Whether we want to admit it or not, we all want to belong to something. It’s only human nature to enthusiastically support being part of a group — whether it’s your family, your favorite sports team, political party, or even the Little Orphan Annie Club. Nobody wants to be on the outside looking in…we all want to be included in the “we.”

Knowing this, we can leverage that power in our marketing plans. If we look for ways to employ the we in our overall marketing plans, the customer feels important and appreciated. They also become vested in the process. Let’s look at a few examples:

• Encourage customer feedback, and employ the feedback on your website. Note it next to the product or service that is being praised. We all love to see our name in print!
• Institute a Product Review Board. When you are considering a new product launch, or expanding your line, send out a sample item to some of your best customers, and solicit their feedback. You might even offer them a spiffy looking graphic that they can place on their websites, designating their status. Ask that the graphic link to your website, and you’ve also just successfully added some inbound links.
• Implement a Customer Rewards Program. Set up a discount or reward program based upon customer’s purchases. Credit card companies do this all the time with great success. This will increase customer loyalty, and increase sales. Frame your program launch based upon the recent headlines of rising prices, pain at the pump, etc. – and you’ll also gain customers’ respect, and gratitude. You simply can’t put a pricetag on that.

With relatively little effort, even these small changes can yield big results. And, in a time when many small businesses are fighting for every dollar, that is a concept we can all get behind.