Three years ago, my first ever mentor gave me a practise.

He told me to buy a small diary that has all the different days of the week on it and write down at the end of the day everything that went well that day. This became my 'win book'.

At the end of the month, I would write down all the wins on a big A4 piece of paper for that month. I would put the name of the month and the year on top of it, and I just look back on the one that I did for June 2024, which is two years ago this month. One of the wins that I wrote down on that big sheet was "signed insert client name for £1,250".

You want to know something that's funny?

That exact same client, who took a bet on me when I was just a copywriter, I was a kid of 20 years old who didn't really have any idea what he was doing....

We're running a webinar for him tonight, and we still work together today.

I think if you speak to any of the older guys in business, they'll always tell you that you need to try and keep your clients and that lifetime value is the most important thing and to protect your reputation and everything like that, but that is hard.

It's easy to go on an acquisition mission and sign lots of clients. In fact, I fundamentally don't believe it's difficult to sign clients whatsoever. You can just run ads, or you can just make content; you can hire a closer to get someone to sell it for you.

The hard thing in business isn't acquiring clients; it is keeping them.

That is the true game of business.

You need to be able to keep your clients and ask yourself...

"Do you think that the business you currently run right now has the ability to keep clients, not just for six months, not just to get them to renew in 30 days when the programme is over, but can you get people to stay with you for years?"

Because that's the business that I want to build, and I think that's the business that we should all be aspiring to build.

Crush the day gents.

CM x