Phil Risher says your existing customers are worth more than new leads because they already trust you. Send a monthly newsletter tied to seasonal services, then email anyone who opened it about a local service visit. That two-step approach turns your database into steady revenue.
You can't get lifetime value without a lifetime relationship. So how do you continue getting that lifetime value? That's the third part.
So, uh, some advice that you can give on how do you establish that relationship and create and transform that relationship into a lifetime relationship?
Yeah, for sure. So out of those 3 levers, the retargeting one is very important. And when we talk with— we work with private equity companies and we work with normal mom-and-pop owners. The number one value in a business is the number of customers you have in your database. And if you have memberships, great, but the customers in your database, because they already know, like, and trust you. So what we recommend is 2 things. One, you need to be sending out an email newsletter every single month. And we have this playbook, it's called a 2-Step Revenue Email Playbook. So you send out an email newsletter based off of a content calendar. So if you're in HVAC, for example, in the spring you would say Now is the time to get your spring tune-up. Then after that first email goes out, anyone that opened that email, you want to send them a second email that says we're going to be in your area. This is the 2-step revenue system.
