Dynamic Copywriting

Dynamic And Influential Copywriting: Learn How To Write Sale Copy That SellsRelationship marketing evolved from direct response marketing inthe 1960’s. In the 1980's it became a system that emphasizes thebuilding of long term (relationship) customers rather than relyingon just single transactions. This marketing philosophy is calledyour customers "life cycle". Meaning, you offer a range ofproducts/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? Ifyou’re constantly spending money and resources to attract newcustomers, your profitability suffers. You aren’t building a loyalbase of people who stay with you. Called "churn", these peoplewon’t come back to you. Another term for attempting to keeppeople and increase their loyalty is also called "defensivemarketing". Those who have already opened their wallets are thekey to continued profitability. And if your sales copy for yourwebsite and other marketing tools sizzles, then those wallets aregoing to open frequently.You can also view your customer lifetime value as a long-termasset. And you value assets and treat them accordingly. Keepyour customers (assets) happy and they wind up being loyal.Loyalty is worth money to your business, since the cost of keepingan existing customer is only about 10 per cent of the cost ofgetting a new one.26