The Very Good Marketing Guide

EIGHTHOW TO TURN A FAN INTO JAM

Every weekday morning, myself and my colleagues walk down to one of the six coffee shops on our office block. The same one, every single day. And we have done so for nearly two years. It is safe to say that we are Fans of this business, and we estimated that each of us spends around $1300 per year with them. (Crazy right?)

But whether consciously or unconsciously, this coffee shop has turned us into some of the most loyal Fans that any coffee shop could hope for. The other day I arrived with a few others and neglected to order a coffee because I had already had one at home. So when they called my name out, I was surprised. The barista told me that she saw me sitting there and thought I may have forgotten to order, so she made me a coffee anyway. ‘Why would I go anywhere else?’ I thought to myself.

Another time I was there, the staff brought a cake over to us at our table, sliced into five pieces. She said they were trying a new recipe and wanted us to let her know what we thought.

So when the owner of the restaurant came over and asked me whether I would leave her business a review on Google, I just did it on the spot. No hesitation whatsoever. This review would help other Strangers come to her business and become Fans, just like me.

Turning Customers into Fans is one of the biggest opportunities that any business has. But what you do with ...