Special Treatment

All customer are NOT created equal.

CUSTOMER A: the one-time buyers.

They like the look of a garment you made and bought it, although their relationship with you goes no further - once their need for that design is satisfied, the need dissolves. There is no desire for deeper connection.

CUSTOMER B: those that spend 50x more than most.

They are the 20% of the customers that make up 80% of revenue.

They are those that, although they care for good design, they appreciate the brand first and foremost.

And it is for the customer B - the 20%, the 50x customers, the loyal ones - that you give special attention.

Here's the thing:

Marketing a community won't appeal to everyone.

There will always be your Customer A who like a single garment you made.

In fact, it's probably the case that Customer As - the one-time buyers - make up a greater portion of your customer base.

But think about it like this:

You aren't marketing to the greater portion of your customer base.

You're market to the greater portion of the money.

Hint hint: Customer B is the minority that spend the majority.

So sometimes it pays to give special attention.

Truly,

Elijah

P.S. I'm launching a micro-service to help sw brands convert more loyal customers by marketing to their Customer B. It's a one hour collaborative session conducted over zoom.

If you are interested in being involved in some test runs before it's priced, respond to this email with a "yes" and I'll reply with more details. There are 4/5 remaining spots so act fast.