How to Find New Customers for an Old Product Having a successful product or service is a big win. But keeping it top of mind for consumers (and winning new ones) can be a challenge.

Q: I have a legacy product that my customers love. How do I keep its promotion fresh in order to drum up new excitement and new customers? — Brad, Gainesville, Fla.

Businesses can learn a lot about marketing relevancy from Arnold Schwarzenegger. I've worked closely with the bodybuilder turned actor turned governor for nearly 10 years, and I'm continually amazed by the way that, at 72 years old, he can charm a room of aging gym buffs — then post a video on TikTok and have 20 million teenagers laughing.

It's a master class in satisfying the old and intriguing the new. To replicate it, any entrepreneur must understand when to create excitement and when to double down on the familiar.