Think about your very best customers. How did they find you?
Chances are your best customers didn’t come from an expensive TV or radio campaign. They didn’t come from a 2 for 1 Groupon offer or other daily deal. Instead of buying into coupon programs or costly advertising campaigns, do better work. Deliver a product or service that people look forward to using or experiencing. Deliver something that your customers are compelled to talk about.
Spend your time/money/energy on creating something useful, enjoyable, entertaining, and/or inspirational and then trust your best customers to deliver more people who are like them. If you do purchase advertising, think quality over quantity. Advertising to the masses is overrated and overpriced. Ask your customers what they read and what websites they visit to determine the best place for your message.
Thank your existing client base with a gift instead of enticing new business with a cheap offer. A new customer’s first impression should be, “wow that was amazing” not “I got a great deal”. Deal seekers will soon be after the next deal and very few of them will become your best customers.
Let your best customers know that you trust them by asking for their advice and input. Then show them that you trust them by listening.