A Dr. Phil episode titled “Flirts, Teases, and Women Who Hate Women Who Flirt” aired in 2002.
And as you can probably infer:
It was devoted to women complaining about their husbands/boyfriends out at dinner/bar/party with them…
…but seeing them gawk – or worse – flirt with other babes.
Well…
How do you think your customers feel when they catch you ardently pursuing new ones while ignoring them?
Miffed!
Although, on a second thought…
I’d argue they actually don’t feel anything.
Because if you seldom follow up…
(As is the case with the majority of supplement brands…)
They straight-up just forget about you.
Out of sight, out of mind.
In every exceptionally successful business, the customer is, is perceived as, and is treated…
…as THE most important asset.
But we live in an acquisition-focused world – most focus on pulling out all the stops to woo a stranger to sample their overhyped birthday-cake-flavoured proteins…
…but ignore the very people who essentially fund those same acquisition efforts in the first place.
It’s akin to holding a steak knife by the blade:
Not only will you go hungry…
…but you’ll end up in the ER.
Your highest, best, and most fragile equity is in customers and your relationship with those same customers.
Preserving and growing that asset value requires – and DESERVES – focus & investment.
Not to mention:
It’s a point of profound differentiation – so few of your competitors do it.
I’ve been in the supplement space for 9 years now…
Know how many emails – on average – I got from the hundreds and hundreds of newsletters I’ve been on?
Roughly 3-4 emails/month.
So if ALL you do is just bump up your email/follow-up frequency to daily…
(And I explore why daily, specifically, inside my book in Blind Spot #2…)
You’ll stand out like a nun in a brothel.
Admittedly:
While this is simple, it isn’t easy.
[Part of this email’s content has been removed from this Email Echoes version of it.]
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