A man bought a packet of wafers – 9 in the pack. Who cares? you say.
This man did.
You see, life was rosy (and a little sweeter).
Then, a week later he bought more. Same packaging. Same brand. Same price.
Imagine his surprise when he tore open the packaging to discover only 7 wafers in the tray!
This is what retail food companies do (some, not all).
They’re constantly scheming to get you to pay more for less product.
It’s a company first, customer second mentality.
And it sends a subliminal message that the company’s bottom line is more important than your loyalty and satisfaction – even though satisfaction and loyalty is what leads to greater profits.
All those years of built up loyalty. All that trust. Gone like a fart in the wind.
Don’t get me wrong, I’m all for retail strategies to sell more of your products.
But not at the expense of the customer relationship.
Reminds me of people who only send email newsletters when they’ve got something to sell.
They’re not contributing to the reader’s life in any meaningful way.
It’s all take when the subscriber is interested in what you give.
And by the way, I’m not talking about giving away your stuff for free here. (You’re not a charity. And even charities don’t give stuff away for free. At least, not the ones I know. They’re constantly asking for money. And when they give, they give a percentage — usually a small percentage — of the money they take in. Charities are mostly in it for the cash like everyone else.)
I’m talking about sending an email newsletter that adds meaning to the reader’s life beyond what you sell — emails your subscribers look forward to receiving.
This should be your goal.
To be clear, I believe every email you send should contain a link to a product or service (with a few exceptions where common sense prevails). But not in a way that disrespects the customer or treats them as nothing more than an email address hooked up to a credit card.
Remember, the customer relationship is senior to any individual transaction.
Treat people right and you’ll win customers for life.
End of lesson.
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