Excerpted from Jason Fried:
…every marketer we met with was focused on one thing: customer acquisition… But the more I spoke with all of these talented and passionate marketers, the more I realized that I wasn’t interested in what they had to offer. In fact, I found myself thinking less about new customers than about our existing ones.
The way I see it, I can spend a lot of time and money trying to persuade a bunch of newcomers to try Basecamp. Or I can spend a lot less effort helping current customers get more out of something they’ve already purchased and enjoy using. As I said at the outset, sales take care of themselves when you put out a great product and treat your customers with the ultimate respect.
Or, to put it another way: If you take care of your existing customers, they will take care of your new customers.
(1) This dovetails with Sam Altman’s view that “All companies that grow really big do so in only one way: people recommend the product or service to other people.”
(2) See: The only way to build a massive business.