Are you following the business rules you already know?

I’ve been in the publishing business a long time, and it’s rare that I hear something new. When I go to a conference, I’m usually not getting new information. The talks serve to remind me to emphasize things I already knew and should have been doing.

I’m a consultant, and sometimes I find myself giving advice that I’m dead certain my client already knows. It reminds me of one of Jordan Peterson’s rules: “treat yourself like someone you’re responsible for.”

Think about this in your own life. You already know that you should exercise, watch your weight, eat a good diet, get regular check-ups, and so on, and if you were responsible for another person, you’d tell that person to do those things.

Most of us need to learn to give ourselves the advice we’d give to others. As the old saying goes, “physician, heal thyself.”

We’ve all heard the saying, “it’s easier to keep a current customer than get a new one” a hundred times. Have we all incorporated that concept into our businesses?

I don’t think so. Just last week I was speaking with a publisher who was ignoring a relatively obvious way to engage his current customers. He knows the saying, and if I was asking his advice, he’d undoubtedly quote it to me. When I gave him my recommendation his reaction was along the lines of “well of course I should do that.”

A couple weeks ago I was at a conference where people were lamenting how much of “audience development” focuses on growth rather than engagement and keeping existing customers happy. Growth is a good thing, but keeping current customers is a better thing.

Here’s another simple rule for you. My friend Chris Moffa likes to say “there’s all the difference in the world between someone who will pay a dollar and someone who won’t.”

That’s a slightly deeper application of the “it’s easier to keep a customer” rule. So ask yourself this – Are you treating the people who have paid you something – even just a dollar – better than the unwashed pool of freeloaders who haven’t?

Churches often recommend a daily examination of conscience. It’s not enough to know your moral obligations. You need to interrogate yourself on them and see if you’re actually following them. Because … you’re not.

Business people need something similar. We need to reflect on all those rules we already know – and aren’t following. At least not as completely as we should.

But I do want to give you a new idea today. At least it was new to somebody I met last week.

We all know by now that print isn’t dead. It’s moved into a new category. It’s a luxury. An extravagance.

So, use it that way. Print often doesn’t make sense for prospecting. The cost is too high for the return.

That doesn’t mean you shouldn’t use it. It means you should use it selectively, for small audiences.

For example, you probably do most of your marketing digitally, which might be a good idea for prospects. Direct mail might be a better option for your customers. Or maybe only for your best customers. When everybody’s in the inbox, try the mailbox – for a small, select group of people. Make them feel special.

And now I’m going to take my own advice, drink a glass of water and do some push-ups.