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218 NO B.S. Guide to Direct Response Social Media Marketing CHAPTER 12 / WHY MICRO-COMMITMENTS MATTERWhen I wanted to sell tickets to an event focused on customer retention, I developed a monthly theme around this topic: %u201cWhy Customer Retention and Growth Marketing Is Important to the Success of Your Business.%u201dCreate Weekly Subtopics That Fit Each Monthly ThemeYour next step is to develop four subtopics that relate back to the overall theme of your monthly topic. Each week will focus on a different aspect of your overall theme, and all will lead toward week four (or day four, if you conduct this for four days in a row) when you will make the offer to your audience with a call to action. This weekly content planning will ensure fresh, relevant content is always being added to keep readers interested and engaged up until the point of sale. Like two of my favorite TV series, Billions and Blacklist, each episode leads into the next. Here, too, each blog will lead to the finale of the item you are going to sell.For our series example, the four subtopics I chose were:%u2022 Your customers are 66% more likely to buy from you than noncustomers. %u2022 There are no costs in selling to your current customers.%u2022 Those who currently give you money should not be treated the same as those who don%u2019t.%u2022 How do you thank your customers each year?Develop Supporting ContentOne of the first things to do before writing any content is to make sure you do some research. Take a look at Quora, LinkedIn Answers, Yahoo! Answers, Answerthepublic.com, or other similar Q&A networks where you can find lots of people asking questions that relate to your specific industry. Identify their frustrations, objections, and pain points to address in your