Heroes, the show, name, related characters or anything that sounds like Heroes or other strong Superman-like entities, along with all related materials, are property of NBC or some other big important company. So be good, and don't steal from them.

Ok. You got me, I watch Heroes.

Although the show is a little ridiculous, and I think about that fact every time I watch it, I still tune in to my TiVo every week to get my fix. Why, you might ask, do I continue with this ritual? Because I’m dedicated. I’ve been there since the beginning, and feel a sense of obligation and connection to the characters. Pulling out at this point feels like giving up, and I’m no quitter. If someone new to Heroes were to watch an episode, they’d probably get bored after just a few minutes.

This got me thinking. How many of your customers or clients are with your business because they feel like they have a connection to you? How many clients are you losing because they lost interest after a few minutes? If you have a lot of “old timer” clients, then you are doing something right. They love you, and so you are safe. Kinda. They can still pull out at any time, but they are much more invested than a newcomer. You can end shows with terrible cliffhangers and continue plot lines that are completely predictable, and they will still tune in next week.

The newcomers aren’t quite as forgiving. They get bored. They don’t “get” you, and they have no incentive to stay with you, or your business. They need stimulation: sexy new characters and action-packed romance. I’m not suggesting you start making out with your clients. Instead, you’ll have to get them hooked in other ways.

There is a fine line you have to walk to keep your “oldie but goodie” clients, while still attracting new blood to your place of business. Ask yourself: what am I doing that’s keeping my current clients happy, but also bringing in new customers?

If your business model is unique, it might be hard for new clients to see the benefit of dedicating themselves to you. For example, people might not understand how a mobile massage business would be better than a traditional studio. Brainstorm with your staff how your uniqueness provides something that your traditional competitors don’t. Sticking with the massage example, you might come up with some direct mail or promotional pieces that highlight how mobile massage is more convenient, and can provide better rates due to low overhead costs. Then slap on a sweet 20% off promotion to all new customers or referrals.

I’ll also suggest online booking, and not just because my boss reads this blog. Online booking is a simple way to offer something your competitors don’t. It makes your old timers happy. And it makes it easy for those new clients to dedicate themselves to you.

The key is coolness. This is where Heroes has got it all wrong, they need to make it a show that people think I’m cool for watching. I should be able to talk to my co-workers and friends about the episodes each week, not keep my love in the closet for fear of ridicule. It’s the same with business. You want your clients to shout from the rooftops about your business, which makes it attractive to new clients, and a coolness badge for continuing clients.