The Russell Brunson Show
From Cigars to Continuity: Simon Devlin’s Secrets to Building Customer Loyalty
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
Full Episode
What's up, everyone? This is Russell. Welcome back to the Selling Online slash Marketing Secrets Podcast. We're still in the middle of transition with the names, but I'm excited to be with you guys here today. We are actually at the Prime Mover Mastermind meeting here in downtown Boise, Idaho.
And before the event started, I was looking at people who were coming to Boise and I was like, I want to do some interviews. And The person I pulled for you guys this time is really fascinating. Someone from Australia. I'll announce his name during the official intro.
But what I think you're going to get a lot of benefit from this one is he's got an offline business selling cigars and he's using continuity and he's using offers and he's using all the things offline. A lot of us internet nerds do online, but he's doing offline at a really cool level. He's using Ascension. He's doing like a whole bunch of really cool things.
But then secondarily, a lot of you guys who have online businesses, you have online continuity or membership sites online.
Some of the things you'll get from this conversation are really fascinating on ways you can increase your retention, get your stick rate, get people to not cancel, get people not to message your support desk, which is the greatest thing of all, and a whole bunch of other things. So I really enjoyed this conversation.
I'm excited for you guys to jump in to learn about continuity income and both online and offline, how it's going to change your life. In the last decade, I went from being a startup entrepreneur to selling over a billion dollars in my own products and services online. This show is going to show you how to start, grow, and scale a business online.
My name is Russell Brunson, and welcome to the Marketing Secrets Podcast. I'm excited to be hanging out with Simon Devlin from Australia, all the way here in Boise, Idaho, right? I'm very excited to be here. I'm glad to have you here too, man. So this is a podcast I'm actually really excited for because I've been watching you now for a couple of years. You came into the Dan Kennedy world, right?
After we bought Dan's company, you came to a mastermind in Boise. And then at the most recent super conference, you were in Lederhosen, right? Lederhosen, yes, yes.
on stage. And so I got to kind of know you a little bit through that, but I've also been watching you and your business for a little bit. And so I'm excited to get to know you a lot better and your business and some of the things you're doing that are unique.
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