October 17, 2008

Book Review: 7th Truth of Marketing to Women

EVEolution: Eight Truths of Marketing to Women

Book By Faith Popcorn

Truth #7: Co-Parenting is the Best Way to Raise a Brand

This one’s easy to get. The distinction is this: building your business based only on your internal guidance versus inviting, considering and acting on the external feedback from your target market.

How do you “co-parent” a business?

Survey your clients.

Ask them what they think. And then really consider what they think and make adjustments that honor their feedback.

Don’t forget to give them credit for it too.

Invite your clients to critique the way you do business. Ask them how would they would improve your services if they were you? What could be better?

Do this regularly. The more you do this, the more likely women will tell you what they’re really thinking. And that’s when the good stuff comes.

Ask them what they want next from you. Let them co-build your business. Consider them your board of advisors.

Take their answers seriously. It doesn’t mean you have to act on everything. It does mean you have to consider their responses.

Here’s what I know for sure about this: YOUR CLIENTS WILL BE THRILLED THAT YOU ASKED. Most business owners don’t ask or some businesses might put out a suggestion box but you get the feeling that no one really reads it.

Not only does this guarantee success, it brings deep connection between your clients and your services. And clients/customers want more then your services and products. They want to feel a connection to the company they buy from.