Why is doing more to touch customers considered the best marketing strategy? First and foremost, it is crucial to recognize a fundamental truth: customers are often driven to make purchases due to emotional impulses. Emotions can lead you to do incredible things, like buying a dress that doesn’t fit or maxing out your credit card to buy a diamond ring for your girlfriend.
All these actions stem from emotional impulses that trigger spending impulses. This applies to you, me, and everyone else; the difference lies in whether the emotional impact is strong enough to make the money in their pockets impulsively flow into yours.
Going a little beyond the standard
Doing just a little more can make people feel great in any endeavor. This “little bit more” can be both tangible and intangible. For instance, there is a fruit shop where the owner remembers your favorite fruits, giving you a sense of warmth and familiarity.
There are many such examples: a slightly larger piece of pork chop, a tire repair shop offering a clean waiting room with complimentary coffee, all of which make people more willing to spend. When I sold marinated snacks, besides my own developed sauces, I also offered a Thai sauce that was twice as expensive, which attracted many customers. Doing a little more is a simple yet effective way to attract customers.
Quality is the key to longevity
In business, while profit is the goal, quality encourages people to spread the word, recommend you to friends, and return for more. Generally, customers may be temporarily attracted by lower prices or promotions, but quality is the key to long-term success. A bun with thin skin and thick filling is unforgettable, and an expert who has truly put in the effort and focuses on their craft will always earn trust. This is an unchanging truth.
Creating unexpected surprises
A beverage company once collaborated with a comic artist to feature different comics on their packaging. Drinking the same beverage, you could enjoy a bit of humor. The brief ten minutes of drinking brought a smile, and the beverage represented not just tea or milk tea but a moment of relaxation, which is precisely the mood office workers seek when having a drink. A little happiness and humor, a small surprise, can significantly impact your product.
Small gestures, immense impact
Small gestures can often lead to immense emotional impact. A restaurant once placed a small cabinet with sanitary pads in the women’s restroom. Frequently, such needs arise unexpectedly, perhaps during a meeting with a client or on a date with someone new, making it inconvenient to run to a convenience store. Even if you don’t need it, seeing the restaurant’s thoughtfulness is touching. This restaurant gained significant online publicity from working women, attracting many customers.
Packaging is the most beautiful coating
Beautiful things touch everyone. A well-decorated store, attractive packaging, and courteous staff can all become talking points, enhancing product competitiveness and sparking the desire to purchase. A beautiful website can generate business, and a cake adorned with a small mint leaf can be so moving that it even justifies a higher price.
The six methods mentioned above all revolve around a simple principle: empathy. Consider yourself as the consumer and what kind of shopping environment and experience you want. What would make you choose one store over another? Always imagine yourself in a competitive scenario, constantly seeking more ways to touch and delight customers, keeping yourself in a leading position at all times.
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