Eric Siu explains why discounting backfires and shares three tactics instead: use customer testimonials in ads and emails, get superfans to co-create content like webinars, and nurture leads with drip emails to unlock upsells and cross-sells.
If a customer buys once, you've made a sale. If a customer comes back, you've earned trust. If a customer tells their friends about your product, you've built a brand. So how do you get from here to here? Number 1, customer spotlights. Collect testimonials from your happy customers. Use the best one in ads, emails, and landing pages with permission. Number 2, customer references. Identify your superfans and ask if they'll co-create content with you, such as blog posts, webinars, or events. It beats paid ads by miles. Number 3, customer nurture. Stay in touch with existing customers so you can upsell or cross-sell naturally. Use drip emails with helpful resources and relevant offers. It costs far less than acquiring new customers. Follow for more marketing breakdowns that grow your client pipeline fast.
