Episode 24: Affinity Marketing

F your Funnel.Why start your marketing plan with the people LEAST likely to want your service, and then try to filter out 90% of your audience? It's like cutting down a whole tree to find the right twig.Instead, start from a seed. Build a tree on which EVERY branch bears fruit. That's Affinity Marketing.Affinity marketing starts with your SEED clients: those perfect members who are most tightly connected to your brand. Then we move outward from the center: helping those people who are most tightly connected to your perfect client. Then, ring by ring, we identify the spheres of influence owned by the client.I give a few examples in this podcast, and then diverge into psychological and behavioral retention strategies.