The goal of all marketers should be great relationships.
Great relationships are the gateway to maximizing customer Lifetime Value (LTV).
You can build great relationships by treating your constituents in a way that makes them feel appreciated, unique, and valued.
You cannot be afraid of your constituents. You should always reveal your true self and your expertise, and leverage the information they’ve provided.
Pay careful attention to metrics such as cost, revenue per individual, and profit margins.
Measure profitability with respect to individual constituents, not products.
Maximize wallet share and profitability by focusing on the customers who already like you and perceive your company as delivering good value.
Remember that existing customers are much easier to build relationships with and typically cost a lot less than new customers.