Have you ever known a "friend" that's always in it for themselves? You know the one, where they seem to try to get much more from your relationship than they are contributing to it. I think we've all encountered those people from time to time. Annoying isn't it? Relationships should be a two way street of give and take.
The same concept applies to marketing. There's a lot of buzz in the industry right now around "adding value" to the customer relationship. Simply put, if I'm going to give your business something (money, time, viral buzz, etc) what are you going to give me in exchange (beyond just a basic product/service)?
I think today's consumers demand more than a simple business transaction. They want to connect with brands that mean more to them than the sum of the services they provide. Think Apple. How evangelistic is that recent Mac convert you know? Be careful calling their new Macbook just another computer. Or try comparing Starbucks to your local 7-11. Both may offer a hot cup of joe, but one offers a unique experience.
What I'm getting at is its the same when it comes to business or personal relationships. People want to connect with things that add value to their lives. So how are you personally adding value to the people you interact with on a daily basis? And if you're in business, how are you adding value to your marketing and sales channels? More about that another time.
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