I just found this article explaining why European board games have created a subculture of their own—even in the US.

There are many lessons to be learned here–but I’ll focus on one—a simple way to create repeat buyers and brand evangelists.

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Admit it, you’ve been there:

You’re playing Monopoly with a few friends. Right from the get-go, you hate the game:

*fortune curses you with bad rolls—so you can’t get any worthwhile properties.

*THAT friend who always succeeds gets the first Monopoly.

*You consistently end up paying rent at your friend’s properties.

Short: It’s not fun.

Slowly & painfully, all your money trickles into your friend’s hands—until you’re the first out.

All you can do is play the bank (wow, fun) or do something by yourself.

This makes many board games not fun for at least one player.

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European games have mostly solved this problem:

In many games, you don’t just “lose” and cease to play.

While you might not be winning, you can keep playing and compete with the player immediately ahead of you and at least beat *them*.

Better than doing something alone.

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Marketing is similar.

Keep your clients and prospects engaged with you. Don’t just let them do something annoying because they’re not part of your game anymore.

Prospects might not become your hottest customers immediately, but they stay in the conversation.

They stay reminded that you’re there for them.

You can remain their go-to when any of their friends say “copywriter” (or whatever you do) => referrals.

And once they need what you do, they’ll come to *you*—not some dude from a freelance job board or the first Amazon result.

If they’re on the fence about hiring you, the right message can help them decide on hiring you.

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With past and current clients, it gets even better:

If they’ve already made a positive experience with you, the right message from you will reinforce that emotion.

If they’ve been hesitant about recommending you, the right message can increase your authority so they can be certain they’re not making a bad recommendation to their friends.

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So yeah, you need frequent contact. It’s long been a statistic that most sales are made past the 7th contact between the sales person and the prospect.

But don’t pester people.

Some clients aren’t all about having a relationship with you or your brand—they know you do good work and deliver a quality product, but they only contact you when they have an immediate need.

But if you can grow an audience of people who WANT to keep sitting on the game table with you, that can become a good source of income—potentially your only one.

Of course, assembling a large number of the right people and creating the right messaging is hard and takes time.

But it pays off:

My daily posts aren’t making me rich.

But they’re slowly assembling an audience of people who seek me out (I don’t pitch my Facebook page, yet it’s growing).

My website traffic spikes whenever I post—without linking to it (and without the website being particularly great).

My point: Communicate frequently and do it well.

You have nothing to lose (except people who don’t like you anyway, and why care about them?)

-F