Strangers, Friends and Lovers - What does it mean?

Upside Down Marketing  - Because sometimes you need to turn things upside-down to see it clearly.

Say you think of your clients and potential clients in four simple categories:

• Strangers - a broad market, they don't know who you are.
• Friends - prospective clients, you've met, they know who you are, but they haven't bought from you so you're not that close yet!
• Lovers - current clients, who love you.
• Ex-lovers - ex-clients who have fallen out of love with you!

HOW TO BE CONVENTIONAL:

Most business budget their time and money as follows:

• 60%  -  Strangers
• 30%  -  Friends
• 10%  -  Lovers

They spend most of their marketing  effort focusing on people they don't really know.

NOW TURN CONVENTION UPSIDE-DOWN:

It's mad to spend most of your time and money on people who don't event know who you are.  It makes no sense at all.  If you were a betting person you'd only bet where there's the best chance of getting a result.  Yet you're betting all your time and money on getting the worst results possible.

What about this for a mad idea?  Spend your time and money like this:

• 10%  -  Strangers
• 30%  -  Friends
• 60%  -  Lovers

The greatest effort with the people who already think that you are great - they already love you, and by spending more time and money with them they will spread the word.  They will act as your ambassadors, your 'raving fans'.  They know your strengths and weaknesses; they can help by spreading the word or giving you warm referrals.

Top Tip:  Spend a little time considering this piece of upside-down thinking - in the right business this process will increase your marketing effectiveness tremendously - GUARANTEED!