Sometimes a project comes along that just warms the soul. Not long ago, Andy and I helped the new owner of a historic soda fountain as he sought to share the nostalgia and heritage of this landmark with a new generation – using New Media and Social Media tools. Recently, when meeting with the new owner, I found myself saying something that I say a lot:
“Customers are more loyal when they feel like an insider, and prospects are more likely to convert when they have ‘insider’ information.”
Similarly, several times a week, without fail, folks ask us about our lives… Usually the question goes something like this: “It seems like you are on the road ALL THE TIME… HOW do you do it?” Or, “How do you have time to do all of this?”
Really, the bottom line is that folks want insider information – they want a peak behind the scenes. And your customers want the same from you. As strange as it may seem, in this age of reality shows and YouTube (check out our channel), people really do care what happens behind the scenes at your business. I don’t think I’m that interesting, but who am I to tell you how to feel or what to be interested in? Or maybe, if you’re like me, it’s so refreshing to know that other people think or feel like I do. I believe “Insider Information” is a “needle-mover” when it comes to customer loyalty, word of mouth marketing and long-term success.
What are YOU doing to make your customers and prospects feel like “Insiders?” (Yep, go ahead, and leave a comment below. Seriously.)
In follow-up to the original version of this post, I got a note from friend and business owner Mandy Becker. I asked her permission to share her comments with you because I thought her feedback was so apt – it reinforces the message. Here’s what Mandy had to say:
I loved this! I totally think the insider info think is critical! The last three times I went to market, I wrote a blog about what it was like, what I was buying, etc. My customers loved it! They felt like they were part of the action! I have heard so many times, “Oh, I wish I owned a gift shop – what’s it really like? Do you love it? What’s a typical day.” It is amazing how much people care about one another’s lives; I think we live vicariously through others in some way. Anyway – thank you!
P.S. I think I might even do a weekly blog post called “Insider Information.” Thanks for the idea – I hope it is okay if I use it?
How to make YOUR customers feel like insiders.
Where are the points in your customer experience that make a new customer feel awkward or out of the loop? Do some customers walk into your restaurant or small business and know exactly what to do, what to expect, how to respond? Or do they struggle through certain points of the experience – or even getting in the door in the first place! Learn from your regulars – and find ways to make new customers feel equally comfortable. Sales and tips will increase accordingly.
