The Russell Brunson Show
From Cigars to Continuity: Simon Devlin’s Secrets to Building Customer Loyalty
Mon, 02 Dec 2024
Recently, I had the privilege of sitting down with Simon Devlin, a brilliant entrepreneur from Australia who’s mastered the art of blending offline and online business strategies. Simon runs a unique cigar business that combines the exclusivity of private clubs with powerful marketing principles. What makes Simon’s journey remarkable is how he has applied continuity, ascension models, and direct-response marketing to transform a traditional retail business into a thriving membership-based community. In this episode of the Marketing Secrets podcast, we explored how Simon started with a small cigar shop and grew it into a luxurious experience with tiered memberships, private lounges, and engaging customer interactions. From his early inspiration through Dan Kennedy’s teachings to building a systemized return path, Simon shares strategies that any entrepreneur can adapt—whether their business is online or offline. His approach to creating an unforgettable customer experience while driving retention and loyalty offers lessons that are both practical and profound. Key Highlights: Building a “return path” to ensure customers keep coming back, even in traditional retail. Transitioning from offering products to creating membership offers with unique perks. The power of hiring for the “service gene” to deliver exceptional customer experiences. How a cigar business grew continuity with engaging ascension models, from lockers to luxury experiences. Applying these offline strategies to online businesses, including creating personalized “lifetime value calls.” This episode is packed with actionable advice for anyone looking to build a lasting connection with their audience and drive consistent revenue. Tune in to discover how you can apply these principles to your own business and take your customer relationships to the next level! And if you want to enjoy the Marketing Secrets Show ad-free, check out https://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices
What unique business model does Simon Devlin use?
They cannonballed into the unknown and figured it out midair. And yeah, sometimes they crashed, but other times they absolutely soared. What I love about the show is how raw and unfiltered it is. These aren't sugar-coated startup stories. These are moments of panic and pivot and hustle and breakthrough in every single episode and is loaded with lessons you can actually apply to your own journey.
There's one episode where the founder was literally days away from walking away, but instead of folding, they made one bold move, and that move ended up being the game changer. That's the stuff that lights me up. It's like getting a front row seat to the kind of decisions that define people's legacies.
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Well, it's funny because like you think about every, now every single customer is coming into your, into your business, walks through the front door. It's like, it's compounding on the continuity over time, right?
That's like when I teach in the linchpin, I'm like, if you structure this correctly, like every time you sell something, it's compounding your continuity versus just a one-off sale that you got to go pay Zuckerberg for another click and another one.
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