Podcast Summary: Baking it Down with Sugar Cookie Marketing 🍪

Episode 230: "Nothing Old, Nothing New"

Host(s): Heather & Corrie Miracle
Air Date: September 23, 2025

Episode Overview

In this episode, Heather and Corrie dig deep into the critical topic of retaining returning clients in the home-baking business, especially as it relates to sugar cookie marketers. With a blend of strategic advice and candid, light-hearted anecdotes, they explore why so many bakers struggle to keep repeat business and how marketing habits, business changes, and even drama can impact client loyalty. The episode is packed with actionable tips, marketing psychology, and reminders to focus on consistency—delivered in their signature upbeat, slightly goofy, sisterly banter.

Key Discussion Points & Insights

1. Why Returning Clients Matter

• Returning clients are the lowest cost to acquire and the highest value to retain.
  • [03:48, Heather]: "The returning client is the cheapest one. You may say, but what if I had to send out flyers twice? You can’t look at it that way… The client who said, 'I had a great experience the first time, so I'm coming back.' That is the cheapest lead acquisition for any company."
• Referring clients are powerful: They may not buy often, but their word-of-mouth is irreplaceable.

2. Cost of Client Acquisition: Understanding the Investment

• Heather breaks down the real cost—time and money—of getting a new client, and why a client's second (and third) orders are basically "free" from an acquisition standpoint.
  • [03:40, Corey]: "The initial knocking? $500. The second knock? Free."

3. Factors That Cause Loss of Returning Clients

a. Taking Breaks or Being Inconsistent

• Extended breaks, especially during customer milestones (birthdays, holidays), can make clients "try out" a new baker.
  • [08:30, Corey]: "If you take big breaks or take the summer off, you're going to lose returning clients."
  • [09:09, Heather]: "A baker baking with big breaks is still better than the baker who quit... but you will lose returning clients."

b. Constantly Changing Offerings or Pivoting the Business

• Switching focus/products without warning (e.g., from cookies to cakes, or custom orders to only corporate orders) alienates old clients.
  • [11:02, Heather]: "Someone knocks on your door… 'I’d like to order more.' 'I don’t do cookies anymore.' You have lost a returning client."
• Teaching classes, focusing only on Eddie prints, or other pivots can shift your repeat client base.

c. Being Difficult to Find or Remember

• Not having a website or consistent online presence (or business name confusion) means clients won’t “find their way back.”
  • [13:04, Heather]: "If it's hard for me to remember where I bought from... I don’t believe I'll find it."
• Overly generic or overused business names (“Cory’s Cookies,” “Life’s a Batch”) add confusion.

d. Irregular Social Media Activity

• Clients interpret months-old posts or outdated bios as “closed,” and move on.
  • [15:46, Corey]: "When I go to their social media and they haven’t posted in seven months... I can’t tell if you’re there."

e. Frequent Rebranding & Profile Changes

• Drastic, sudden rebrands cause confusion, even if the products are the same.
• Changing logos, profile photos, or business names without prepping your audience leads to lost recognition and repeat business.
  • [19:10, Heather]: "If you're constantly rebranding, it will cause audience confusion and you will lose returning clients."

f. Neglecting to Stay "Top of Mind"

• Failing to send newsletters, emails, or regular communications means you’re forgotten by once-a-year customers.
  • [23:24, Heather]: "If you’re not staying top of mind with your current book of business, you will be losing clients."

g. Engaging in Drama or Polarizing Online Behavior

• Mixing business with hot-button topics or online arguments repels a segment of buyers, sometimes with delayed effect.
  • [29:47, Heather]: "If you involve your baking business… in drama, don’t be surprised when drama shows up at the front door."

h. Muddled Marketing: Selling to Multiple Audiences

• Switching focus from end-buyers to bakers (e.g., affiliate links, supply recommendations) dilutes your message and confuses customers about what you actually offer.
  • [38:18, Corey]: "If I know I want to order cookies and I go to your social... and you’re making shirts… I'm gonna see that as the end user who hasn’t used you for one year and say they're no longer baking."

4. Strategic Tips for Retaining Returning Clients

a. Consistency, Consistency, Consistency

• Keep core offerings consistent; use limited editions to inject excitement, but don’t change the basics people come back for.
  • [52:01, Corey]: "A great thing is seasonal offerings, seasonal flavors... not a promise of being around all the time."
• Consistency in posting, branding, and communication is key.

b. Be Easy to Find & Recognize

• Maintain simple, memorable business names and branding; keep profile pics/logos stable.
• Invest in minimal—but reliable—online avenues like a Google Business Profile, even before a full website.

c. Rebrand with Caution

• If a rebrand is necessary, “soft land” it: use phrases like “formerly XYZ Cookies.” Keep old URLs redirecting to new ones.
  • [19:50, Heather]: "We tried to soft landing the rebrand by saying, 'formerly the crumbed cookies'…"

d. Stay Top of Mind

• Use newsletters, referral programs, small surprise gifts, or customer delight strategies (like Chewy’s empathetic approach with grieving pet owners) to keep your business in client memories.
  • [27:29, Heather]: "That client referring Corey and still buying from you is producing so much more income than if she wasn’t there."
• Birthday reminders or seasonal emails can trigger return orders.

e. Reward and Recognize Referrals

• Referral incentives can be simple ($5 gift cards, sample cookies) and still work wonders.
  • [61:42, Heather]: "A small $5 gift card as a thank you to a referral… If one client can bring in three clients, is it $5?"

f. Keep Messaging Clear

• Maintain a clear distinction between selling to customers and selling to other bakers or industry peers.
• If you must serve two audiences (e.g., affiliate marketing and custom orders), consider separate pages or careful content segmentation.

