So. The people who opt in to your email list are MORE than just numbers, right? They're, well, people. Actual people with individual wants and needs and ideas.
When these people opt-in and you begin your relationship with them, you've got to ask yourself - is this just a one-night stand or is this a relationship for the long haul?
Now, you might think I'm automatically going to tell you to think for the long haul, but the reality is that depends on your business. If you sell coffins, for example, you're going to have a harder time getting repeat business from a customer.* Same with something like wedding photography - if that's the only service you provide, chances are good you'll only get one whack at the piñata per client (unless they're a chick on a soap opera. I'm looking at you, Nora Hanen Gannon Buchanan).
If you sell a product or service that people might want MORE than once, however, you will want to consider every interaction as part of a longer term relationship.
From the word go, that looks like
- extending a warm introduction to who you are and what you do
- giving a delightful sales experience
- providing a world class offer
- checking in on them shortly after the purchase
- maintaining continued communication
- creating new offers to serve them
- lathering, rinsing, and repeating this cycle as the sweet, hot, American dollars roll in
Now, that sounds like a lot of freakin' work, and it CAN be - especially when you're first getting set up.
Check it out, though - you can automate a whole lot of that stuff, and more importantly?
It's SO much easier to get an existing client to open their wallet a second time.
Oh, and rather than always looking for new clients? You've already GOT these people's contact information, you know their likes and dislikes, you've built rapport - in other words, a repeat client is a cakewalk compared to luring in new peeps all the time.
Something to think about, my friend.
As you go about your work today, consider what I said above. How can you make that cycle work for you and turn the wham-bam-thank-you-ma'am into the to-have-and-to-hold-until-death-do-you-part?
What can you automate to make this easier, and what do you have that's a natural upsell to your existing peeps? Can you offer it to them RIGHT NOW? If not, what would it take to get those things ready to roll?
Now, go work on these ideas and build yourself an Uncommonly Good Biz!
PS - The first step to finding those LTR-worthy clients is defining exactly WHO you want to work with. My one-of-a-kind course on this topic can be found HERE. It's good stuff.
*Psssssst - even if you're in the coffin biz, you still want to think relationship and not turn 'em and burn 'em because of one magic little word. That word? REFERRALS. Oh, how we all love qualified referrals. Ya dig?