"In marketing I've seen only one strategy that can't miss - and that is to market to your best customers first, your best prospects second and the rest of the world last"

Companies often spread their resources thin trying to attract everyone at once, but this approach rarely yields optimal results. The wisdom expressed by John Romero is rooted in the core principle of prioritization in marketing. Instead of casting a wide net and hoping for random bites, focusing first on those who are already loyal, the best customers, establishes a firm foundation for growth.

Existing top customers have demonstrated their willingness to buy, appreciate the value offered, and typically generate the greatest portion of revenue. They are often advocates who can influence others and provide crucial feedback for refinement of products and services. By focusing marketing efforts on these individuals or groups, businesses maximize returns on investment and can strengthen loyalty through targeted incentives, personalized communication, or exclusive offers, resulting in higher retention and potentially increased lifetime value.

Once the needs and expectations of the best customers are satisfied and engagement is solid, the strategy moves to the next tier: the best prospects. These are individuals or organizations who share characteristics with the top customers but have yet to make a purchase, or perhaps have only made infrequent transactions. By leveraging data and insights from existing successful relationships, marketers can craft messages, offer solutions, or design campaigns highly likely to resonate with these promising prospects. Efforts here promise greater efficiency, as conversion rates tend to surpass those seen in mass targeting.

Only after maximizing opportunities among the best customers and prospects does the strategy recommend broader outreach. Attempting to reach the general population or those with little demonstrated interest often leads to diluted messages and wasted budgets. These audiences are less likely to convert, so allocating limited marketing resources here offers minimal returns.

Romero’s strategy embodies the idea of working smarter, not harder. By ordering priorities, first nurturing the loyal, then pursuing the likely-to-convert, and only then considering the rest, marketers can achieve more predictable, scalable, and sustainable results.