Publisher's Synopsis
Are you trying to crack the code to attracting the right customers and keeping them coming back for more? Are you envious of the rabid fans of Apple, Harley Davidson or Tesla -and feel you could never do the same? A big budget is no guarantee of success. Ask Coke about their failed introduction of New Coke. Or Ford Motor Company about the Edsel. It isn't about having the best product or service. It isn't about your price. It isn't about your Facebook page. Success is not based on the traditional four pillars of marketing-- your mix of product, price, position and promotion. So what does determine success? The secret is understanding how to create emotional connections with your ideal customers. These emotional connections create brand zealots for Nike, Star Trek, or even the local taco truck. You can create the same customer stickiness regardless of what you sell, the size of your budget, or your marketing experience. Worried that you are already overwhelmed with no time to add more to your plate? Even time-challenged business owners will learn that it isn't about doing more, it is about doing what you do with an awareness of your brand recipe. You will find you can start small and grow at your own pace. The only requirement is to start with a mind open to the possibilities of emotional connections for your customers. Regardless of the size of your business or your resources, you will discover ideas for creating Sticky Customers.
