Turn a one time buyer into a lifetime customer

Also: Brand isn’t fixed. It’s fluid.

Marketing Qualified
July 25, 2025

Welcome back to Marketing Qualified! Here’s what we’re talking about this week:

Turn a one time buyer into a lifetime customer. Don’t stop at the first win.
Brand isn’t fixed. It’s fluid. Think on a 30 day average cycle.

❤️ Turn a one time buyer into a lifetime customer.

Plenty of products deliver an early win.

The dashboard loads.

You connect the CRM.

A few leads show up.

Cool. ✅

But that’s not when people believe in a product.

That comes later.

The second win is where the ‘AHA’ moment happens.

It’s when a customer thinks:

“Oh wait… this actually works.”

Here’s what that might look like for a customer:

Cold email tool

First win: Sends first sequence

Second win: A reply turns into a deal

ABM platform

First win: Launchs a campaign

Second win: A prospect gets on a demo and says, “We’ve been seeing your stuff everywhere.”

Cybersecurity platform

First win: Sets up monitoring and gets first alert

Second win: Stops an actual attack

Capitalize on the second win.

Figure out when it usually shows up. Then send a note right before it hits.

👉 ”You’ve been live for 2 weeks — this is when most users start to see traction.”

👉 ”Now is when more people notice a change. Watch for [X]. That’s the signal it’s working.”

Show up at the right moment, when people are about to believe in it for real.

It lets you turn a one time buyer into a lifetime customer.

📰 In the news this week.

📉 Google’s organic CTRs drop 32% after AI Overview rollout.

🍿 How movie fandom impacts buying behavior.

☠️ The death of The Late Show & what it means for broadcast TV.

🖥 In the face of AI, marketers are rethinking their tech stacks.

💵 Mailchimp’s tips on crafting content that converts.

🌊 Brand isn’t fixed. It’s fluid.

Alex Lieberman, cofounder of Morning Brew, recently posted this…

It reads:

Brand is the 30 day moving average of how someone internally/externally describes your company (unassisted) to someone else.

Which means that every touchpoint that you have as a company with your employees, prospects, customers, partners, etc. is an (intentional/unintentional) articulation of brand.

Here are some of the touchpoints:

Visual identity – colors, design theme, website, email, social assets, visual content assets, sales decks, case studies, internal documents (onboarding, resource hub, etc)
Content – Site content, social content, newsletter content, multimedia content, email templates, JDs, applications, client comms, PR, interviews
People – how the core values of the business are/are not informing the daily behaviors of the team

Your brand should be a super-magnet, attracting the resources we need to achieve our mission as a company.

This is a great reminder.

Here’s what your brand is NOT:

Fixed
Long-term
What you say it is

Here’s what your brand IS:

Fluid
What’s happening right now
How someone else describes your company

More marketers need a 30 day average mindset for their brand. They’d see better results.

😂 Marketing meme of the week.

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