This is the most important step in the process by far. The old adage of “Sell the sizzle not the steak” is over. We live in a world whereby if the “steak” is no good, the business is over.
People talk. Prior to social media, a dissatisfied customer told 11 people according to research. Today a dissatisfied customer might have 1,000 friends on Facebook, several hundred Twitter followers and their negative review of your business could become indexed on Google and haunt you for years.
Conversely, if people see your business as remarkable for positive reasons, all of these factors begin working in your favour. If people love what you do, they can tell thousands of people.
The payoff for ...