[Editor's note: this is a re-post from January 2011. Part 2 of a series of year-end posts I write each year. When we migrated to the new site design, all the old posts were archived.]
Jeffrey Gitomer said "Customer satisfaction is worthless... do you want your wife to be satisfied or loyal?"
It's a little crude, but the point is well taken. As a creative entrepreneur, having a loyal following means you've got Raving Fans who love your work, support you financially, and you can make great money doing what you love. If they're not loyal, they'll drop you like a hot rock as soon as someone new hits the scene.
So how do you build customer loyalty?
It's an acronym for the 4 actions that draw your audience closer and help you build meaningful, loyal relationships with them.
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