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This past week was Valentine's Day, and I took time to reflect on my marriage with my wife.

We had some excellent conversations about how our love had changed since we dated and even when we first got married compared to now.

We are very much in love, but that love looks different and more mature.

As I was gearing up to write this newsletter, I couldn't stop but think how a customer's "marriage" to a company changes and matures, and yet, most companies focus on first dates.

1. Stop going on first dates

On the first date, you want to make a case to get a second date.

Ads are kind of like that.

You are trying to get people excited about your brand and buy some product to test it out.

You work hard to get their attention and show off a little.

There obviously can be some bad first dates, but there also can be some really good first dates.

Not all ads work, and not all consumers want to be your customer, but you at least went on the first date.

For the people that go on the second date, you start to feel out if the chemistry between the two of you is good.

For consumers, the unboxing is the second date.

Does that initial product-in-hand experience blow them away?

But after the second date, you are supposed to get away from the surface talk and get deep with one another.

Then the attraction matures.

Unfortunately, brands either go for marriage by sending them sales texts and emails up the wazoo, or they ghost the person because they are so focused on first dates they never mature their relationship.

2. How to build longterm bonds

Brands talk about Lifetime Value (LTV), but they don't care about the LIFETIME of a customer.

See, customers' needs change over time as they continue to buy from you.

Love is a choice; it isn't a feeling.

Feelings are fleeting.

A relationship based on feelings will not last, which is true for customers.

Sure, you flirted with them on the first few dates, but if you want them to LOVE you, you need to continue to show up for them so they can choose you.

How do you do that?

You have to create content that isn't just for first dates; you need to create content that speaks to the consumer who has bought from you five times.

You need to create an engine for content that engages them.

I suggest long-form content.

Like I said last week, here are a few concepts you could do in a video series:

• Interview series

• Tutorials / Recipes / GRWM / Styling

• Vlogs

The beauty of marriage is that you can build love and depth while doing everyday life with your partner.

Most brands just think about the sale versus developing depth with a consumer.

You have to find ways to keep customers engaged in the everyday.

3. Surprise and delight

Your marriage can't always be a honeymoon.

But you need to spice things up every now and then to keep your partner engaged in the marriage.

You need to make sure they feel valued by you.

Make your organic content worth watching and following.

You could do fun promos that are just with the viewers of a video.

You can reward people for sticking to the end of a video or find ways to add hints of spice to keep viewers on their toes.

Loyalty to your brand should be rewarded from time to time.

Make customers feel valued just like you try to make a great impression on your first dates.

I am not saying to turn off your ads, but the best companies have the most loyal customers.

It is expensive to acquire customers - so you need to focus your efforts on retaining customers.

I know that not every brand has crazy budgets, but you need to start thinking about leveraging content to engage customers over a lifetime.

Oh - and tell your friends and family that you love them if you haven't already.

Keep creating!

Matthew Gattozzi

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