© 2002 Karon Thackston http://www.ktamarketing.com http://www.copywritingcourse.com
Kevin Clark (“Mr. Entrepreneur”) is a high-energy champion for those who want to start a business or get more profit out of their business. He’s a regional winner of prestigious Entrepreneur Of The Year Award and was inducted into Entrepreneurship Hall of Fame.
Pretty impressive, don’t you think? Me, too! But just wait until you read what he has to say about increasing buying frequency from your customers. You’ll be truly amazed at how easy it is!
KARON: Hi Kevin. Thanks for your time today. I just know you have a world of information about how we can all increase profits without huge expense of marketing to and getting new customers.
KEVIN: My pleasure, Karon. I’m ready to go!
KARON: I’ve been to your site and you talk a lot about “lifetime value of customers”. Most know that one-time sales are not key to big profits. But is there a way to create a "plan" for increasing lifetime sales?
KEVIN: Yes, by understanding and using following strategy:
Acquire customers at breakeven and make substantial profit on back end.
KARON: Expand on that, Kevin.
KEVIN: Sure… this is one of most overlooked and underutilized strategies in your marketing tool kit for growing your business. The key ingredient is to determine if your business has a high probability of customers or clients who come back to repurchase same (or different) products/services from you frequently.
If you do, you owe it to yourself to do everything within your power to get customers into buying stream as quickly and easily as you can.
This technique focuses on keeping an eye not toward beginning of relationship, but on continuation and recurring relationship from bringing clients into your business.
KARON: So, let me see if I understand you right. IF I have other products/services to offer, I can bring a customer into my business with a sale, a bargain rate, etc. as long as I have a strategy for getting them to buy repeatedly? Is that right?
KEVIN: Yes! The majority of your profits will come on “back end”.
Ask yourself this question:
”How much would it be worth if I brought in an extra “X” new customers this month, not making a dime of profit on initial transactions, but making enormous profits on all repeat transactions for next 12 months?”
KARON: Hmmm… I’d have to give that some thought. I guess it depends on how many product/services I have to offer them, right?
KEVIN: Or, in your case, Karon – how many copywriting projects customer needs.