Why The Welcome Mat Stays Out
Greetings from Connecticut, where I’m attending the “TXL Live” event hosted by Brian Kurtz.
Brian is a marketing legend who refers to the people in his email database not as his “list,” but as his “online family.”
He means it.
I swiped that term from him.
I mean it, too.
Here’s something Brian said in the first five minutes of the event yesterday that I wrote in my notebook, circled, and starred:
“Onboarding is not housekeeping. Onboarding is forever.”
Put that in your pipe and chew on it.
Remember it next time you land a new client.
Laying down the welcome mat is not a one-time event, not a task you check off the list.
It’s the first step in a relationship with a new family member that (hopefully) will last a long, long time.
Don't go away yet..
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