"Rinse and Repeat." How 2 simple words can double your sales.
We figured out a way to boost his revenue by 30% without him doing any more work.
There’s this legendary story about a marketing consultant and a huge shampoo company. The consultant promised to double their sales for a crazy amount of money. He wouldn't show them his plan or even give them a hint. He just said, "Pay me, and I'll tell you the secret." After a lot of back and forth, they paid up.
His advice was pure genius. He told them to find the instructions on the back of the bottle that said, "Wash daily," and add two simple words: "Rinse, Repeat."
If you want to create animated videos like this - there is a link to Heygen in the notes.
Go ahead, check your shampoo bottle. It probably says that. But here's the thing: it's totally unnecessary. One wash is usually enough. By adding those two words, the company got people to use their shampoo twice as fast. Sales went through the roof. The lesson? They didn't find new customers; they just changed how their existing customers used their product.
Finding Hidden Treasure in an Optician's Office
This exact idea came up when I was with a client last week. He's an optician, and he wanted to grow his business. The problem is, he can only do so many eye tests in a day. Hiring more people is expensive and his current associate was already struggling to keep up. The usual playbook said he was stuck.
So, we did some digging. We found out he was only inviting clients for an eye test every two years. That meant people were only buying new glasses from him every 24 months. We also discovered he had customers coming from 80 miles away, not just the 10-mile radius he thought. People loved his service; they just weren't hearing from him.
In fact, whilst he was valiantly writing newsletters as and when he had the time, often whilst on holiday in France, some of the people on one list hadn't heard from him at all! He had a dedicated opticians practice SaaS which was sending to existing patients, but people who had signed up on the website hadn't ever had an email.
That’s when we had the “aha!” moment. We figured out a way to boost his revenue by 30% without him doing any more work. Instead of waiting two years for clients to come back to the Practice, we created a subscription for new reading glasses every single year. Position glasses as a fashion accessory and his opticians as the purveyor of bespoke services to the discerning lady of leisure.
Then we created a premium package for two pairs a year, plus additional services like an emergency replacement service and a glasses "wardrobe," turning glasses from a medical need into a seasonal fashion accessory. We even researched a 'buy now, pay later' option to reduce friction even more.
This made perfect sense for his customers. About 70% are women, and a big chunk are between 49 and 79. They’re into high-end, fashionable eyewear. Now they have a reason to get a new pair (or two) every year.
To make it all happen, we're setting up an automated email campaign using a cool AI agent. It will send out personalized offers to his entire list, not just the people who are 'due.' It's so easy with AI that we will be able to have separate lists for the men and the women customers too.
The New Customer Trap
So many of us are laser-focused on chasing new clients that we forget about the people who already know and support us. We're set up for the sale, not the relationship. Why? Because it feels easier to chase one new person than to keep a hundred happy at once. It can feel overwhelming to stay in touch with everyone.
But that's where new AI tools are changing the game. They act like a super-smart assistant that can help you send personal messages to everyone, at scale. It’s like having a one-on-one conversation with a thousand customers at once.
For my optician client, this wasn't just a small change; it was a potential six-figure opportunity hiding in his old Mailchimp list. It was all there, just waiting for him to reach out.
Your “Rinse, Repeat” Moment
So, before you spend another crypto coin on ads trying to find new customers, take a look at the ones you already have. What's your version of the shampoo bottle? What's the simple change you can make to serve your existing customers better, more often, and more creatively? The answer is right there, on your own label. It’s time to find your “Rinse, Repeat.”
Let's look at how you can increase your revenue, without increasing any direct costs.
If you want to create a video check out HeyGen. They have a free version to get you started. You can find it on this page, along with other options too.
Jim James
