Nicholas J. Webb - What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint

YOUR FIRST 100

How to Get Your First 100 Repeat Customers (and Loyal, Raving Fans) Buying Your Digital Products Without Sleazy Marketing or Selling Your Soul

MEERA KOTHAND

MEERA KOTHAND

Making powerful marketing ideas simple and accessible so that solopreneurs and small business owners get clarity and cultivate a standout online brand presence minus the sleaze

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You can download the First 100 Pack (with a fillable PDF of the questions raised as well as bonus resources) at https://yourfirst100.com/bonus.

You could be thinking one of two things right now. Either

A.Seriously, just 100? Thats barely going to get me the income I need! Sounds like a ridiculously low number; or

B.Im struggling to get a single customer. How about we work on one first, and then Ill take it from there?

Whichever camp youre in, youre here because you have a digital productbased business or aspire to have one. You may already have an ecosystem of products or have none as yet. No matter how far along you are in your business, the idea of having repeat customers and loyal, raving fans buying every single one of your digital products is irresistibly tempting.

It has to be good, right?

Well, it is.

Repeat customers and loyal, raving fans are an asset to your business. The more you have, the better. If you have even a tiny inkling of doubt about this, here are some stats to show exactly why repeat customers are important.

Firstly, it is six to seven times more expensive to acquire a new customer than it is to keep a current one.

Lets get the definitions out of the way so that were on the same page.

Who is a repeat customer and a loyal, raving fan?

Repeat customers and loyal, raving fans are people who are sold on whatever you sell because its from you and they want it. You deliver more than a product to them. What theyre buying into is the experience they know theyll get out of purchasing from you.

Their thought process could be

I know shes going to make it simple and step by step.

Hes going to get me results and make it fun as well.

I know Im going to get so much more than what I paid for.

They have a set of expectations about the products youre selling even before knowing what theyre buying into.

The key here though is not to reach 100as counterproductive as that statement sounds because thats what you bought into with this book.

The number 100 just gives you an idea to wrap your head around.

The key here is to know how to nurture repeat customers and loyal, raving fans. Rather than look out for a single, once-off sale, you want to shift your thinking and convert each buyer or subscriber into a repeat, loyal customer.

If 100 is overwhelming, scratch that and think 10.

You could substitute 100 for whatever number you want. Because, if you know how to get to 100, you know how to get to 200, 300, and beyond.

This book isnt just about people who have already bought from you. Rather, its about knowing how to cultivate and nurture people who may buy from you at some pointyour subscribers, your website readers, your social media followersand keep them coming back for more.

But what makes people buy again and again?

You could say they buy because they have a need. The product youre offering satisfies this need.

But is that all there is to buying?

What can you learn from the big brands, and how can you apply it to your digital productbased business?

Imagine the experience you get at an Apple store.

Or the experience you get when you shop at Target or Aldi.

Each of these places evokes a different buying experience. You immediately get a visual cue in your mind. You can almost feel the tangibility of the in-store experience.

People buy from a brand because of the way it makes them feel and the meanings attached to it.

But in an explosion of brands, does brand loyalty exist?

A recent survey done by Facebook suggests that brand loyalty is very much alive. Facebook found that 77% of people surveyed are returning to the same brands again and again, and 37% indicate that they make repeat purchases and are loyal to a company. Its these brand loyalists that you want to nurture.

Brand Loyalists prioritize more emotive and experiential qualities, like trust and service. One of the standout words they use to describe the brands they love is experience.

Experience covers all of the interactions a person has with a brandproducts, website, delivery, customer service, right up to the cashier and more.

As an online business owner selling digital products, you need to pay attention to the experience your readers, subscribers, and buyers have with your brand too. Just like a brick and mortar business, your online business has several points of interaction with your audience. These brand interactions are called touch points.

In his book What Customers Crave, Author Adam Richardson defines touch points as Setting, Messages, Interactions, and Products. So there are variations in terminology, but the idea behind what a touch point is, is the same.

In this book, Ill introduce you to the 5P Touch Framework:

1.Pre-Touch Point

2.Premier (First) Touch Point

3.Pivotal Touch Point

4.Prime Touch Point

5.Post Touch Point

Lets see how these play out for a brick and mortar store before you see how they translate to an online digital productbased business.

Imagine youre buying a car at the dealership.

You start with the pre-touch point. At this stage you have not interacted with the car dealership before. You may have received some marketing material. Or you may have heard a friend mention the fabulous service they received.

The premier (first) touch point happens when you call in, and the receptionist is this really nice and helpful lady who even lets you in on when the best sales rep will be around to serve you. Or maybe one of the sales staff greets you at the door with a warm smile and shows you to your seat.

The pivotal touch point is when the salesperson tries to understand the needs you have for your car. She engages with you and shows a genuine interest in your life. She asks you how many kids you have and how much space do you need. She empathizes with your long commute to work. She shows you that she understands the problems you have and assures you she has the perfect solution.

The prime touch point is how she takes you through the sales process right up till delivery of your new car keys. Does she have answers to all your questions? Does she support you through the buying process? Does she dispel doubts and objections you have? Does she calm your fears and reassure you that youre making the right choice? Does she walk you through the features and benefits of the car and invite you for a test drive? The sale is made when all of these needs are met.

The post touch point is the after sales service you receive. Does the dealership offer free servicing as part of their sales package? How do the workers greet you when you come for your first service?