The goal of most marketing is to get people through the door, bums on seats and products sold.
Because much of our marketing effort is front-loaded it’s easy to believe that once we’ve closed the sale, we’re done. And so we latch on to stories of six-figure product launches and multi-million dollar capital raises—often making those the metrics we aspire to.
Getting people through the door is a tiny part of the work we do. The threshold is where the story starts. We need to devote twice as much time, thought, effort and care into continuing to woo customers once they have handed over their money as we do before they commit.
The biggest question facing us is not, “How we get people to buy?”
It is, “How to we earn the trust that keeps them?”
Image by Aikawa Ke.