Why do most art sellers focus only on getting new customers instead of maximizing value from existing ones?

This is a common tendency not just among artists but across e-commerce in general. Most people spend the vast majority of their attention on customer acquisition and very little on increasing average order value or repeat purchases. This happens even though increasing AOV and getting repeat business are often more cost-effective than constantly acquiring new customers. The key is to recognize all three methods exist and intentionally design campaigns and strategies around the second and third methods, not just the first.

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Asked by synthesized from teaching · Answered by Patrick Shanahan · art-marketing-podcast · 2017-05-11