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The Nutraceutical Marketing Gold Rush – Or How To Find Happy Customers for Life
The 80/20 rule is really a 90/10 rule for nutraceuticals. Moreover, most of the “10” are repeat buyer
Yet surprisingly, more than 2 out of 3 companies have no effective strategy to retain their hard-earned customers.
It’s a shame, too, because it’s pretty easy to keep buyers coming back. It only takes a few simple steps.
STATISTICS DON’T TELL EVERYTHING
Lots of marketing research reports the value of repeat customers. For example, it is 5x harder to get a new customer than to keep an existing one.
Such descriptive statistics are nice, if a little sketchy.
It is much more informative to see what it takes to maintain repeat customers.
For example, one supplement company I worked with really hit a customer retention threshold. The main product line was probiotic supplements.
They sent a magazine to every buyer every three months.
This 15-page document included stories from other customers about how they solved various problems with their gut health. It was four-color with lots of pictures of happy people.
It also had the approval of a research scientist – ie me. Plus photos of me in a white lab coat and tie.
The document was sprinkled with a lot of persuasive language. She focused on the key emotional buttons that will trigger a purchase action.
It read like a good novel that is hard to put down. In other words, people will read it all the way to the order page.
The order form made the purchase process as simple as possible. And offered options for better prices when buying multiple bottles.
The final part of Magalog’s strategy was easy contact with the company. The target age group was mainly seniors. They were susceptible to phone calls to talk to a real human being in the company.
Overall, this marketing strategy created a sense of human-to-human connection with each customer.
It didn’t just guarantee customer satisfaction. She focused on acquiring customers happy.
As a result, the company’s valuation grew from around US$6 million to more than US$20 million in about 10 years.
While the marketing copy in this case was magalog, the main goal was to make customers so happy they keep coming back.
It certainly worked for my own customers as well.
At one time I owned a brick and mortar retail nutrition store.
It was there that I created a weight loss program with an emphasis on customer appreciation.
A few simple steps I took to ensure they were happy with me did wonders to keep customers coming back.
In fact, it’s still operating online, more than a decade after the physical location closed.
The only thing that keeps customers coming back is this: A human connection.
And it is done.
All businesses rely on human customers. Connecting with them is the basis of effective marketing.
It is the basis for customers to know, like and trust you.
People who care about good health are especially responsive to human connection. It plays on one of the most compelling emotions in wellness marketing – hope.
In the old days, brick-and-mortar grocery stores relied on sympathetic salespeople. They could provide wellness solutions in a caring, face-to-face manner.
The need for this seemingly ancient human connection has not gone away.
Customer loyalty still depends on fulfilling this need.
It’s just that digital marketing often fails to deliver that these days.
Customers have limited or no access to sellers. Online contact forms go to non-personal email addresses such as “[email protected]”. Toll free numbers only reach external call centers in foreign countries. Marketing materials usually mean fear-based armor.
Despite all this, digital marketing can do a lot more than generate unknown leads. Done right, it can create and sustain customer loyalty based on human connection.
We can summarize the process in three key parts.
THREE EASY STEPS
1) First of all, create channels for human interaction.
Live phone chats and personalized emails are second to none.
Use these connections to ask customers what they want. Their answers to open-ended questions will provide you with a treasure trove of information for future communications with them.
This gives you a solid foundation for acknowledging their concerns in a way that helps them feel important.
The search for meaning is the overwhelming driving force behind human behavior.
Ultimately, listening to your customers will tell you exactly how they want you to sell to them.
2) Once you know what customers want, explain why you have their solution.
The human connection you make in step 1 will build their trust in you.
They will listen more carefully and be more likely to buy from you again and again.
3) Create a customer appreciation program to follow up after each purchase.
Many companies use Survey Monkey or other services to collect customer feedback. The process usually stops there.
You can really differentiate your company by responding to survey respondents with thank yous, recognition of their value to you, and gifts.
Stick to the old adage that the big money is in the follow-up.
These steps will ensure that your customers are satisfied.
And satisfied customers will continue to be the basis of a healthy financial result.
HOW CAN I HELP YOU?
I am an experienced alternative health freelance writer, published researcher, and 30-year university professor.
I leverage my experience writing compelling marketing content that drives sales for alternative health businesses.
My work embodies the use of key emotional triggers that people identify with.
The content I create attracts new customers and keeps them.
Would you like to use what I can do? Let’s talk.
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