My entire marketing strategy can be distilled down into 10 words

“Acquire as many high-value customers as you can afford”

Before I bring on a new resource, channel, tactic, or SaaS, asking myself these questions has brought a ton of clarity to my decision making process, and prevents us from chasing shiny objects

“Will this help me acquire more high-value customers?” 

Or 

“Will this allow me to afford more high-value customers?”

Let’s break down the strategy word by word, so you can have that same clarity & confidence in your decision making.

“Acquire”

You need new customers, always. Acquisition has to be the starting point.

“As many”

This speaks to growth, and growth doesn’t happen by accident. You must plan for growth.

“High-value customers”

Don’t chase the cheapest customers. Don’t even chase the customers that have the highest day 1 ROAS. Acquire customers that have the highest lifetime profit.

“As you can afford”

DO NOT grow at all costs. Grow within what you can afford (within a realistic time frame I’m not saying all 365 days a year have to be profitable). If you can’t afford to acquire any more high value customers, work on decreasing your CAC, increasing your AOV, and increasing your LTV (HINT: increasing your AOV & LTV is easier than decreasing your CAC, start there.)