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Free Marketing: 101 Low and No-Cost Ways to Grow Your Business, Online and Off by Jim Cockrum

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CHAPTER 59

SPOIL INFLUENTIAL CUSTOMERS IN CREATIVE WAYS

You can't fake or automate being genuinely interested or authentic with your customers. Your true personality and interest level will show through loud and clear no matter what you do to try and fake it. If you aren't genuinely interested in your customers then you should fix that problem first. Maybe you're just in the wrong business.

Earlier in the book I mentioned several irrational habits that you should develop. While all customers are important, it can really pay to spoil the most influential customers that you do business with. For example, you can use twitalyzer.com, klout.com, or twittergrader.com to check the online influence score of any customer that uses Facebook or Twitter. The higher the score, the more influence that customer has. Might it be worth your time to target the most highly influential customers with special offers and incentives? I'm predicting an entire emerging industry of services and tools that will enable businesses to do just such targeting. Am I telling you to treat some customers better than other customers? If you are smart you will! This does not mean you treat any customers badly, but your top customers are more connected and influential than ever before, so they can be spoiled unlike ever before because of the high likelihood that they will help you spread the word and grow your business as a result.

IMAGINE THIS SCENARIO

You own a sandwich shop that serves downtown business professionals ...

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