Loyalty

There is a big difference between repeat business and loyalty. Repeat business is when people do business with you multiple times. Loyalty is when people are willing to turn down a better product or a better price to continue doing business with you. Loyal customers often don’t even bother to research the competition or entertain other options. Loyalty is not easily won. Repeat business, however, is. All it takes is more manipulations.

Simon Sinek: Start with Why: How Great Leaders Inspire Everyone to Take Action

Coming up with new and better marketing schemes (manipulations) is hard.

Creating loyalty to your brand is much harder. But also much better for your business in the long run.

Marketing schemes can work, for a while. Then they become old and tired, are copied by too many competitors, or simply fade away.

Unless violated by doing something stupid, trust sticks around forever.