If you’re in marketing or public relations, you’re in the relationship business. So, here are five actions and practices that build relationships with customers:
- Releasing product updates with actual, significant new value. (As opposed to a constant stream of new products with new model numbers and little else.)
- Using simple language that describes how your product or service will improve customers’ lives. (As opposed to complex, highly technical language which focuses on your product’s specifications.)
- Including an excellent product manual. (As opposed to including no manual, or asking customers to download it from the Internet, or including a single manual that contains 12 languages.)
- Marketing with customer success stories. (As opposed to marketing with technical specifications.)
- Sending press releases and announcements to journalists you know, one-on-one, with a personal note. (As opposed to blasting hundreds of journalists at a time with no follow-up.)
These weekly thinking launch points are called “Minutes” because they will always be short enough to read in about 60 seconds.
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