There is an art gallery close to my office here in Port Moody called the Lone Cypress Gallery and Bistro. I will often walk down to get a sandwich for lunch. While the food is very good, probably the real reason I go there, is that they know me when I go in. Stephanie makes the sandwiches there, she knows how I like my lunch, and I am a recognized patron at this point. The Cheers’ theme song encapsulates this quite well.

In your marketing, the features and benefits of your product is often a secondary consideration. How is your customer getting to know You? How are you introducing yourself to the world, and getting your customer a little closer to being a recognized patron? How are you going to give your customer the feeling that everyone knows their name?