Feels Like the First Time

I’m in an airport terminal for an early morning flight and I spot an Au Bon Pain.

Instantly I flash to the first Au Bon Pain store in Cambridge, MA where, nearly 30 years ago, I had my first ABP raspberry croissant.

It was still warm, crispy on the outside, and the cream cheese filling was just tangy enough to balance the sweetness of the raspberry. It was heavenly.

That memory is enough to get me to walk into this small, shabby Au Bon Pain outpost in LaGuardia airport. Their raspberry croissant is good, though it is but a shadow of the original. Even so, it’s created just enough of a positive flashback that I keep on coming back.

Whether we’re selling a product or a service, whether we’re a marketer or a salesperson or a philanthropic fundraiser, we are in the business of creating feelings, emotions and memories for our customers.

The strongest, deepest memories can create customers for a lifetime.

When your clients think about you, what do they remember?