| Copywriting For Relationship Marketing |
Copywriting For Relationship Marketing
Relationship marketing puts the "CUSTOM" back in customer. You would think this would be logical, but this approach seems to be a radical idea in many marketing circles these days. The focus appears instead to be on attracting customers rather than servicing well and supporting them so you keep them. Another name for this is offensive marketing.
If you want to keep your customers, you will do the service and support, because the bottom line is making you money. And to keep your customers and provide service and support, you need to be able to write good copy. Good copy is what lands your customer in the first place. It is what keeps your customer long term as well - along with the good support and service that is.
Relationship marketing evolved from direct response marketing in the 1960's. In the 1980's it became a system that emphasizes the building of long term (relationship) customers rather than relying on just single transactions. This marketing philosophy is called your customers "life cycle". Meaning, you offer a range of products/services, as people actually need them. And to do that, you need to write good copy, among other things.
Why would focusing on existing customers be more profitable? If you're constantly spending money and resources to attract new customers, your profitability suffers. You aren't building a loyal base of people who stay with you. Called "churn", these people won't come back to you. Another term for attempting to keep people and increase their loyalty is also called "defensive marketing".
Those who have already opened their wallets are the key to continued profitability. And if your sales copy for your website and other marketing tools sizzles, then those wallets are going to open frequently.
You can also view your customer lifetime value as a long-term asset. And you value assets and treat them accordingly. Keep your customers (assets) happy and they wind up being loyal. Loyalty is worth money to your business, since the cost of keeping an existing customer is only about 10 per cent of the cost of getting a new one.
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