List + Regular Communications = Sales

If you don’t have a list, then you don’t have anybody to market to. If you don’t have anybody to market to, then you don’t have anybody to sell your products and services to. And if you don’t have anybody to sell to, then you can’t sustain a business.

It’s not that far off to say “the person with the biggest list wins.” Or more importantly to say, “the person with the biggest ‘targeted’ list wins”.

List + Regular Communications = Sales

To market effectively, you must have a plan for growing your list, marketing consistently to your list, and converting your prospects and clients. And the 1st step in that plan is to get a name.

When initially marketing to your target audience, the idea should not be to get a sale, but instead to get the name. You will be much more effective if you are marketing your products and services to people who are on your list as opposed to marketing to the general population, even if they are your ideal audience.

The reason for this is that most people when they first become exposed to your business will not be ready to buy. They need time to get to know you, and develop some familiarity and trust before they engage in a client relationship. And if you have their name, you can develop a plan to accomplish that.

Let me give you an example. I follow about a handful of successful marketers, including Jack Canfield. Jack is a very successful author and speaker in the personal development industry.

When Jack has a new product to promote or is doing an event in a city, he may advertise in the local newspaper or on the radio, and if so, I’m sure he gets a small percentage of response from those advertising sources. But Jack sells his products and fills his events mostly from his list. It’s much easier and cost effective to sell to a captured audience who has expressed an interest in your products and services than to a mass market. And Jack is very strategic about the free offers, discounts and enticing communications that he sends to his list to get them to respond.

So keep in mind, it is most effective to first bring your target market into your fold – get them on your list first – and then market to them there.

So how do you get a name? Here are some tips for doing that.

Choose a market –
Having a targeted market allows you to focus more on the needs, culture, and nuances of that market and to be more effective in your marketing efforts therefore, getting you the greatest results. This is a struggle for many business owners because they feel they will be limiting themselves, but the fact is you will have far greater success by marketing to a single market deeply than trying to market to many markets shallowly.
Our culture today is looking for specialists, not generalists. We are looking for people who we feel confident can solve our problems and meet our needs. By choosing a market, you will get known in your market, and establish yourself as a credible expert.

Find where they frequent –
When you have a specific market, you can go to where they frequent most and market to them there.
Brainstorm the places they frequent, by asking yourself these questions:
- Where do they go physically?
- What websites do they visit?
- What online communities are they a part of?
- What organizations are they a part of, etc.?

Capture their attention and get them to take action –
And you do that by giving something of perceived value for free that will allow the prospect to exchange their name for your offer. Many of us have been exposed to this strategy or are already using it in our own business. This strategy is a very effective way to grow your list. I recommend everyone have some sort of a special free offer to use to grow their list where the prospect goes to a single web page or your home page and download it there..

Once you get the name, then the relationship begins. And relationships are built from regular communication, giving value, and allowing your prospect to get to know, like and trust you. And the relationship continues until they are ready to buy. And hopefully it continues long after with referrals and lifelong friendships.

Your list is everything. In fact, you can equate your list to money in the bank. And if you don’t have a list, then you can’t sustain a business. So use these strategies discussed here to make building your list your number one priority.
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