So true! Though I think it’s possible to do this not just through marketing and communications, but through the actual products and services you provide to your customers.

For example… My husband and I own a karate school in Brooklyn NY called Urban Martial Arts. Most students start just taking karate classes with us. But most become increasingly involved with us.

They sign their kids up for our after-school program. That solves the everyday struggle of picking your kids up from school on time and helping them get their homework done.

They sign their kids up for our summer camp. That solves the everyday struggle of keeping your kids occupied and active over the summer, and making sure they keep off the streets and out of trouble.

They bring their kids to our “Parent’s Night Out” events. That solves the everyday struggle of finding a trustworthy person to watch your kid while you go out on date night.

And the list goes on…

I think a lot of businesses can think of ancillary products and services that customers can add on that help solve problems and create a more seamless experience.

“Black Seo Guy “Signing Off”

These sentences really nailed the point for me:
“It’s about stepping back to understand their lives and their routine, and then positioning your brand as the indispensable and daily answer to what ails them. That’s how Google became so strong. It was through their ability to touch every aspect of our growing Web habit with a targeted product offering. And it worked.”

I don’t have an immediate answer for how I will do this for my own business, but figuring this out has now gone to the top of my “think about” list for this afternoon.

Thank you for framing such a valuable question!