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Marketing Podcast with John Jantsch

In today’s podcast, I want to talk with you about something I’ve been thinking about a lot. It’s actually one of the key elements in my next book. But first, let’s start with some back story.  In the 80s, there was a brand that became a cultural hit called Members Only. Yes, I had a Members Only jacket, there, I admit it. The tagline for the companies’ line of apparel was, “When you put it on, something happens.”

Later we can talk about how goofy this is but today here’s my point – what if you could come to think about your customer or clients or patients or whatever you call them – as members.

Now, I’m not merely suggesting you create a membership aspect to your business. However, that might be a great model for you; I’m suggesting that you think this way about them.

If you did, it might change how you innovate, iterate, and support every aspect of your business.

In a stable membership relationship, your goal is to help every member get the transformation they are seeking. So, naturally, you would care more about them getting a result than you getting a transaction. If that were so, you would have to ask yourself much harder (or at least different) questions.

Questions to answer during the podcast:

1. Where are our customers now in terms of the results they want?
2. What are the characteristics of customers in each of these stages?
3. What milestones must they achieve to move to the next stage?
4. What activities or action steps must they take to achieve each milestone?
5. What systems must we create to ensure passage through the stages of the success journey?

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This episode of the Duct Tape Marketing Podcast is brought to you by Klaviyo. If you’re looking to grow your business there is only one way: by building real, quality customer relationships. That’s where Klaviyo comes in.

Klaviyo helps you build meaningful relationships by listening and understanding cues from your customers, allowing you to easily turn that information into valuable marketing messages.

Want to learn more? Head to Klaviyo.com/ducttape to schedule a demo.