Less "Sizzle" more "Steak"

In today's world isn't this what we are all looking for ?
How may times have we, at one time or another,
fallen for the sizzle only to be disappointed . Consumers with
the help of sites like Yelp and Foursquare are getting wiser on
where to make their next purchase. Recently my son and I
visited an upscale burger eatery to feast on a great gourmet
cheeseburger and some chili cheese fries (not the food we eat
everyday). The food was delicious and what made it even better
was, before we left, the manager gave us two coupons, each one valid
for a free burger of our choice. Wow! Not a big deal to most people but
it got my attention. Why? Because the manager knows we'll be back
and probably tell our friends- which is still some good old- fashioned
word- of- mouth. It would seem like a lot of business people have forgotten
the basics. Some companies will run a one page color ad in the local newspaper,
on the weekend, and in some markets that can run into an easy five figure price.
All this for a one day run so they can increase their traffic and
to bring in some business. Yet, they wouldn't spend niney-nine cents on a
customer who already likes their product and is very loyal. Just do
the math and see which is a better investment. Vendors are not any
different. They invest vast sums of money looking for new clients, but
will argue with an existing client over minor charges.
So, the next time you are in front of one of your customers, try a little less sizzle
and more steak. If you're thinking long term then the results
could be most impressive.
Bill Palmer
Palmer's Global Digital                                                      "The Best Boutique PR Firm On The Web"




www.theglobaldigital.com 9/19/2010