How many businesses have this as their one and only goal? Very, very few. And that’s one reason why businesses don’t generate brand loyalty.

I am making the assumption here that your company isn’t targeting teens. That requires an entirely different set of strategies. Rather, I am addressing the majority of businesses that sell to informed adults.

I owned a software company that had programmers as it’s target market. My tool worked and worked well. As a result, we offered a 100% product satisfaction guarantee. Just tell us you’ve erased the program (we didn’t even make them mail it to us) and we will refund your money. Occasionally - perhaps twice - people asked for refunds once they realized the product would not do what they wanted. Instant money back. I know for a fact that our 100% satisfaction policy drove sales and created buzz about us. We had brand loyalty like you wouldn’t believe.

Later, this company had software that Apple distributed with every copy of “HyperCard” they sold. Obviously, we couldn’t offer a money-back guarantee: the customer got it for free as part of their purchase. However, we went out of our way to provide customer support. We provided a high level of technical support on our website, via email and, when necessary, via telephone. Nothing in our agreement required us to do this. And we were shipping the full version - not a limited-use “lite”.

Again, we received an enormous amount of brand loyalty.

This was our internal, written business vision: “Our job is to create happy customers - and we will go to any length to make that possible.”

We enjoyed incredible success.

I helped create the entire “Adventure Tourist” business when I created Migs Etc!, the company that first let people fly on high-performance jet airplanes, such as the MiG29, in Moscow.

As President and owner of Royal Software, I had some of our programs published and distributed by Apple Computer. Currently, I am President of and partner in AwesomeMegaMightyGames, a desktop game software company.

My writing experience includes years of journalism, technical editing, book editing, and op-ed writing. I currently edit a magazine for a large charitable organization on a voluntary basis.

I have been in charge of marketing and created new product markets for a number of US and UK businesses.

How can I help you?