A Marketing Manifesto for Value Nurturing

When you want to maintain a long-term relationship with the customer, avoid any marketing tactics that erode trust.

The book Subscription Marketing includes a manifesto for marketers nurturing recurring customers. Of course, it applies well in nearly every marketing situation, but it’s particularly critical when, as in a subscription-based model, you maintain an ongoing relationship with customers.

Here’s a handy infographic:

Value Nurturing Infographic

These are the four rules:

  1. Be empathetic: Always try to deliver value from your customer’s perspective.
  2. Show your personality:  Any brand personality should be authentic and consistent across all customer interactions, not just marketing.
  3. Handle your mistakes with grace: Admit errors. Even have a plan for letting customers go gracefully.
  4. Don’t be creepy: Personalization and retargeting seem like great ideas until your customers think you’re stalking them and lose trust.

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