James Schramko here. Today, I want to share with you some ideas around owning the racecourse. You’re probably familiar with this concept I have where you publish great information on your website and you share it on social media, or email out about it.
And I talk about the three main groups you want to do this for. You want to certainly do it for prospects, for people to find out about you and to get a feel for what you can help them with. You also want to attract people who maybe used to deal with you, who are staying in the loop and they may re-engage with you.
And then the other group are people who are actually your customers. Someone asked me today, is it okay to send this out to existing customers? And I say, yes, it is. It is best practice to stay in touch with people who have purchased from you and keep them informed.
If you buy a car, for example, it’s okay for the car dealer to keep sending the information of the new models when they come out. Keep people up-to-date, keep them informed. People like news. So Own The Racecourse works really well for existing customers.
One exception I would say is if you’re going to publish information that is part of a premium or paid product solution that you’re putting out there in the public domain as a demonstration. Maybe it’s a recording from a live event that’s normally inside a paid community, for example an extract. It’s probably good to suppress or exclude your members from that communication, because they’ve already got it. But that’s about the only example I can think of.
The rest of the time, it’s totally cool to stay in touch with your existing customers using that Own The Racecourse philosophy. And the great thing about this model is, it’s just so simple. Keep publishing great information and serve those three separate groups with the one communication, and your business will be very solid.