Today in America we are experiencing a generation (my generation) of ignorance to value of businesses in our communities. Too many marketers and business executives nowadays focus on the ROI, the bottom line, revenue, and conversion rates of their campaigns. What made America such a great and revered market for dreamers all around the world was the amount of heart that we put into building a great business in and for our neighborhoods.

We have forgotten the days when we would always get our bread from Mike the local baker because we knew and cared about Mike he was our neighbor and a friend. You would go and get a baguette from him and he would always have a treat for your kids, or he would find you the freshest one baguette. He always provided a baker’s dozen and that extra donut wasn’t included in the price it was a thank you for choosing him, and because he was the face of his business.

With the power of the internet and leveraging platforms like social media we can begin to recreate that feeling that businesses before the internet had. You can build close, and powerful relationships with your customers so that no matter where they are, and where they are going they will always choose your business first. That is the power of building a brand with a heart. You are able to build strong relationships with your customers and keep them coming to your store/ restaurant / boutique/ whatever for generations to come.

Building a business where the heart comes first will always win long term customers and that doesn’t mean that you won’t still grow, and profit like a modern marketer would do what i means is when that person walks through your door they already have a connection to your business, they see your passion, and you reward them with a great experience in the store and out. When a customer has a concern you are with them doing everything you can. You are praying for them in their hard times, and cheering them on in their best times. You become more than a faceless business or evil corporation you become “Bill, the guy who sent me a couple t-shirts when my home was robbed” or “Sally, the stylist who gave me a break when I was 5 bucks short on my haircut”. When you operate in that way you are ensuring that you are their first choice forever until you override that great experience with a bad one.

The unfortunate thing is that doing this in this day and age is a lot of work, and its requires consistency out of you and your business and you putting all that love and effort into a customer won’t always work some people just want to take advantage of others and nothing can be done about that vile part of human nature. But the reward far outweighs the risk if 10/10 people come into your business and feel all that love and effort that is being put into them 8/10 of them will come back.

Heres hoping that after reading this you can take a real look at the heart of your business and if you find that your business is short on love for your customers. Well lets just say that we hope that you are able to re-evaluate your business and have your heart grow three sizes today!