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Flip the Funnel: How to Use Existing Customers to Gain New Ones by Joseph Jaffe

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BLOGGING BELONGS TO YOUR CUSTOMERS

In the olden days (meaning 10 years ago), companies and their customers really had no direct link to each other’s respective worlds. Contact was sporadic, labored, and typically on an individual basis. Customers literally had to write a letter to a company in an attempt to get their attention, which was never guaranteed. Today, however, it’s a completely different ball game. Blogs have given the meek (or is it geek?) the ability to inherit the earth, and the strong the ability to rule it. Not only can customers communicate very clearly with companies, they can connect with each other, often bypassing the middleman (that would be you).

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