Jeff For Local Marketing uses the freeway exit analogy: helpful content captures people actively seeking solutions, then a relevant offer converts them. He shows how Anthem Heating & Air Conditioning uses this. Then he argues weekly emails to existing customers prevent them from drifting to competitors, citing a client who's relied on email and postcards for 7-8 years with strong results.
I'm gonna— I'm going down the road, I say, oh geez, my air conditioning not blowing, or is not blowing cold air. I read that article, and now guess what's on that article? Oh my gosh, there's a coupon for a tune-up, or there's a coupon that says, hey, is your air conditioning blowing cold air? You want us to come check it out? And maybe there's an offer there. Now, do you think that billboard is one that's going to get my attention? Excuse my expansion— expression, but hell yeah, it is, because it's going to solve my problem, right? It gives me that next thing. So that's how you use content to convert your customers, is you say you treat each one of those pieces of content like its own little freeway, and everybody who comes off of the main freeway, the internet or ChatGPT, comes to that What are they doing? They're trying to solve a problem they're dealing with right now. And when they see that you have a really good article or a video or both, and they watch and read that, and then you also have an offer, doesn't it make sense for— click through to your offer and become a customer of, in this case, Anthem Heating and Air Conditioning? Or whomever you are? 100%. So that's how content can now become a converting machine. Right now, what about nurturing? How to keep and retain those customers? Well, here's the thing. If I spend money with your business, let's hypothetically say we're about ready to, you know, trade in one of my cars. And let's say, for instance, the car company I deal with had never even stayed in touch with me while I bought the car, would, would my mind be open to other alternatives? Because now it's been a period of time, 3, 5, whatever years, 100%. So I would be more open to other alternatives, alternatives. But let's imagine that every week when I write a blog and make a video, I also send it out to my current database of customers that have already voted with their wallet and said, I trust you, here's my wallet, come fix or give me whatever I'm looking for. But now I send something out to them. And I know there's— wait a sec, I hear it. People say, oh, Jeff, email is dead. Email is still one of your most powerful sources of new customers you can ever imagine. I have one client that that's all we do. I think we've been working together, geez, I think it's been 7 to 8 years. And all we've basically done with a small piece in there where he would send out a postcard, everything else was nothing but email marketing. And his business does very, very well. That's all he does.
