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Attracting More of Your Best Clients

How can understanding values help me to attract ideal clients?

When forming long-term relationships with brands, people are far more likely to be motivated by messaging that respects the deeper principles they stand for. That means your most loyal, passionate customers will be the ones who share your values.

Most people have heard of the 80-20 rule (also called Pareto’s Principle), which states that, for many events, 80% of the effects come from 20% of the causes. In business, it often holds true that 80% of your sales come from 20% of your customers.

If you are looking for ways to get a greater return on your sales and marketing efforts, employing the 80-20 rule using values as a lens is a good place to start. Customers who are more aligned with your values are more likely to become loyal ambassadors, willing to buy, refer and spread the word to friends and family.

Modern success is no longer simply based on a superior product or service. The key to attracting your ideal customers is first in understanding what will resonate with them, and then inspiring them to share your message. It’s about giving people what they want.

Accordingly, many companies are beginning to understand that targeting customers at a value-based level will allow them to foster longer-term relationships that serve the interests of both company and customer. Brands now must engage with customers in a manner that lets them know how and why their brand will help them fill a deeper, often psychological, need in their lives. As brand loyalty decreases, companies that understand the core values that motivate their customers are likely to gain a significant competitive advantage.

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