How to Categorize Your Database

How to Categorize Your Database

by Sarah Petty

When you know every person in your database intimately, your job as a marketer becomes pretty darn easy.

But you might wonder… How do I categorize the people in my database?

My answer: As many ways as possible. Your database can be divided into current customers, prospects, and past clients.

The more you know, the more personalized your communication can be. And the more personalized your communication is, the stronger your relationship will be with each customer.

Here are five categories we use to help us better understand our database.

1. The Big Fish: These are the people who love to spend money with you.

2. The Steady Eddies: Every business has a few loyal fans that come back over and over again.

3. The Matchmakers: There are some people in life who are connectors. They could be connected to the leaders of all the big fund-raising events, other vendors who would make great partners, or other people who could help drive your business.

4. The Choir: These are the customers who will sing your business’s name from high atop the mountain even if no one is listening.

5. The Taste Testers: This group presents a huge opportunity even if it’s not made up of your best customers. The Taste Testers are the customers who will try you out on a small scale. They’ll watch. They’ll observe. And they may even go to your competition for a taste.

To get more tips on pricing, marketing, and small business strategies, download a free chapter of Sarah’s New York Times Best Selling book, Worth Every Penny: Build a Business that Thrills Your Clients and Still Charge What You’re Worth at:

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This article was written by
Sarah Petty

Sarah is a New York Times best-selling author, highly-acclaimed speaker, author, MBA and coach who started her own boutique photography studio after working for Coca Cola for 20 years and then meeting the marketing goals of a top regional advertising agency’s clients. She attributes the rapid growth of her boutique photography studio, which was named one of the most profitable in the country within just five years in business by PPA, to the creation of her own strong brand. Click on Sarah's photograph to visit her blog.

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