“As you already know, people do not buy shampoo; they buy clean, great- looking hair. That means selling a benefit. A way that some shampoos have achieved profits is by reassuring people that the shampoo cleans hair, then stressing that it solves the problem of unmanageable hair -- a benefit and a solution to a problem.” –Jay Conrad Levinson
"Although it now costs you six times more to sell something to a new customer than to an existing customer -- which is why guerrillas market so caringly and consistently to their customers -- there is a constant need to increase your customer base. Therefore, you're got to be willing to turn cartwheels in order to get a human being converted into a real live paying customer. Break even or even lose money in the quest for a new customer because your investment in securing these precious souls will be returned many fold.
Once your prospects become customers, they're a source of profit for life -- because guerrillas know the crucial importance of non-stop follow-up. The follow-up increases your profits while decreasing your cost of marketing. Remember, it's only one-sixth the cost of marketing to non-customers."
"All business owners care about their customers, but guerrilla marketers prove they care. It's very easy to care about your customers, but unless you take steps to show them that you care, they might be wooed away by a competitor. Your marketing can say all the right words and tell customers how important they are to you. But you've got to prove your dedication to customers -- and prospects -- by taking concrete steps beyond mere words.
Guerrillas know that there's a world of difference between customer care and customer attention. Many companies lavish attention upon their customers, but only the guerrillas excel at caring and know how to make customers feel sincerely cared for."
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