Imagine the last time you went to a restaurant (ah the good 'ol days...) and the waiter or waitress said "Hello, my name is _____ and I will be your server today..." do you still remember that person's name? If so, it's most likely due to 1 of 2 factors - they were REALLY good, or REALLY bad.
This concept has to do with the two types of memory experiences we encounter - chemical and electrical. Your electrical memory works in the short-term and then is often discarded once the information is no longer required. Chemical memory on the other hand is your long-term memory - and where we as business leaders should strive to be, by providing "amaze & delight" opportunities for our clients, customers, and donors.
For it is these microchemical interactions that feed repeat engagements with your business - including referrals, additional purchases, positive reviews, and so on. But where should we start? Here are a few ideas to get the chemical memory synapses firing:
- Say Thank You - As we touched on in last week's email, saying thank you to your clients, customers, and donors after they’ve purchased from you, is an easy, but powerful way to stay memorable. These memory experiences could be a handwritten note, a gift card, charity donation or perhaps something more special.
- Email Newsletter - Sending out a regular email newsletter to your audience will help your business to be memorable - so long as it is content your subscriber list will find useful. It's important that you are delivering more value than you are selling with your emails. Constantly sending out promotional content will almost always cause people to switch off.
- Deliver Value Consistently - When you’re known for delivering value and helping your clients, customers, and donors to solve their problems, guess who they’ll return to? That’s right, you! Create content that helps your audience with their problems. You could do this with blog posts, emails, social media posts, videos, a podcast, or even a phone call when the circumstance presents itself - memory experiences!
We all agree that being memorable and staying top of mind is vital to the continued success of our organizations. It can be the difference between someone choosing to purchase again from your business or connecting with a competitor instead.
Remember, it’s much easier (and statistically 5 times less expensive) to drive a repeat engagement than it is to spark a completely new one.
What can you do today that will make your business more memorable to your clients, customers, and donors? Thank you for reading and make it a great week