I’ve got brand story on the brain.

As #marketers, we constantly ask ourselves:

“What stories do our paid ads tell? Our landing pages?”

But what about retention? How do we tell CONTINUE to tell stories to customers that have already chosen us?

Actionable ideas coming in

It comes down to one of the central elements of retention: building on a relationship over time.

It’s about keeping things fresh.

After all, you interact differently on a first date than you do six months into a relationship (I hope).

Your brand should do the same.

So let’s start with an easy example: a skincare line.

No product is a miracle. Everything takes time.

Your customers will get the best results by sticking with you in the long-run. So your storytelling will probably reflect that.

Like @KohlmanVerheyen from @CommnThreadCo explains, there's a deeper brand dedication and story that drives that retention.

Let's try a more challenging #DTC product: Coffee.

We all love coffee. Well, most of us, anyway.

But it’s not a product that works better over time or has compounding results the more you use it (besides physical dependence & an increased tolerance).

(It me)

Thing is, coffee is a ritual.

A really important one for most people.

So how do you grow and evolve the *relationship* with customers overtime?

You invest in the ritual. The story.

Maybe you emphasize the joy of getting together (virtually for now) over a cup o’ joe or fun ways your customers can change up their daily coffee routines.

Maybe you include a cold brew kit in summer shipments.

Maybe you take a different approach and highlight the story behind the beans, with updates from your supply chain.

Maybe you include poems, short stories, or meditations with each shipment to ~enrich the ritual~

How do you become more than products when the products themselves become standard?

How do you convince your customers to chose your brand again and again without reinventing the wheel?

You tell the story. Evolve the story. And make damn sure your customers ~feel~ the story.

Some of these steps are specific to your communications. Some are operational processes to put into place.

It’s about finding the things that engage customers in the story of your brand and the story of the product.

It’s about connection.

Tomorrow's retention bite is here to help you hone in on your retention story.

I'm shooting 5 questions to ask of your brand + a great example.

There’s still time to join this sweet li’l community! Come on in: https://churnbuster.io/newsletter-signup/