The 4R customer journey

In partnership with

Ever recommend a show to a friend, only for them to never watch it? Annoying, right?

Now flip it—imagine if customers loved your business so much they couldn’t wait to tell everyone about it. Some businesses make that happen effortlessly. Others? They’re stuck wondering why customers leave without a trace.

Here’s the kicker: It’s not luck. It’s a system. And it comes down to four simple moves that turn one-time buyers into loyal fans, raving reviewers, and walking billboards for your brand.

Most businesses get one. The smart ones get all four. Let’s make sure you’re in the second group.

SALES

The 4R profit engine

Most businesses get customers. Some of those customers refer, others stick around, some leave reviews, some buy more stuff. And all of those are good things. And most times, those good things happen on accident. I’ve found I get significantly more customers to do what I want if I design it on purpose.

Here’s how we do it:
We use a simple customer journey system. It’s easy to remember. It’s 4 Rs: Retain, Review, Refer, Resell. Most businesses get maybe one of these. Here's how to get all four:

Retain: Increase the likelihood they stay by clearly mapping out exactly what happens in days 1-30-90. Show them the finish line before they start running. Your customers can't hit a target they can't see.

Review: Make it simple. Send them a review link 72 hours after their first win (not 72 hours after purchase). Include a before/after template they can fill in. Ex: "Before working with [company], I struggled with X. After working with them, I achieved Y in just Z time." People respond to structure.

Refer: Give them a reason AND a reminder. Most businesses ask once, then quit. Instead, create a "Referral Moment" - the exact time when customers are most likely to refer. For a gym, it's when they hit their first goal. For software, it's after their first successful export. Whatever it is - systematize then incentivize.

Resell: The easiest sale you'll ever make is to someone who already bought. But timing is everything. The key: move your upsell from an arbitrary timeline to the moment of greatest need for the new solution. Sometimes it’s immediate. Sometimes it’s at a delay. It just depends on what you sell and when they are most aware of the problem that needs solving. Offer your upsell/resell then.

At the very least, plan SOMETHING to happen for each of the 4Rs and you’ll increase the likelihood they happen.

HEADLINES

Hot picks from the web

→ Expand your PPC reach, uncover missing keywords and outsmart the competition with these tips and tools.

→ X’s new AI ad tools boost performance – Faster, smarter campaigns with less effort! With AI-powered ad creation and real-time campaign analysis, X helps marketers optimize ads effortlessly for better results.

→ 7 tips to beat the Instagram algorithm in 2025

CREATIVE

Ad Inspiration

SOFTWARE

Top tools

✅ Wrike: A tool that streamlines project management with automation, real-time collaboration, and advanced reporting—boosting efficiency for teams of all sizes.

✅ HEY: A tool that redefines email with user control, privacy, and a clutter-free inbox. Features like The Screener and Imbox keep emails organized while blocking spam.

✅ Tandem: A tool that recreates the feel of a real office for remote teams with instant audio/video calls, screen sharing, and live collaboration.

POLL

Pop quiz