IF your biggest bottleneck in your business is GETTING customers you can now access the full GET Workbook for FREE. Visit the "Classroom" tab. Go the "GET Workbook" Coarse to download now.

This morning, I was sitting at my desk, iced coffee in hand, digging into the psychology behind how brands really KEEP customers. And I couldn’t help but laugh because apparently, Apple doesn’t just keep customers...They convert them. (more on why I laughed in a second.) See, there’s a reason psychological reason why quitting smoking is so hard. And it's the same reason companies keep customers even if the price is higher. It’s not just the nicotine. It’s the identity smokers develop without even realizing it. It’s one thing to say, “I smoke.” It’s another to say, “I’m a smoker.” The second one’s dangerous because the moment something becomes part of who you are, your brain will defend it. Even if it’s killing you. And that’s when it hit me… Apple uses the same psychology. I’ve got an Android. My girlfriend’s a proud iPhone user. If I even joke about switching her to Android, you’d think I just insulted her family. To her, that blue message bubble isn’t just cute. Air dropping photos isn't just convenience. To her it’s status. It’s identity. She doesn’t own an iPhone. She is an iPhone person. And that’s the same psychological lever the best businesses pull when they build real KEEP systems. Because deep retention isn’t about points, discounts, or doing right by the customer. It's about identity. When a customer stops saying “I buy from them” and starts saying “I’m one of them." That's when you know you’ve won. They don’t just stay because they love your brand. They stay because leaving would mean something even worse: Betraying themselves.

In a stormy city in mid Missouri, three roofers started their own companies. Each had a truck, a ladder, a dream: “If I do new roofs, I'll make more money, be my own boss, and financially free.” So, they all set out Here's what they would do: The first roofer was a favorite Every customer his friend. Every roof was his art. He loved being the guy that could do every part. "Yes we do chimneys." "Yes we do windows." “Yes, we can even do roofs in metal!" Every house was different. Every customer was special. And at first all was good His schedule filled up. He got good reviews And even got many referrals. But while the first roofer worked hard. Mastered the craft. And his calendar full. Things started to waver. Week after week. He kept working harder. Kept taking more work. His days kept getting longer and longer. Until one day He fell terribly ill. The crew didn't know how to do it like him. While his phone kept ringing. The roofs kept leaking. With each broken promise The customers slowly kept complaining. Though his health got better He never could catch up. His reputation tainted His work slowly dwindled. Now, the second roofer started small, too. But he found he didn't like being on roofs like the first roofer would do. He outsourced quickly. Had three crews. A sales team, An office showcased every roofing options that they knew. He was known for his trucks His logos And his silly jingle too. But while he got more jobs His problems quickly grew and grew. Sales made bad promises. Quality depended on each crew. Every qoute was gamble: Would this be the job that gets legal review? Customers called. Complaints piled up. The second roofer ran ragged trying to save it all. He had built a big company And made lots of money But just like his old job had zero control. The third roofer watched them both Knew he needed something easier. To not do all the work. To not be micro manager. Instead he did the only thing he knew to do: Make it simpler than the other two.

If you haven't done this for your client facing email I highly recommend it. Spam filters can be brutal. So if you're just starting to send emails. Especially cold outreach warming up the email that will be used in autoresponders helps keep them from going to spam... and keeping the domain from being marked as spam. (effecting all inboxes attached to that domain.) You can do this manually by sending internal emails and responding to those emails internally or with friends/contacts. But this is complicated. There are tools that automatically do this for you. (And it's dirt cheap.) I've used Lemwarm in this example but there are other options. How it works: You give them access to your email so they send and respond to emails on your behalf. They then behind the scenes will slowly start sending emails. (the warm up) until they get to a high volume. This way, you're email isn't going from 0-60. Which looks spammy. They also have an option to send industry specific emails. Attached is a screen shot of a warm up I did on my autoresponder email. It shows what made it to mailbox and what landed in spam. And gives you a deliverability score and even tells you when your email has been warmed up.

The FREE diagnostic quiz is now live. Click HERE or you can visit the "Welcome Course" in the CLASSROOM tab. *NOTE: The questions are specifically designed to find the bottleneck as fast as possible without wasting any time. Some may take it and only answer a few questions. Others may have to answer a few more. This is intentional. Next week I will be adding the GET workbook. In it you'll learn exactly how to create a marketing strategy for your business to GET the right people thinking your product/service is CLEARLY the BEST(fit) at solving their 2 Problems. So you know... - Exactly WHO your best customers are - What the main PAIN you solve is - What their NEXT PAIN you can solve is to make recurring revenue - HOW you will solve them by helping you create CLEAR offers to map to them - How to decide your market position by understanding how you're business is the BEST fit for your customers - The steps to understanding what 2 PROBLEMS your customer is facing - How those become the steps to having your customer begging for you take their money - The way to take all this information and actually apply it in a marketing strategy to GET people finding you. Every step from them realizing they have a problem to giving you their money. And that's just the first workbook. HELP(Profitably) and KEEP are coming on the way soon too...