This post is part of the 📖 1-Page Marketing Plan series.
Today, I am reading a new section Ascension from Incresing Customer Lifetime Value chapter of the book The 1-Page Marketing Plan written by Author, serial entrepreneur and rebellious marketer Allan Dib.
Yesterday, I read some sections of Acres of Diamonds from Delivering a World-Class Experience chapter of the book.
Tomorrow, I am going to read a new section Numbers Tell Us the Whole Story from Delivering a World-Class Experience chapter the book. Look out for tomorrow’s article.
Ascension is the process of moving existing customers to your higher-priced, and hopefully higher-margin, products and services.
Ascension campaigns help you combat inertia and can prevent customers from switching to a competitor.
It may well be their fault for choosing that cheap option years ago, but it’s your fault and your problem if you lose them because you weren’t proactive enough to keep up with their needs.
Increasing the frequency with which your customers buy from you is another solid strategy for increasing lifetime value.
People live busy lives. They don’t always remember to do things in a timely manner even when it’s of benefit to them.
Send reminders by post, email or SMS to remind them to do business with you again.
Give them a reason to come back
The author described an excellent story of his own experience. He and his wife spent a fortune in a shoe store where they the store cashier handed his wife a $30 voucher after spending $100 to use against any future purchases which author’s wife dragged him to come back to buy a pair of shoes for the author.
Help them repeatedly buy with subscriptions
The Dollar Shave Club turned cheap disposable razor blades into a subscription service. Allen Dib, the author says, a big heavy bag of dog food now arrives automatically on his doorstep every six weeks.
If you’re delivering extra value in the way of convenience, your customers likely won’t even care that you’re charging them more.
You can run some great reactivation campaign themes, and headlines are “We Miss You” or “Have We Done Something Wrong?” You can then describe to them how you’ve noticed they haven’t bought from you in a while and you’d love to have them back and show them how special they are to you. You get the idea.
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- Having only one option means that you’re leaving huge sums of money on the table. At a minimum, you need to have a “standard” and a premium option in each category.
- The sending of regular reminders can be fully automated, so take advantage of technology to do some of the heavy liftings for you.
Use Ascension to upgrade your customers to your higher-priced products. Increasing the frequency with which your customers buy from you. Send reminders. Introduce subscription facility in your products and services.
In this groundbreaking new book you’ll discover:
How to get new customers, clients or patients and how to make more profit from existing ones.
Why “big business” style marketing could kill your business and strategies that actually work for small and medium-sized businesses.
How to close sales without being pushy, needy, or obnoxious while turning the tables and having prospects begging you to take their money.
A simple step-by-step process for creating your own personalized marketing plan that is literally one page. Simply follow along and fill in each of the nine squares that make up your own 1-Page Marketing Plan.
How to annihilate competitors and make yourself the only logical choice.
How to get amazing results on a small budget using the secrets of direct response marketing.
How to charge high prices for your products and services and have customers actually thank you for it.
Author(s): Allan Dib
Part 31 of 36 in the 📖 1-Page Marketing Plan book series.