(Warning: there are enough bullets in this post for the Zombie Apocalypse. You may want to save it in your favorites just in case…)

I sat through a webinar today on advertising. The hosts (whose names shall be withheld to protect the ignorant innocent) said there are three types of customers:

• Frequent (loyal)
• Infrequent (fickle)
• New (not yet a customer)

Now I like There-are lists as much as the next person. My current favorite is…

There are three types of people in this world. Those who are good at math and those who aren’t.

Those of you who know me, however, know I believe there are only two types of customers:

• Transactional
• Relational.

But this webinar did get me thinking… You could also say there are only these two types of customers:

• Those who shop with you
• Those who do not shop with you

And you can break that second group down into three subgroups:

• Those who do not shop with you because they know you
• Those who do not shop with you because they think they know you (but don’t)
• Those who do not shop with you because they don’t know you

And while we’re on this list kick, your customers come from three primary sources:

• Repeat Traffic
• Referral Traffic
• Advertising-driven Traffic

What percentage of each do you think is in your store today?

That last one – Advertising-Driven Traffic – is really only aimed at two people – Those who think they know you and those who don’t know you. What can you tell those people that will change their minds? Go write that ad.

-Phil Wrzesinski
www.PhilsForum.com

PS Repeat and Referral business come from Shareworthy Customer Service. If they aren’t the bulk of your business right now, forget about advertising. You got a bigger leak in your boat that needs serious fixing. Start training your staff to delight and WOW your customers. Otherwise the money you spend on advertising will only hasten your demise.