Churn is a silent business killer.
Everyone wants to focus on the sexy metrics in growth like…
All of these things are great to measure. And, if you’ve got your eye on the real prize of total revenue, can help you improve and optimise your strategy.
Here’s the thing though.
All of those metrics above overlook one super important metric.
Churn.
All of the successful brands I’ve worked with and all of the companies I now analyse have a strong focus on churn.
Here’s why.
Why focus on churn
Yesterday I wrote about setting up a self-liquidating front end offer.
Which is a fancy way of saying you cover the cost of acquiring new customers with a front-end sale.
You pump $100 into ads. You get $100 in sales.
You’ve acquired those leads for $0.
Here’s the thing.
You’re not running a business just to cover your ad costs, right?
You’re in this game to make a profit.
And to do that, you need the people you’ve acquired to…
- Purchase from you again
