From Cigars to Continuity: Simon Devlin’s Secrets to Building Customer Loyalty

Marketing Secrets with Russell Brunson

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!

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