17. •
•
It costs you 60 – 80% more to chase and convert new clients than it
costs you to service an existing client
It’s really, really cheap to love the ones you have
– Dating context – easier to buy your partner flowers than it is to
find a new partner
– Baby context – easier to feed and diaper your baby than it is to
find a new baby
18. The Mighty Four
1. CORE SERVICE or PRODUCT
2. EXPERIENCIAL STUFF
3. COLLECTOR’S ITEMS
4. FOLLOW-UP