Where Everybody Knows Your Name
Makin’ your way in the world today Takes everything you’ve got Taking a break from all your worries Sure would help a lot Wouldn’t you like to get away?
All those nights when you’ve got no lights The check is in the mail And your little angel Hung the cat up by it’s tail And your third fiance didn’t show
Sometimes you wanna go Where Everybody Knows Your Name And they’re always glad you came You wanna be where you can see Our troubles are all the same You wanna be Where Everybody Knows Your Name
You’ve lost at love again And the more you’re down and out The more you need a friend When you long to hear a kind hello
Roll out of bed, Mr. Coffee’s dead The morning’s looking bright And your shrink ran off to Europe And didn’t even write And your husband wants to be a girl
Be glad there’s one place in the world Where Everybody Knows Your Name And they’re always glad you came You wanna go where people know People are all the same You wanna go Where Everybody Knows Your Name
This is the second in a two-part series where I am musing on the Marketing Lessons for the USA series Cheers and Friends. In both series the bar and the coffee shop were places where they knew their customers by name, knew their likes and dislikes and made them feel special. A place where people wanted to go to as they belonged. In the first part of the series I discussed how a business that treats all their customers as individuals will be rewarded with loyal customers and greatly benefit from word of mouth. https://fionadranesblog.wordpress.com/2012/11/20/where-everybody-knows-your-name-do-you-know-your-customers/
Today I discuss a key issue for any business – Do people know your name? We all like to think they do don’t we? Worse than that and a fatal flaw I believe we all fall into is that we all assume that people know our name and know what we do. I say this is a fatal flaw and I mean it I have seen too many businesses over the years who have just assumed people know who they are and what they do and then moan like billow that people are not using them. The time they spend moaning would be better spent communicating to potential customers. But they don’t they moan and what happens? Yes sooner rather than later they go out of business. Why? Because they had the arrogance to assume that just because they exist people would know who they are and buy for them.
The simple facts are that unless you are a big brand and they spend millions vying for our attention no business can assume that people know their name. Just existing doesn’t do it. If you want people to know about you have to tell them. And you can’t just do this once and assume job done. You have to communicate daily. Did I say daily? Yes I did. Now I would be lying if I said that I do this 365 days a year. I don’t but I do set myself most working days the task of communicating about Bright Light Marketing in some form or another. That is one of the many reasons that I love social media as it allows you on a daily basis not only to communicate about your business but also to think about what you want to say. I could write a book about communications but as this is a blog piece will keep it short and just mention the other essential thing about communicating your business. You need to reach the customers who will want to buy from you when you are communicating. Too many businesses carry out a scatter gun communication strategy with no thought to the type of customers that they want and hope rather like the Parable of the sower that some of the seeds or in this case communications will reach the right people. You can waste lots of money doing this and achieve minimal results. Your potential customers still don’t know about you. Which is why before you set out you should have a very clear idea of the type of customers you want to attract and the type of communications they might use.
So don’t assume people know your business. Don’t be one of these businesses that assume that just because you are there people will know who you are. Instead try daily to pro actively communicate your business targeting the people who are most likely to buy from you. Make sure as highlighted in part one that you do know your customers by name and do treat them as individuals. That way you may find that like Cheers and Friends Everybody (or as many potential customers as possible) know your name.