As artists we deliver value and so we have a much easier time building a customer for life and guaranteeing sales in the future.

Video:

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Podcast:

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Video Transcript:

Hi. John Paul Fischbach, Chief Alchemist and CEO of the Auspicious Arts Incubator here with another Hot Tip for this Tuesday. This week’s Hot Tip is Customer For Life. The most difficult new marketing principle that we’ve had to embrace in the arts is that we’re actually building relationships. We’re creating a customer for life. We’re creating a raving fan. It’s building relationships and we aren’t experienced in how to do that we are experienced in selling a ticket or selling a work of art but what’s the thing that differentiates a successful business from an unsuccessful business, customers.

It’s customers that makes the difference between a successful business and an unsuccessful business. Those customers have a relationship with that business and that relationship is based on trust.

Now we deliver value. In the arts we are the people that open hearts, the stretch minds that save lives. We create emotional and intellectual experiences and when people receive value from our art you can’t keep them away. The internet has changed business marketing forever. It made it possible for us as artists to develop customers for life and it enabled relationships to be built from the customer toward us.

The hardest sale is the first one. The first sale creates the customer for the first time. The easiest sale is the second sale because that is building a relationship and creating a customer for life. I often tell artists the contact details of that customer are more important than the money you make in the sale because you want a customer for life. You want to build a relationship with that customer. It’s not about the one off sale.

When you sell a piece of art or sell a ticket or get someone into your gallery think of it as the beginning step of building a relationship. They, your customer made the first step with their time or their money. You should acknowledge that and make sure that they can connect the emotional or intellectual experience back to you the source. That’s how you begin to build a customer for life.

If this Hot Tip was helpful to help you understand your role in marketing please like the video. If you know someone who is not gathering the details and just taking the money please share this video with them. If this is making sense and changing the way that you’re marketing and changing the way you’re thinking about your marketing please write something in the comments section below.

Here at the Auspicious Arts Incubator we want you to more than survive we want you to thrive. The best way to thrive is to subscribe. We’ll see you next week for another Hot Tip.