E and R – Creating the Ultimate Fan

Engagement If you want to turn customers into super-fans, it’s important to keep them engaged with your brand for the long-term. It’s the difference between “that place I bought tires at once” and “my tire guy.” You know which one is sending you new customers. Engagement is easy for, say, a coffee shop. People drink …

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Evaluation – Coming in First

The One Where You Stand Out from the Competition Once all information has been gathered, it is time for your (hopefully) future customer to make a decision. You may think there is nothing you can do during this evaluation process to promote your business, but that is not true at all. As we’ve pointed out …

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Exploration: Hunters & Gatherers

Neon sign on a brick wall: "This is the sign you've been looking for."

Your Customers are Searching for a Solution Once someone realizes they have a need or desire, they go about trying to fill it. This exploration phase of the purchase cycle includes researching features, price and other options. A potential customer in the exploration phase needs information – easy to find and parse, relevant, memorable information. …

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