80% of your sales will come from 20% of your customers a recent study have proven. Then how do you retain those happy 20% and make them feel valued? The solution is by talking in their language - that is, understanding their needs in relation to your slot or industry so that they feel understood, not just talked at or to. Brand Loyalty Many businesses sign people up for email lists and loyalty programs, but not often follow up as much as they should. This is a shame, because they really do want to hear from you - if your messaging is related to them. Creating high quality data and huge offers that make them feel valued can progress sales more than thousands of automated social media messages cranked out by a bot. Branding as a Shortcut and the Emotional Connection Purchasing by the brand is a shortcut for a huge number of people, an almost automatic purchase that they think very little about and are not commonly too price sensitive about. They know what they need and they will pay to get it. But people also have an emotional bonding to brands. Emotions enter into buying choices a lot more than most marketers might think. Studies have shown that consumers purchase based on emotion, and then try to justify their selection with logic, not the other way around. Choice Support The emotions that motivated an individual to purchase in the first place can keep them coming back for more, a phenomenon known as choice support. It triggers people to become repeat customers, because once they have brought from you, they will remain to do so to "prove" they made the right choice in the first place. If your marketing messages strengthen their options support by communicating in their language, you can hold your customers effortlessly. Knowing their "pain points," that is, what they combat with most in association to your place, assists them feel understood, and as if your products are really designed for them. Asking for feedback such as reviews, testimonials and survey response will strengthen the idea that you care. Those seeing their reviews posted, or your new product being the one they voted as their first preference in your survey, would also show that you're talking in the same language. Showing the Customer They Are Valued Email marketing list subscribers should be treated like the precious customers and prospects they are. Reward them for being on your list with various items that show you care, which includes: Surprise gifts Perks like exclusive members-only content, discounts and offers Invitations to create user-generated content, such as guest blogging Great bonus items with each package, which can be sent a day or two after their purchase Responsive customer service A detailed FAQ page Access to you personally, such as on webinars or in a closed Facebook group All of these will robustly create impact on your customers to be trustworthy to you because they create the idea that you care about them. Author Name: Jon Allo