What is the first thing that comes to your mind when you hear the word “sticky?”
Let’s keep it PG…
In general – tending or designed to stick to things on contact or covered with something that sticks.
On an Internet message board – a thread containing important information that is set to remain at the top of the other threads regardless of when it was last updated.
Of a website or its content – attracting a long visit or repeat visits from users.
In business – creating long-term loyal customers.
In his book The Tipping Point, Malcolm Gladwell discussed the concept of “The Stickiness Factor.” This refers to a unique quality that compels the phenomenon to “stick” in the minds of the public and influence their future behavior.
You see brands that have long-term success have “stickiness” throughout their sales, marketing, customer support, products and services. They have the ability to create a word of mouth epidemic that is generated in a nontraditional fashion.
If you aren’t getting the right customer or you aren’t retaining your customers check your stickiness.
Who do you need to create stickiness, CMS:
Connectors – The people that link us with the world. They spread the word. Think of them as bridges.
Mavens – They have information on a lot of different products, places and pricing. Think of them as data banks, that do your research.
Salesmen – Uses knowledge to engage, persuade and influence the sale.
So, what’s the point?
Depending on your business, you may only need a few line items. When Steve Jobs returned to Apple he eliminated all, but eight products. What does that mean for you, stickiness is not related to large amounts of products. It’s based on creating an epidemic where the word of mouth begins to flow and the momentum starts to grow because you have an idea “worth” spreading.
Brands that “stick” have CMS on their side.
How to Make Your Business Sticky?
Identify your Connectors, Mavens and Salesmen.
If there are any gaps fill those gaps.
Develop an concept “worth” spreading.
Let the epidemic begin.
Watch your stickiness factor grow!
One thing is for certain, the market will continue to change, to stay in it long term…
We Gotta “Stick” Together
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