message here! Blue Penguin Development: Trust-Based Marketing, 2023-Mar-16 by Michael Katz Trust is Not a Given Since that day [first-time paragliding], I’ve given a lot of thought to trust (and life…
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Recognition and loyalty
In the future, I want to commit to making this blog more and more about dispensing loyalty and recognition to others. Zabar's delicatessen represents so much of what I love about New York. It's a symbol more than a store. It turns out the most recent heir (of many) to this family business is also…
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Watching the Charming Charlie comeback
Charming Charlie is reviving. Social media has been activated. The new store locations have been announced. A new web site collects together all the positive press that founder Charlie Chanaratsopon has had in the past, but the e-commerce web site is not available yet. The projected launch date for both physical retail and online sales…
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How loyalty can hold back innovation
I'm an innovator first, and a loyalist second. For the past few years I've been studying loyalty and wondering why it's such an under-esteemed trait among innovators. Now the work of Charles Duhhig and Amy Edmondson have made it clear to me. Loyal behavior tends to depress the natural friction required in making changes. This…
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How to become more trustworthy, from Fast Company magazine
While it seems like being honest and reliable is enough to make us trustworthy it's actually not. People trust people who notice, understand and assist them without being asked. Fast Company: The Three Habits Of The Most Trustworthy Person In Your Office, 2016-Apr-1 by Karissa Thacker It’s all too easy to get locked into patterns…
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Loyalty to suppliers and supporters: Ina Garten
Otherwise known as the Barefoot Contessa, Ina Garten has built a sustainable empire from a food shop to media brand. Strategically, she knows exactly where she wants her business centered: writing cookbooks. She builds a broad variety of relationships, and not everyone survives, but she clearly makes it a goal to find a partner around…
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Be loyal to your contribution, not your employer
Loyalty to our employer is never going to be compensated in the way we expect. Enterprises are not capable of keeping everyone employed, even if they are inclined, which most are not. When we have an employer, we owe them good value for the money they pay us, and we owe it to them not…
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To add new loyal customers, make sure your web site’s personas are fresh
We know our web sites are most effective when they are regularly updated, but we may overlook an important reason to update: a new category of customer. While we may find a few exceptions, we generally want to expand our market to new categories. And the easiest way is to keep an eye out for…
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The customer experience of abandonment cuts both ways.
One of my most memorably bad experiences was in the service area of a car dealership. I was clearly not of the recognized regular customers. And I arrived in a bad mood, as a consequence of some problem with my car. The service manager punished me by overlooking me for all the other customers in…
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Can We Make Loyalty Bankable?
Evan Malter has been a small business owner serving small business owners. Now he is innovating ways to help them finance their growth. His new venture, ZipCap, provides 12-month term loans to small businesses which can get 100 or more customers to pledge to spend a minimum amount during the year. The amount of the…
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