Your list is valuable. The bigger it gets, the more money you make. But making your list bigger is not the only way to make more money. In fact, making it bigger alone is weak. Here's why.
You can have a list of 100,000, but that doesn't guarantee that they will buy. You need to know how to convert subscribers into customers. And the better you do that, the more money you make – no matter the size of your list. Here's how:
3rd World Marketing
But first, a peculiar story (you'll see why this is important in just a minute)
It was 2 days ago. The small red truck rolled down the last hill. I sat in the back and watched the scene unfold before me. The white sand and palm trees. The warm sun on myface. Paradise. I had arrived at Patong Beach in Phuket, Thailand. But, it wasn't quite what I expected.
As I walked down the street, I was bombarded with offers. " Taxi Taxi Hello " DVDs sir, take alook " Massage Helloooooo Massage "... and those are just the family-friendly offers. It was overwhelming. I was drowning in bad advertising. It's no surprise they converted very few customers. Here's why:
They treat you like a walking ATM. You can feel them trying to put their card in and enter the PIN number (they even get mad at the machine when it doesn't give them money )
But honestly, they shouldn't be surprised. That kind of treatment doesn't make people want to open their wallet. But the sad truth is that the modern world is no different. From the time we put on our shoes to the time our head meets the pillow, we are bombarded with marketing. TV, radio, billboards, posters; yelling "Buy, Buy Buy from me!". And the internet is the worst.
Most E-zines or newsletters are nothing but ad after ad. I've been on many marketing lists. They make their customers feel no different than I did in Phuket. But, instead of trying to sell me ping pong shows and fake Prada hand bags, it sounds more like this:
" SEO!!! " Article Marketing sir, please buy. Good price 4 u today " PPC please, come have a look " Sir, cash in with joint ventures or you'll miss out "No, buy this. If you don't, your business might fail "
Obviously, I didn't buy. In fact, I usually unsubscribe before reading a single e-mail. Your customers might be doing the same. Here's what you need to know.
Your list is made up of real people. Not ATMs. Don't send them an e-mail with the same stiff vibe you'd use to call your bank for a money transfer. If you can show them that you are a fellow human, even a friend, you'll have an advantage.
How to Gain an Advantage
A few companies have figured it out.They've realized what works and their sales have soared. Because when so many people are doing it wrong, if you do it right, you pull ahead fast. Remember this:
In every relationship in life, you have an emotional bank account with that person. If you make too many withdrawals, the relationship is stressed. Let me explain.
If you try to hard-sell your list every week, don't be surprised when they don't want to buy. It's like your friend asking to borrow your car every day. It would likely get old fast. Now, if your friend was over at your house fixing the fence and dropping your kids off at karate so you can study, you probably wouldn't mind. But, let's say they don't. How long would it take before you get sick of that? If they just kept saying more, more more- wouldn't you soon want to stop answering the phone?
When they help you in return they make a deposit into the emotional bank account. As long as the balance stays high, all is well. But, if they let that account get too low, you can't help but want to stop talking to them. If you are really good friends, it may take a while, but keep this in mind.
The people on your list don't know you.They have a short fuse for being asked for favors. Every time you want them to buy, you subtract from your account with them. And if that account hits zero, they unsubscribe. Remember this:
For everything you ask of your list, give more in return.
Get that tattooed on your forearm and read it every morning. But, why do I say to give more in return? Isn't breaking even enough? Well, how many sales do you want? Breaking even will keep them from unsubscribing. But you want to make as many sales as possible. Don't you?
Here's a true story. Last week I bought a $97 product without even reading the sales letter. And I'm a total stiff about how I spend money. (I keep track of everything I buy on paper – dawn to dusk ) So, why did I drop $97 without even reading about it?
I knew I didn't need to. I know I can trust Construct Zero. I've bought nearly every product they've created. They've delivered nearly every time. And the one time they didn't, they fixed it within 24 hours. I know that I will get a lot for opening my wallet. That is what happens if you give your list more than you ask for.
They see you as an authority and trust you. How would your business benefit from building this kind of relationship with its customers?
When you give them more than you ask, you stack that emotional bank account. And then when you send an offer, they are far more likely to make a purchase. Not only that, ifyou can deliver every time, you've made a customer for life. Here's what to do.
From now on, every time you contact your list, focus on absolutely dazzling them. They should walk away from your e-mail feeling good. Provide value. Help them. You could share a freebie, a helpful video, or just giving them valuable content in text.
Avoid just sending ad after ad. Don't contact them only to check out the latest product. Make sure every e-mail gives them more than it asks for. (and don't be afraid to send a few e-mails that don't ask for anything )
Build a relationship. See your list as real people, give more than you ask for, be a friend; an adviser and watch sales soar.
All The Best,
Dante Romero shows you how stop these invisible forces that make life a struggle at his website, http://HiddenConstraints.com