Success...or your humanity?
The hidden benefits of bringing your humanity into your business. How you can leverage your relationship with your customer to quickly grow your profits.
Yesterday I started watching an old Japanese movie, High and Low.
It is directed by Akira Kurosawa, one of my two favorite Japanese directors (the other is Masaki Kobayashi). Just a sidenote, if you like old Japanese movies, let me know your favorites!
But, getting back to the movie: It is about a shoe company executive (named Gondo) whose son gets kidnapped. Only...the kidnappers make a mistake and kidnap his chauffeur's son. But, when they find out that they have the wrong boy...they still tell him to pay up or they kill the kid.
The amount that they demand is enough to bankrupt the executive and destroy his career. If he pays, he'll lose everything that he has built up in his lifetime.
So now he has a choice - either pay the ransom for a child, who is not his son, and lose everything...or don't pay, and feel responsible for the death of this child.
What would you do?
At one point, Gondo says something that I think is easy to forget: Success isn't worth losing your humanity.
Not only that, but I believe that your humanity is what brings lasting success. Your humanity is what will make your customers buy from you again and again. The relationship you build with your customers, the trust you create...that is the building blocks of a truly successful business.
When you focus on building a lasting relationship with your customers, you are building a valuable asset that you can use to "print" money whenever you need it.
Your current customer base is one of the Hidden Marketing Assets that we uncover and use to create your marketing system.
When we work with you, we'll set up systems to ensure you upsell at every transaction (in a way that will actually make your customers feel cared for), cross-sell other products that you offer, and continually follow up with, and reward, loyal customers in a way that gets them back to your business frequently.
By doing this, you will increase your conversion rate, grow the average transaction value, and increase the lifetime value of your customers.
This is an extremely high leverage activity, and leads to significant, exponential growth...without any additional marketing spend. This can dramatically increase your profits and grow your business faster than you thought possible...without additional risk or costs.
In today's email tip, I shared how you can uncover these Hidden Marketing Assets already there in your business, just waiting for you to uncover, optimize and exploit them.
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