[Top Agency Series] How to Retain Your Clients with Shaun Buck, CEO at The Newsletter Pro

Shaun Buck is the CEO of The Newsletter Pro. The Newsletter Pro is a company that offers completely custom, done-for-you newsletters that are profitable, easy, and fun. Although The Newsletter Pro has only been operating since 2011, Shaun and his 60+ member team have grown the company into one of the nation’s largest custom print newsletter companies. They print and mail millions of newsletters annually for diverse industries spread across four countries.

Shaun is a regular contributor to Entrepreneur and has published his own book, The Ultimate Guide To Newsletters (the second edition of Amazon best-seller, Newsletter Marketing). He collaborated with marketing guru Dan Kennedy to co-write the No B.S Guide to Maximum Referrals and Customer Retention.

Here’s a glimpse of what you’ll learn:

• Shaun Buck talks about how businesses have adjusted to the global pandemic
• How to retain clients — and keep them happy
• Shaun talks about entertaining clients through a newsletter
• How to get started with nurturing newsletter campaigns
• The tough times: how Shaun managed churn rates during the pandemic

In this episode…

Since the pandemic hit, one of the most important things you can do is take care of your existing clients. Unfortunately, many businesses make the mistake of going after new clients at the expense of existing ones. However, existing clients will keep you in business. So, how do you retain clients — and keep them happy?

Shaun Buck suggests nurturing them. Nurturing your clients leads to excellent retention and a more profitable business. It is about providing clients with incredible value, educating and entertaining them, and giving them offers they can’t refuse. How do you maximize all these moving parts and reduce your churn rate?

Listen to this episode of the Inspired Insider Podcast with Dr. Jeremy Weisz and his guest, Shaun Buck, the CEO of The Newsletter Pro. They discuss the best way to grow top-line revenue and maximize sales. They also talk about nurturing campaigns and clients, which leads to greater retention, upsells, and referrals. You don’t want to miss a minute of this insightful episode.

Resources Mentioned in this episode

• The Newsletter Pro
• Shaun Buck on LinkedIn

Special Mention(s):

• Kim Walsh Phillips on LinkedIn
• Oli Billson on LinkedIn
• John Corcoran on LinkedIn
• The Smart Business Revolution Podcast

Books Mentioned:

• Who Not How: The Formula to Achieve Bigger Goals Through Accelerating Teamwork by Dan Sullivan and Dr. Benjamin Hardy
• The Ultimate Guide To Newsletters: Your Secret Weapon For Doubling Referrals and Tripling Retention by Shaun Buck
• No B.S. Guide to Maximum Referrals and Customer Retention: The Ultimate No Holds Barred Plan to Securing New Customers and Maximum Profits by Dan S. Kennedy and Shaun Buck

 

Episode Transcript

John Corcoran 0:22

All right Welcome everybody. John Corcoran here I am the host of the Smart Business Revolution Podcast. This is a live episode gonna be streaming it live on LinkedIn. And we’re also going to put the recording up on Smart Business Revolution also on Inspired Insider Dr. Weisz. Good morning.

Jeremy Weisz 0:39

Thanks for having me. This will be on Inspired Insider.

John Corcoran 0:42

Alright. And so, you know, I feel so privileged because every week I get on my show twice a week actually get to talk to really smart CEOs, founders, entrepreneurs, I had the co-founder of Netflix on a while back YPO EO Activision Blizzard Lending tree. So many great founders and CEOs that I’ve talked to go check out the backlog the back catalog, because there’s some great episodes in there. And today is no exception. I also am the Co-founder, Rise25, where we help connect b2b business owners to their ideal prospects. And today’s guest is Shaun Buck, he’s the CEO and founder of The Newsletter Pro has been a friend for quite some time, we are a customer of yours, of his and we’re going to be talking about the best way to grow top line revenue maximize sales. So we’re going to be talking about nurture campaigns, how to nurture prospects, so leads into sales, how to nurture clients, that leads to greater retention leads, upsells, and referrals, all important issues, so be sure to pay attention, because we’re going to dive into that. And he knows a lot about this topic. Before we get to that, of course, this episode is brought to you by Rise25, where we help b2b business owners to get clients referrals and strategic partnerships, using our own special magic, which is done for you podcasts and content marketing. And if you’re listening to us, you’ve ever been curious about starting a podcast and getting to talk to smart people every week, shoot us an email support, [email protected] or go to rise25media.com we happen to tell you about how it works. Alright, so Shaun, so excited to have you back here. Again, we’ve interviewed you before. But you know, this is a unique period in time, right now we’re recording this in May of 2021, we’re a year into this global pandemic that’s just been really up ended. So much of commerce and, and businesses, and you’re in a unique position where you really have your finger on the pulse, you have so many different customers. And you’ve seen how they’ve been affected by this pandemic. So how do you how, what sorts of changes have you seen taking place over the last year? Well,

Shaun Buck 2:42

you know, it’s, it’s interesting, um, you know, I think with when this hit, because it was all so like, fresh, no one, no one had seen it in 100 years, right. No one knew what to do at first it from a business standpoint, and and almost felt like businesses just kind of went in their own direction, right? Like that was whatever it was, it was just there, like, Hey, we’re gonna just scatter, and everyone just tried to figure it out. And, and actually, an interesting, interesting thing happened was that when it didn’t end very quickly, you have a lot of gurus saw a huge increase in business, they saw an immediate fall off and a huge increase in business, as people look for answers. What should they do? How do they solve this problem? How do they stay? How do they grow? How do they, you know, how do they survive, depending on what part of the pandemic we were talking about? You know, and and what’s next. Right? And so, as he said, Now, here we are a year later. And, you know, the, the funny thing is, is that a lot has happened, a lot is coming up, it’s gonna be a real, real interesting year, you know, next 12 months, but, but a lot lots happened. And people went in very different directions. Still, I think it depends on the industry. Look, there were some industries that were winners, I want to

Jeremy Weisz 4:06

Shaun I want you to kind of elaborate on that. And I’m wondering, you know, what type of clients do you serve, and then talk a little bit, because I’m sure every industry is affected a little bit differently. So the types of clients you serve, and then what you saw happen with with each of them?

Shaun Buck 4:23

Well, the types of clients we serve a lot of more professional services, doctors, lawyers, chiropractors, you know, that kind of thing, right? We also service a number of kind of small business, small businesses that are either service based or have some level of repeat business, or really high ticket, you know, those are our main industries. Of course, we have outliers like everybody else. But you know, what we saw a person what we saw initially, was just a panic from everybody and that and actually, most people made the one of the worst decisions they can make, which was a lot or a lot of people did was that they paused or stopped. All marketing. Now when you’re closed, I get it to some extent, right? Makes sense then makes it makes a little sense then right? You know, although I could I could make an argument for making a small adjustment and making sure you’re still communicating at least on some level. But um, but then we saw something else really interesting happened. A few people came out to be winners. So let’s talk about dentists for as an example, dentists, they they closed, which, which hurt. But then when they opened, they basically had a couple months worth of a backlog of patients, right, that they now normally would have done over those last two or three months. And now they had to try to fill them all in, get all caught up, get all the patients who were already scheduled for June or July, or whenever they opened back up. Right. And they had they so they were like going crazy with business. And so you know, what, a lot a lot of them did, they didn’t do any marketing. Why? Because they’re as busy as they could be. Right? We saw