Hey, guys. It’s Brandon with Painter’s Academy and Painter’s Weekly. If you look behind me, there’s something very unique, and it is a reverse waterfall. Leave it to Disney to do something this counterintuitive. Let’s talk about something that is rather counterintuitive, and it’s how you communicate with your clients for customer retention, client retention. You would think that constantly talking to them about paint and how paint makes their lives better and how the newest paint can be applied and the newest colors and the newest products and the newest sheen and how to protect their house and their deck would be exactly how to keep them engaged. They’d never go anywhere because God knows, everyone thinks about paint morning, noon, and night.
Well just like this waterfall behind me here, how you communicate with your clients for retention is counterintuitive. Let me give you a few examples. In newsletter engagement, a communication you do monthly by text, social media, and snail mail, you don’t really want to spend a whole lot of time talking about paint. Instead, I’m going to spend that time with slice of life personal communication in addition to recognizing customers of the month, quizzes, recipes, how-to articles unrelated to paint, recognizing referral sources, asking for referrals, crossword puzzles, et cetera.
I know it sounds odd. I know it sounds weird. Counterintuitive. But when you look at what folks read as they check out at the grocery aisle, to the left and the right, you’ll see it’s primarily consisting of cooking, crafts, stories about people that folks have never met, personal interest stories, et cetera because the only way to keep people engaged naturally is to entertain the lot and educate them. And for most of us, we just don’t have a lot of bandwidth for paint. So if you’re constantly barraging your list of past clients, unconverted leads, and referral sources with paint information or constantly asking them for business and treating them like a human ATM machine, or trying to request reviews from them consistently and constantly, that will not work.
So take a lesson from Walt here. Do something that’s a little counterintuitive in our industry and change up the content marketing mix for those that have come into your funnel. I’m Brandon Lewis from Painter’s Weekly. Talk to you next week.