For Subscribers

Getting Personal

Want devoted customers? Don't just sell them a product--make an impact on their lives.

By Sara Wilson

Opinions expressed by Entrepreneur contributors are their own.

In a world fixated on aggressive marketing strategies, MissyPark, founder of Title Nine, a multimillion-dollar retailer ofwomen's athletic apparel and sportswear, is proving thatsometimes the best way to reach customers is just to get real. Realwomen are featured as models in the company's catalogs and onits website, and Park's voice is heard on the company'sphone recording. In addition, Title Nine's seven retaillocations organize athletic activities, including hikes, cyclingtrips and even a Mother's Day run, thereby turning customersinto friends.

Effective marketing? Yes, but that's not what drives Park todo it. Being a relevant force in her customers' lives has beenher goal since she founded the Emeryville, California, company in1989. Says Park, 44, "As long as we're relevant,they're going to choose to shop with us, spend theirMother's Day with us, spend their evenings with us, and that,in the end, translates into a profitable, growingbusiness."

Continue reading this article — and all of our other premium content with Entrepreneur+

For just $5, you can get unlimited access to all Entrepreneur’s premium content. You’ll find:

  • Digestible insight on how to be a better entrepreneur and leader
  • Lessons for starting and growing a business from our expert network of CEOs and founders
  • Meaningful content to help you make sharper decisions
  • Business and life hacks to help you stay ahead of the curve

Related Topics

Editor's Pick

Everyone Wants to Get Close to Their Favorite Artist. Here's the Technology Making It a Reality — But Better.
The Highest-Paid, Highest-Profile People in Every Field Know This Communication Strategy
After Early Rejection From Publishers, This Author Self-Published Her Book and Sold More Than 500,000 Copies. Here's How She Did It.
Having Trouble Speaking Up in Meetings? Try This Strategy.
He Names Brands for Amazon, Meta and Forever 21, and Says This Is the Big Blank Space in the Naming Game
Business News

American Airlines Sued After Teen Dies of Heart Attack Onboard Flight to Miami

Kevin Greenridge was traveling from Honduras to Miami on June 4, 2022, on AA Flight 614 when he went into cardiac arrest and became unconscious mid-flight.


How to Detect a Liar in Seconds Using Nonverbal Communication

There are many ways to understand if someone is not honest with you. The following signs do not even require words and are all nonverbal queues.

Business News

Singer Jewel Says Her Mom Allegedly Stole $100 Million From Her: 'I Woke Up and Realized She Embezzled All of My Money.'

The singer opened up about her estrangement from her mom and the alleged theft on the 'Verywell Mind Podcast.'

Business News

TikTok CEO Testifies in House Hearing: We Are Building 'Firewall' Around U.S. Data

The CEO of TikTok, Singapore-born Shou Chew, testified before Congress for the first time on Wednesday. He promised to safeguard U.S. data.

Green Entrepreneur

A Massive Hole In the Sun May Cause Dazzling Light Show Here On Earth

NASA says the coronal hole could blast the Earth with solar winds as early as Friday. What does this mean?