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| John, Some sales folks are fond of the saying, “The sale begins when the customer says no.” I prefer to say – marketing doesn’t end when the customer says yes. The customers you already have can be far more valuable than the prospects you seek – from a lifetime value, return on ad spend, cost per acquisition, and margin perspective. So beginning that relationship with messaging that leads to a successful relationship is critical. Today’s MarketingSherpa article provides some insights into how to run a new client kickoff meeting. Even if this isn’t normally your responsibility, helping out to get this fundamental communication opportunity right can have huge dividends for goals you are probably trying to achieve – more word-of-mouth marketing, better brand building and higher customer retention. Read on for an insightful breakdown by conversion copywriter Anna Bolton into 11 steps she experienced on a kickoff call with MECLABS Institute. The article was first brought to my attention by our team because it mentions MECLABS Institute. But I decided to publish it because it is a well-written breakdown that will help your company with its own kickoff calls. As Anna told us when we tracked her down by email, “I think it's important for people to see how persuasion can be so respectful and in fact, serve the client's best interests.” Here’s to starting well, Daniel Burstein Senior Director, Content & Marketing MarketingSherpa and MECLABS Institute P.S. Our job is to help you do your job better. Reply to this email to let us know how we can help. | ||||||||
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