Marketing Tip: Stop Chasing the Next Sale

I don’t know which is worse – the entrepreneurs who hire me to write customer acquisition stuff over and over and over again, or the guys who think that’s all copywriters are good for.

There’s a movement in marketing today that would have you believe that customer acquisition is THE ONLY THING that matters. They are constantly chasing the “next” sale. Constantly trying to get that next click on the Buy button. Top of the funnel is where it’s at, baby! get ’em in and they’ll buy, buy, buy. But the trick is to get them in…

Or is it?

In my years of experience, I gotta say, more money was made from REPEAT sales than it ever was by chasing new clients. Sure, a steady rate of acquisition ensures that business never “dries up”. But it isn’t the end-all, be-all that today’s marketing messages and marketing gurus would have you buy into.

Let me explain.

In simple terms, in the real world, you’ve got customers at ALL levels of the buying process. You’ve got the “before” new folks. You’ve got the “during” people who are in the process of making the decision whether or not to purchase from you. And you’ve got the “after” customers who have actually put money in your pocket.

Now, many of you only care about the “after” folks long enough to send a short one-line “thanks for buying my crap” email before you hit them with another “buy from me” message. In fact, MOST of those “thank you” messages end with another offer to buy.

MOST of your blogs and social media posts are the same stuff – buy my crap, buy my crap, buy my crap. Over and over and over again. Chasing the next sale like a hamster in a wheel.

And, if we’re honest, most of you who practice this type of hamster wheel marketing probably NEED that next sale, because you DON’T know where your next one will come from. And that keeps you running like our little rodent friend.

You’re spending so much time chasing the NEXT sale that you’ve forgotten the LAST one.

You do nothing to nurture the customers that have already purchased from you. You do little to encourage them to stick around your communities or email lists. All your content, all your copy, all your videos and blog posts and tweets are so centered on the buy-my-crap, “next” sale, why would they want to?

There’s a fine balance when it comes to content marketing. You can go too far into the content and forget to market, true. Many do. But you can also go too far into the marketing and forget the content. Or rather, forget that there is more than one purpose of creating content.

Take a look at your marketing. A real hard look. Just how much content, how much copy, how much effort is going into that next sale? And how much is going into community building? Customer support (and NO, one page on your website does NOT count)? Showing appreciation and gratitude for the people who are those putting pennies in your pocket?

Content has many uses. Funnels have many levels. Your business has, hopefully, customers in every stage of the purchase process. How well are you meeting ALL their needs? Meet them, and you’ll meet more of your needs. Otherwise, you’ll be left chasing that next sale over and over and over again.

There’s more to marketing than a hamster wheel. Isn’t it time you got off?

(If you feel you need some help with content strategy – using content for more than just making that next sale – you can schedule a free 20 minute consult call here. for those who need serious help, Bloomers Marketing consulting fees are $125/hour, with a 3 – 6 month written, easy to follow content strategy plan for an additional fee.)

What IS Your Website Copy Doing For You?

lazy cat websitecopy

Everybody knows that you NEED a website to have an effective business online, right? There are no digital sharecroppers here at Bloomers, are there? (Please, for the love of all that’s holy, if you ARE sharecropping, STOP right now. Stop reading. Stop renting. Start owning your turf. Start NOW!!!…we now return you to your regularly scheduled programming…)

Just because you are the proud owner of that turf doesn’t necessarily mean that you are using it to its fullest potential, does it? Lazy website copy can keep you, and your business, from looking and doing your best.

With that in mind, can I ask you a few questions? These come straight out of my copy audit and website copy services, so I promise they won’t hurt. Not much, any way?

How’s your A game? Does your website copy grab their Attention? Does it Attract readers/visitors/prospects? Do your headlines grab them by the throat and make them want to read your “stuff”? Does your website copy compel them to continue reading, each sentence drawing them on to the next, like leading a puppy on a leash? Do your calls convince them to take Action?

If not, why not? Isn’t that what that website copy isĀ supposed to do? It’s got a job to do, not just laze around on your page like our sleepy office cats. It needs to be busy, hustling about, getting the reader from point Attention to point Action. And in the straightest, clearest, fastest way possible. If it’s not doing that, then I’d say it’s time for new copy, wouldn’t you?

Now, let’s test it’s sultriness. How much Desire is in your website copy? Girl in the slinky little black number desirability? Or does it remind you of your grandma in her slippers and flannel nightgown? Good website copy builds desire in the reader. Desire to read more. Desire to learn more about the product, brand, offer. Desire to take the requested action. Desire to buy. So, how much desire does your website copy invoke?

Or, does it just laze about, hoping someone will find it to their liking? What does your website copy need to make it more attractive, to help it build desire? A touch of lipstick and a bit of lace, or an out-and-out complete makeover? And can you tell the difference?

Now, A-game is fine, and desire-producing is great, but there’s one more thing your website copy needs to do. It’s needs to have a strong I-beam holding it up. That I-beam is 100% Interest. Website copy that can’t hold the reader’s interest is worthless. They’ll never stick around long enough to build any desire. They’ll never get to the call to take any action. It’s fine to lure them in with attention-getting headlines, but if you can’t keep them there, what’s the point? It’s like the great-looking girl your brother fixed you up with at the dinner party, until you find out she can’t hold any conversation that doesn’t include the Kardashians. You don’t hang around long, no matter how much your sister-in-law wants you to.

One of the quickest ways to lose their interest is to be self-absorbed. Too much “talk about me” in your website copy will turn them off in a hurry. It has to be all about them. Even when discussing your products or services, you have to do so with a focus on THE READER, the buyer. They have to come first. Otherwise, you’re just so much Kloe-and-Kim-loving-blonde to them, lazing about reading the tabloids. Or a scratch under the chin, you self-absorbed feline.

So, how does your website copy hold up? Is it doing its job? How lazy is it? Does it have a good A-game? Is it deliciously desire-provoking? Does it keep their interest? How about its focus on THEM? What IS your website copy doing for you?

If you’ve looked at it, really given it a good, hard, objective look, and realize it’s time to replace, or refresh, your old website copy with better, more productive copy, check out the details of our website content creation services. We’ll cure your lazy website copy fast!

(We make no guarantee when it comes to the cats.)