Trick question:
What’s better…
(1) a BUYER
or…
(2) a CUSTOMER
— on ye olde list?
Before you answer, check this out:
One of my favorite all-time business books is Ken McCarthy’s “System Club Letters” book. It costs a “whopping” $20, and contains a powerful lesson that radically changed the way I do business.
What’s the lesson?
Survey says:
Building a list of customers vs a list of buyers.
Hey, it may not be sexy, but it’s got TEETH.
Big, sharp teeth.
Teeth that can protect your righteous bootay from the vagaries of the economy, changing market place conditions, and, yes, even your own mistakes.
Here’s why:
A BUYER is someone who buys ONE time.
He MIGHT buy again some day.
But usually, he buys one time.
Then, he moves on to the next bigger and better thing.
But a CUSTOMER?
A customer makes it a “custom” to buy from you over and over and over. So instead of a one-time sale, he buys from you multiple times — years into the future. Plus, many of these extra sales are practically handed to you on a silver platter (made before you even create your next product in many cases) because of all the trust, and respect and loyalty they have for you.
I call it “selling in advance.”
And it works even if you suck at selling.
Even if you struggle writing copy.
And, even if you aren’t a marketing jeenius.
And guess what?
I talk about this concept (albeit in different terminology) on tomorrow’s “Ben Settle Show” podcast. Specifically, I show you how to arrange your business so you are only building a list of customers, and not just a bunch of one-time buyers.
Speaking of the show…
We were #8 a couple weeks ago.
(In our biz sub category which has 300+ other shows.)
So, someone’s listening.
Someone’s learning.
And, yes, someone’s profiting.
You can join in the fun, too.
Start with checking out the archives at:
See ya tomorrows…
Ben Settle
