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The Ultimate Marketing Engine

Creating Customers for Life

Shep Hyken interviews John Jantsch is a marketing consultant, speaker, and author of The Ultimate Marketing Engine. They discuss how to serve, understand, and create evangelists out of your ideal customers.

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Top Takeaways:

  • A repeat customer keeps coming back but a loyal customer is someone who will do even more business with you once they come back.
  • Focus your attention on the growth of your customers, not just on the growth of revenue. This can be done with the 5 Steps to Ridiculously Consistent Growth, which are:
  • Step 1. Map where your best customers are today and where they want to go. Creating the customer journey is not about a sales funnel. It is about organizing behavior and helping customers reach their goals.
  • Step 2. Uncover the real problem you solve for your ideal customers. Your customers don’t want your products, they want solutions to their problems.
  • Step 3. Narrow your focus to the top 20 percent of your ideal customers. Identify your ideal clients and ask, “What else can we do for them?”
  • Step 4. Attract more ideal customers with the narrative they are already telling themselves. Know where your customers are, where they want to go, and how to get them there by understanding the problems that they want to solve.
  • Step 5. Scale with your customers by serving their entire ecosystem.


“The trick to getting customers for life is serving and understanding your ideal customers. This allows you to grow and scale with them instead of constantly chasing the next new idea or new customer.”

“A happy, satisfied, and transformed customer is all you need to generate the next customer.”

“Think about the customer journey in terms of where customers want to go instead of getting them to do what we want them to do.”


John Jantsch is a marketing consultant, speaker, and author of The Ultimate Marketing Engine. He is also the founder of the Duct Tape Marketing Consultant Network, which trains and licenses independent consultants and agencies to use the Duct Tape Methodology.

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and your host of Amazing Business Radio.

This episode of Amazing Business Radio with Shep Hyken answers the following questions … and more:

  1. What is the Ultimate Marketing Engine?
  2. How do you identify your ideal customers?
  3. What is the customer journey?
  4. What makes a transformed customer?
  5. How do you encourage customer referrals?

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