It's so tempting to seek out more strangers (new customers).More strangers (new customers) to pitch your business, your non-profit, your blog... More strangers (new customers) means exciting new folks about what you do. It means growth.
The problem is that strangers (new customers) are difficult to convert. And the other problem is that they're expensive to reach. And the hardest problem is that we're running out of strangers (new customers).
Consider this. One true fan is worth perhaps 10,000 times as much as a stranger (new customer). And yet if you're in search of strangers (new customers), odds are you're going to mistreat a true fan in order to seduce yet another stranger (new customers) who probably won't reward you much.
Let's say a marketer has $5,000 to spend. Is it better to acquire new customers at $1,000 each (advertising is expensive) or spend $10 a customer to absolutely delight and overwhelm 500 true fans?
If you can Identify, Excite, Educate and Empower these True Fans, chances are you will experience measured, long-term growth and have even more True Fans.
Are your True Fans part of your Marketing strategy?
