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A newsletter enables you to reach every customer and prospect at least once a month. And the time a client spends reading that newsletter, be it five minutes, 10 minutes, or more, is time they’re spending with you, even when there’s no transaction happening. That’s relationship equity. It compounds. And when they do need you again, or when a friend asks for a recommendation, you’re not a distant memory. You’re the obvious answer. The Repeat Customer When a past client needs you again, you’re not starting from zero. They already trust you. They already know your process. The friction that exists with a new prospect is almost entirely gone. However, research reveals that it takes 3–5 purchases before a customer truly becomes loyal. A recent study found that 88% of customers say it takes at least three purchases before they consider themselves loyal to a brand. And once they cross that threshold? They spend dramatically more. Repeat customers spend 67% more by their third year than they did in their first year. Your top 10% of loyal customers spend three times more per order than the average customer. Your top 1%? Five times more. That’s why every repeat purchase isn’t just revenue. It’s a step toward locking in a client for life.
And here’s the part most businesses miss: A repeat customer who has been hearing from you consistently through a newsletter, ongoing touchpoints, and authentic relationship building doesn’t just come back. They come back ready to buy. I saw this firsthand with a law firm we worked with. Twelve months after starting a monthly newsletter, their referred new clients increased by 113%. Repeat clients who returned for additional legal assistance increased by 18% compared to the previous year. And the average value of those long-term clients, people who’d been with the firm more than a year, was up 28.69% in billable hours. But here’s the part that surprised even them: Clients started accepting their recommendations with less pushback. Less hassle and pushback. “The attorneys attributed it to one thing: the relationship the clients felt they already had. They’d been reading the newsletter for months. By the time they needed legal help again, they no longer felt like they were hiring a law firm. They felt like they were calling someone they knew and trusted. That’s what consistent presence does. It turns transactions into relationships. And relationships into trust, and trust is more valuable in today’s economy than ever before, because it’s become so rare. When everyone’s skeptical, the business that earns genuine trust wins by default.
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