Think of your favorite coffee shop. You can visit it daily or only on Mondays or a few times a week and order a drink. Imagine you love cappuccinos and always order the same kind every time you walk in the door.

It only takes a few weeks for the barista to remember what you like and what you usually order. So don’t be surprised if on your next visit he asks you, “As usual?” You say, “Sure,” and they do it for you, tempting you to try something else: “Would you like to try a new breakfast wrap? They go well with cappuccinos!”

Can you give at least one reason for refusal (only if you haven’t forgotten your wallet and only have money for a cappuccino)?

Your server already has information about your preferences and can make additional sales based on it. They have invested time studying you and paying attention to your needs and wants. As a result, they know what to offer you and are almost certain that you will like it.

This is what savvy business owners call people-based marketing:

Get to know your audience personally…
Collect information and statistics about your customers…
Create incentives based on the data and turn them into sales…

Of course, in our example, the cafe serves its breakfast wrap on the menu to a wider audience.

But they bring you this offer – someone who drinks cappuccinos and doesn’t mind trying something new. People-based marketing focuses on people rather than groups. People love it when you show that they matter by investing time in finding solutions to their problems.