“If you know what you’re looking for, the backward glance can be a glimpse into the future.” What does that mean, I mean, really? Do you know? Because I’m not so sure. But I do like it. I like it for a couple of reasons. Number one, the part about knowing what you want – that sounds to me like someone who sets goals and takes action to achieve those goals, so that’s something I can easily get behind. Number two, I like it because I read it on the marquee of a tire shop that I pass by when I’m walking to my office. The shop owner of the shop takes the time to put up thought-provoking quotations on the marquee every week (at least I’m assuming it’s weekly – I don’t pass by everyday, but they change frequently). In any case I’m sure doing so helps set the shop apart from the rest of his competition.

And that is the subject of this blog post – adding value. What are you doing to add value, to stand out from your competition? It seems that the basic focus of traditional marketing is simply about reaching your target market, which is great, but it begs the question: what’s next?

When your reader receives your message, after your customer walks into the store, what’s the next step? Why should they buy from you? Assuming you’ve covered the basics (I mean, I can make that assumption can’t I?) and that you have a worthwhile service or product, what else can you offer? How can you show your clients that you appreciate their patronage? As you know, customers have a lot of options. There are lots of choices out there and you want to make sure that they choose you. Repeatedly.

In order to keep that hard-won customer, you must make her feel appreciated. Let her know that you’re aware of the many (other) choices she could have made, and that you’re happy she picked your product/service.

So what really can you do? Enhance your offerings with a value-added component. Take some time to regularly brainstorm on low-cost, but effective ways to say “Thank you. I noticed. You are appreciated.” A handwritten note in the shopping bag? A small sample of a related product? A little “we like your shirt today” discount? Yes, it’s a little tongue-in-cheek, but why not? Be creative. Make the customer smile when she pulls out her wallet. Suggestion: As part of your end of month mini retreat, set aside a specific time-frame to come up with what I fondly call “a little something extra.” (If you’ve ever been to one of our events, you know what I mean.) Your customers will notice. And they’ll tell a friend. Or two.

Report back. I’ll be interested in hearing what you come up with.