The pyramid restricts our retail and coaching businesses too.
In retail (products or coaching), personalization does NOT start with
segmentation of a database or even an email that starts “Dear Bill” or “Dear Jane”. It starts with thinking about different customers and what is important to each of them.
If you have a 'Pro Shop” or if you’re a coach, stop and think for a moment.

How many of these characters are there in your membership? What’s your proposition to them? Do they think that they are relevant to you?

Think about that last question. Because if they don’t think they’re important to you, why would we ever expect them to do business with you?

You could start an email with “Dear Mark” or “Dear Carla” all you want, that doesn’t tell them they’re important to you, or that you can “see” them.

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