But clients routinely leave their best money on the table.
By ignoring their customers.
I know it sounds preposterous, but it’s true.
Anyone who’s been a copywriter or in the direct response marketing field for very long knows that the vast majority of businesses spend most of their money and time chasing new business…
…while ignoring the business they’ve already captured.
But it costs a lot more to acquire a new customer than to upsell or cross-sell a converted customer… so why would smart businesses take converted customers for granted while chasing after new stuff?
The answer is this: It’s just human nature. We want what we don’t have. The thrill of the chase never goes away. Landing more customers or clients seems more important than doing the more boring work of servicing the converted.
For copywriters, this means asking what you’re doing to retain your client. Turn them on to an article that can help them? Throw an idea into an email?
A very successful copywriter I know uses the “ideas” tactic. On a regular basis he sends his clients ideas. They rarely jump on them but they do often say, “Oh that reminds me… we need another case study” (white paper, sales letter, etc.).
For businesses… where is your VIP program? Your program for loving those who love you already? They’re worth SO much more than the new kids you bring in!
Ask your client what she’s doing for her best, most profitable customers. The answer is usually, “not enough.” Offer to help her put together a campaign that goes for the gold just sitting there waiting to be mined.
She’ll be impressed by your marketing acumen. And you could wind up with work you literally created!
© 2016 Chris Marlow, All Rights Reserved