Notable Quotes & Memorable Moments

• On Client Acquisition:
  "The returning client is the cheapest one. You may say, but what if I had to send out the flyers twice? You can't look at it that way." – Heather [03:48]

• On Burnout vs. Consistency:
  "A baker baking with big breaks is still better than the baker who quit, in terms of business strategy. However, you will lose returning clients." – Heather [09:09]

• On Social Proof:
  "When I go to their social media and they haven't posted in seven months, I can't tell if you're there… That gives me the doubt that I'll see the product, you know, that social proof." – Corey [15:46]

• On Drama:
  "If you involve your baking business page, if you involve your bakery in drama, don't be surprised when drama shows up at the front door." – Heather [30:25]

• On Dual Audiences:
  "If you’re teaching classes and you have a really good spatula from Amazon...that the person who wants to learn how to bake cookies could benefit better from that than your random customer who doesn’t want to bake at all." – Corey [59:39]

Practical Takeaways (With Timestamps)

[07:25] – Consider Your Location’s Transience

If you’re in a place with lots of turnover (military, college towns), expect higher churn and account for that in your strategy.

[13:03] – Make Yourself Searchable & Memorable

• Use simple, easy-to-remember business names.
• Have a Google Business Profile or website to be found online.

[16:14] – Social Proof & Activity

• Regular updates signal you’re open; months-old posts imply closure.

[21:21] – Branding Consistency

• Don’t change your profile picture or logo too often. Your profile image often is the “hook” customers remember and use to find you.

[23:24] – Cross Touch Points Regularly

• Touch base with prior clients using newsletters or personal touches.

[27:14] – Delight Clients Cheaply

• “Baking extra cookies for a great client who refers you? Best ROI.” – Heather

[38:18] – Avoid Muddled Messaging

• Only pitch affiliate links, shop links, or teaching to an audience suited to it.

[52:54] – Be Consistent on Socials

• Aim for 2-3 posts per week; consistency wins.
• Avoid giant “photo dumps” after months of absence.

Listener Q&A and Group Engagement

[72:22] – Teaching Classes at Home
Brianna asks if it’s “weird” to host classes at home vs. renting a space. Heather and Corey suggest:

• Showcase your home (photos, videos, livestreams) to reassure, and test community venues only if your home venue caps you out profit-wise.

[78:00] – The 5:3:1 Instagram Engagement Rule
Allison from Ontario mentions engaging with others by liking 5 posts, commenting on 3, and following 1 new account daily. The twins love any consistent engagement system to spur real connections and growth.

Summary of Segment Timestamps

| Segment | Timestamp | |----------------------------------------------|-------------| | Opening banter + episode theme intro | 00:00–02:13 | | Why returning clients matter | 03:33–04:11 | | Cost of acquisition explained | 02:38–04:03 | | Losing retaining clients: factors | 06:46–34:12 | | Social proof & relevance | 15:46–18:52 | | Rebranding risks | 19:10–22:39 | | Staying top of mind | 23:24–27:29 | | Drama & online reputation pitfalls | 28:15–35:36 | | Dual audience “muddling” explained | 37:14–41:10 | | Consistency as the ultimate solution | 50:01–54:06 | | Community Q&A: Class location, engagement | 72:22–78:51 |

Tone & Language

Heather and Corrie maintain a playful, affable tone—full of puns, sibling ribbing, and lots of cookie metaphors. Their advice is direct and nuanced, but never condescending. They’re open about their own mistakes and successes, making it easy for listeners to feel included and understood.

Closing Thoughts

This episode reinforces that consistent, focused, and personable marketing is the backbone of a thriving home bakery. Chasing new trends, constant pivots, or dramatic viral moments rarely foster repeat business. Instead, it's those steady, small touches—the consistent menu, memorable branding, staying in touch, and respecting your audience—that “make that dough” over and over again.

"Consistent effort creates consistent results. I wish there was a shortcut... but it is so much more than that. And when all of that works together, you’ll win." – Heather [64:24]

Next Steps for Listeners

• Audit your last year for client return rates—what habits might be repelling return business?
• Commit to at least two avenues of marketing consistency this quarter (posting, emailing, or in-person gifting).
• Consider your branding and website: would a new client or a client from a year ago easily find and recognize you?
• Steer clear of drama—focus on the joy of baking and the delight of your customers.

Want more in-depth help? Check out The Cookie College and their Facebook group for ongoing marketing advice.

(Podcast intro, outro, and sponsor ads have been omitted from this summary for your listening convenience.)