Did You Know?

Did you know that you sell items ... popular stuff ... to first time buyers? And some of those items cause your new customers to repurchase at lower-than-average rates?

Before you click "delete" and continue paying Google a bunch of money for (checks notes) keywords, think carefully for a moment.

• Somewhere in your marketing department, you have somebody who is accountable for marketing to loyal customers to increase loyalty.
• That person is being hamstrung ... by you ... because you are promoting specific items that are attractive to prospects who will become new customers who won't buy again.

I wouldn't tell you about this fact unless it was a rampant issue in 2025.

I'll take you back to 1990. Back when the President lavished hate on broccoli, I worked at Lands' End. We had a 64 page "prospect catalog" with only the best selling items. By doing this, we could avoid all those vapid spreads that didn't generate enough profit.

We didn't look at whether the items we were selling in prospecting catalogs led to future customers bursting with potential. We finally did that in 1995. That's when we learned things ... things like getting a first time buyer to purchase bedding was a bad thing because the customer didn't want anything else in the future ... but getting a Mom to buy Kids product caused the Mom to buy Womens and Mens and Kids and Home and Tailored product in the future ... a good thing!

Do you think you have comparable items?

Don't you think you should know what items meet the criteria ... good or bad?

Next week I'll release a New Customer product. We'll look for S-Tier new customers, we'll look for S-Tier products that lead to S-Tier new customers. Actionable. And I'm not aware of anybody else doing this stuff.