In building TRUE brand loyalty, the brand messages you deliver does count!

I've heard quite a few people lately apply direct marketing thinking to loyalty marketing.  You know... the order of what's most important is LIST, OFFER, and then CREATIVE.   One author even stated that since creative is only 20% important, then the message counts for even less than that.  (I wish I could remember where I read that.)  This rule doesn't count in building loyalty.

BUILDING LOYALTY IS NOT THE SAME AS INFLUENCING AN IMMEDIATE SALE VIA DIRECT MARKETING. 

So I'll repeat myself.  If you want people to be truly loyal to your brand or company, what you say to them about the brand does matter.

In building TRUE brand loyalty what you say to provide customers with confidence that the brand is a great choice to fit their needs matters a lot.  Yes, the experiences you deliver absolutely count too.  Maybe more than marketing messages.  But what you say and do as you serve customers all add up.

Most marketing managers spend most of their time generating communications geared toward new customer acquisition.
Are you balancing that with communications that help build confidence toward your brand and deliver comfort to prevent any possible post-purchase remorse? 

Buyers want more information about brands.  Research on decision-making has shown that the more information about a topic someone has, the more comortable they are with their decision.  And once people feel like they've done adquate due dilligence, they make up their mind and don't want to change it.  That's the tipping point that more marketers need to manage. 


Loyalty Messages Matter!  Are you paying enough attention to what you say and how you say it?

I know this is going to be controversial, but marketers should never say THANK YOU to their customers.

Here are a few reasons why...

Thank you is a selfish term

It's about you not your customers.  It's what you say when you get something - like a gift.  It's what you say when someone does you a favor.  It's what you say when someone is kind to you.  It's all about YOU.

Saying Thank You reinforces that YOU benefitted from the exchange

Purchasing goods and services is a value exchange.  Customers buy things because they need (or want) what you're selling.  Your product does something for them.  They don't buy things to do you a favor, especially not on an ongoing basis.  Saying Thank You reminds customers that you were the recipient in the value exchange.

Thank You ignores the fact that the buyer has made a great choice that fits their needs

People want to make good decisions.  People want to be told they are smart.  People want to feel comfortable after making purchases.  Saying Thank You doesn't reinforce any of those feelings for a buyer.

Thank You is LAZY LOYALTY LANGUAGE

Thank you is easy to say.  Too easy.  But it isn't really loyalty-building.  Many times creative and copy aren't given enough time and attention.  Managers don't properly direct creatives about what to say and how to say it.  So we see quick and easy copy that doesn't work as hard as it can to build TRUE brand loyalty.


So if you want to build TRUE brand loyalty, DON'T SAY THANK YOU.


What can you say instead?

Start by asking yourself these questions ...

• What language works harder to build TRUE loyalty?
• What else can we say to reinforce that the buyer has made a great choice buying our product?
• What else can we say that instills more appreciation for our product?
• What else can we say to appreciate buyers?
• What can we say that reflects that we understand what our brand ultimately delivers someone?

Answer these and you'll be well on your way to strenghtening your Loyalty Language and building TRUE brand loyalty.

Deb Rapacz presents a selection of Extraordinary Marketing Talks ... Building TRUE Brand Loyalty series