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.)