Most brands treat their customers like strangers every single time
You have probably spent years sending marketing to people who’d already said yes. Already bought. Already trusted us enough to hand over money. And most of the time, the next message treated them like we’d never met.
That’s the thing nobody wants to say out loud. Lifecycle marketing isn’t a funnel. It’s a relationship. The same one you’d recognize from your own life. Somebody earns your trust, or they burn it. There’s no third option.
I’m writing a book about it. Working title, Relationships Before Anything.
It’s not another tactics dump. There are enough of those. This is the philosophy underneath the tactics, the part that still works when the tools change. Acquisition is the first date. Onboarding is the part where you either show up or you don’t. Retention is everything you do between purchases that has nothing to do with a discount. Winback is the apology you actually mean.
The stories are real. The results are real. My experience is real.
If you do this work, or you’re just starting, the book is for you. New marketers get the map. Experienced ones get the reframe.
More soon. The relationship never ends, and neither does the writing apparently.
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