| Is there one key driver that motivates your customer's | | | | So, for you trust translates into consistently producing |
| behavior? | | | | a quality product. This theme of consistent quality |
| If you know it--Leverage it. | | | | should be a rallying point for your marketing. Stress |
| If you don't know it--Find it! | | | | quality every way and in every place you can--in your |
| The small business marketer needs to use every tool | | | | print and broadcast advertising, at the point of |
| available to them, and this is one place where all the | | | | sale--and especially in your packaging. |
| work you've done to understand your customer can | | | | By stressing the theme of consistent quality you |
| really pay off. | | | | create and reinforce your brand of trust. Everybody |
| Brand is a key, here, because your brand reminds you | | | | knows trust is earned--so show why you are worthy |
| how your customers perceive your company. An | | | | of the customer's trust, by stressing how you've |
| in-depth understanding of brand can help steer you in | | | | consistently performed. |
| the right direction when you make any marketing | | | | Trust may not be what your brand stands for at |
| decision for your business. For example, let's imagine | | | | all--maybe you are the low cost leader; or the |
| your Brand = 'Trust'. People trust you. Your customers | | | | cutting-edge innovator--regardless of what you are |
| buy from you because they trust that you always | | | | known for, the vital lesson to remember is to find out |
| produce and deliver a quality product to them. | | | | why your customers return to you, and then leverage |
| Maybe customers complain. OK--there's no "maybe" | | | | that in all your marketing. |
| about it: customers will complain. Possibly they | | | | It's just another way of letting your Brand help you |
| complain about price, for example. Maybe there is | | | | stay focused. And focus is one quality every small |
| some negotiation in every deal and yet you know that | | | | business owner needs to continually hone and develop. |
| while on the surface price may appear to be a huge | | | | Remember: Brand (who you are) + Package (your |
| reason people tell you they buy from you, in actual | | | | Face to the Customer) + People (customers and |
| truth the reason they purchase because they trust | | | | employees) = Marketing Success. |
| your quality. | | | | |