I often discuss books with our clients and business partners that I think can have a major positive impact on their businesses. One title which has consistently been on the list for the last couple years is Joe Jaffe’s “Join the Conversation”. His most recent book, “ Flip the Funnel”, is equally powerful. The assumption in this book is that many traditional marketing approaches are getting it all wrong. In other words, the focus has been on customer Acquisition as opposed to customer Retention; on the fat side of the funnel, as opposed to the skinny one.
Jaffe passionately argues , and backs it up with statistics, that investing in existing relationships is far more profitable than devoting the bulk of your budget to acquiring new customers. “Retention is the new Acquisition”.
I know what you’re thinking – how can I possibly find the time to read another book? Fear not, we’ll do that for you, and more. Below you will find a link to a video where Jaffe himself gives an overview of the book.
Length of the video – 4 minutes and 33 seconds. The impact it will have on your bottom line – Priceless.
Here is the link to the video – http://bit.ly/beh1xP
Here is the link to the book – http://amzn.to/alaDJT