Woman in a white shirt and cream trousers looking at her phone in a bright studio

Playbook series 06

Build a Cult Following

Turn one-time buyers into repeat customers, members and advocates, with a retention system that runs itself.

A cult brand isn't charisma. It's logistics: the product that over-delivers, the follow-up nobody expected, the feeling of being remembered. This series builds that machine.

Five volumes cover your repeat numbers and the second sale, lifecycle messages timed to each customer, a membership people are proud of, listening systems that catch the fade early, and the cadence and scoreboard that stop devotion from eroding.

5 volumes
Level: Intermediate
Retention
Loyalty

$69One payment for all five volumes.
Instant download, each volume as a PDF.

Get Volume 01 free

Already have Volume 01? Your purchase includes Volumes 02 to 05. All sales are final once downloaded. See our Purchase Agreement.

Optimize withThe Yap PlaybookCommunity needs a face$69 →

The outcome

By the end of the series.

Find your repeat rate and best cohort from order data
Engineer the 30 days that decide the second sale
Build flows for slipping, at-risk and lapsed customers
Design a loyalty tier and referral engine
Track retention on five honest numbers

Who it's for

Built for doers.

For ecommerce and DTC brands with customers already buying, who want more of them to come back. Works best with a few months of order history.

Ecommerce brands
DTC founders
Retention marketers

Step-by-step guidanceGo from setup to execution with clear, practical instructions.
Templates & promptsReady-to-use resources that save you hours.
Real-world examplesLearn from how it is actually done.
Progressive learningEach volume builds on the last, so you can go deeper.

The volumes

5 volumes. One system.

01
The Second Sale
Know your repeat numbers and engineer the 30 days that decide the next order.
Read the companion article
What's inside
Export your orders and let AI find your repeat rate, best cohort and leak points. Then engineer the first 30 days (unboxing, product onboarding, reachability) and time and price the second-purchase offer, tracked on a repeat scoreboard.
Export your orders and let AI find your repeat rate, best cohort and leak points. Then engineer the first 30 days (unboxing, product onboarding, reachability) and time and price the second-purchase offer, tracked on a repeat scoreboard.
Free
02
The Lifecycle Engine
Message each customer on their own clock, from replenishment to winback.
Read the companion article
What's inside
Map customer states and each customer's replenishment clock, then build the core flows: replenishment, slipping, at-risk and one honest winback. Add VIP recognition, SMS and a monthly tune-up for the whole engine.
Map customer states and each customer's replenishment clock, then build the core flows: replenishment, slipping, at-risk and one honest winback. Add VIP recognition, SMS and a monthly tune-up for the whole engine.
Included
03
The Inner Circle
Design a membership, rituals and referrals that turn customers into missionaries.
Read the companion article
What's inside
Design a named membership with two earned tiers and benefits money can't buy, install three rituals, set the founder's role, open a members' room when it's time, build a referral engine, and run subscriptions generously.
Design a named membership with two earned tiers and benefits money can't buy, install three rituals, set the founder's role, open a members' room when it's time, build a referral engine, and run subscriptions generously.
Included
04
The Listening Room
Hear churn coming in customers' own words, weeks before the data shows it.
What's inside
Customers say they're leaving before they act. Route seven feedback channels into one place, add two questions that predict churn, weight comments by revenue, read themes weekly, use service as a retention tool and close the loop in public.
Customers say they're leaving before they act. Route seven feedback channels into one place, add two questions that predict churn, weight comments by revenue, read themes weekly, use service as a retention tool and close the loop in public.
Included
05
The Forever Brand
Install the cadence, scoreboard and pricing discipline that keep devotion from eroding.
What's inside
Put every retention rhythm on a calendar with an owner, read five numbers monthly and cohorts quarterly, raise prices respectfully, bring new customers into the culture, and value the following as a business asset.
Put every retention rhythm on a calendar with an owner, read five numbers monthly and cohorts quarterly, raise prices respectfully, bring new customers into the culture, and value the following as a business asset.
Included