Persistent Selling

There’s a troubling trend I see in startup marketing plans. It’s almost solely focused on user acquisition, with absolutely 0 plan to activate, retain, fight churn, or leverage their customers for word of mouth. It’s a sad state of affairs.

It’s essentially the marketing equivalent of thinking “That Iceberg isn’t so big”, ignoring that 90% of the importance in marketing comes after you acquire a user.

I don’t think it’s any one person’s fault. I think that there’s a few startup “memes” that get traded around enough that it’s finally done real lasting damage to marketers ability to do their jobs effectively.

“Move fast and break things” aka let’s torch brand equity.

The obsession over top line numbers to appease investors is incredibly harmful. Who cares if you’re getting $0.10 cost per installs if your customer lifetime value is $0.05 or you have 99% churn.

The general need to be “killing it” all the time that’s translated only into easily understood top-line metrics rather than creating meaningful, long term relationships with your customers.

Frankly, just plain not giving a shit and being lazy.

This notion that you should ignore your competition.

Want to get in on a little secret? Your competition is poaching your customers constantly. I do it all day every day. Nice little Twitter audience you’ve built up. Would be a shame if someone scraped it, made a custom audience, and messaged your customers based on your biggest weaknesses. Your customer churn is my gain, and there’s dozens of me going after you every single day. The only way to win is to be constantly selling to your customers and continuing to grow the relationship. In the world of business, and specifically marketing, you are never “done”. You grow, or you die.

Persistent Selling was originally published in Observed Reflections.

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