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Transactional vs Relationships... it's how the world works...
Thanks Dien. I remember sitting in a barbershop and the woman cutting my hair was excited because she just bought an EDENPURE space heater, and was saying it was the Cadillac of heaters...and cost as much.
Well, I didn't have the need to educate her on heaters, so let her enjoy her happiness. So, sure, brand relationship is an important element. You know me and Little Debbie have had a decades long affair...despite an occasional Hostess moment.
In our world, we can choose at start up to be just transactional, and today that would be my preference, or if branding, to use an assumed identity or non de plume, such as Frank R. Wallace (NEOTECH)...AND then all things relative would be under the Neotech Brand, as an example.
Social media is new way of relationship building, and if one is so inclined, can put themselves out there. I'd rather go the Little Debbie route, or Betty Crocker, etc., etc.
They (customers) can have a relationship with the brand, but not me as the person behind it.
As for selling to those identified prospects, we still must create TARGETED promotions which interrupt them on their lifeline at the right moment and make that interruption meaningful and important to them AT THAT TIME.
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