In business, the most profitable brands are those that people with money to spend LOVE (and love to HATE). Think about it: Apple (definitely has its fair share of lovers and haters), Christian Louboutin, Porsche, Whole Foods, and the list goes on and on…
By honing in on the real lovers of your brand, you can start to develop the most compelling messaging for them… which is the direct path into their hearts. And being in people’s hearts breeds loyalty.
On a related note, it also helps to “unload” those clients, prospects and audiences with whom you do NOT resonate.
Just recently I removed 20% of my contacts off of my email list. That’s right. I unsubscribed people from my own list. That may sound crazy to you… especially if you’re trying to build your email list. Why would I do such a thing? Simple. Metrics showed I didn’t resonate with them enough. And if I didn’t resonate, they’d never contract me or refer me business.
In addition to cleaning out my email list, I also eliminated several service offerings and stopped taking small, project-based or “one-off” clients (unless they pay a LOT more).
The result: some awesome free time to spend having a life.
Here’s to “blinging your brand!”
Michelle Villalobos (vee – ya – low – bos)