"I rarely encourage clients to sell via one-step, because
leads; people who've raised their hands can have so much
value worked well over time." - Dan Kennedy.
There's an absolute wealth of marketing wisdom in Dan's
statement. It's impossible to do justice to all of it in
this short space. So lets get into it and give you some
important food for thought...
You'll decide to either market to a list, or not. And I
know that some marketers just don't want to be bothered
with list generation, for a variety of reasons. That's
fine. So if you're sitting on the fence about it... just
understand that you can be walking away from a LOT of money
if you don't have a list.
If you take your business seriously, then you already know
the life-time value of your customers. How much revenue the
average customer will bring to you over the time they're
doing business with you.
Armed with that knowledge, you're able to know exactly how
much you can spend to acquire new leads. The smartest
marketers know how to break-even to build their lists. And
they also know how much that new lead will be worth over
time.
Notice how Dan worded his statement...
"...so much value worked well over time."
The key phrase there is, 'worked well.' I'll tell you
something. Many businesses flat out do not get it in that
area. When their lists either die from attrition, or become
unresponsive, it becomes the business kiss of death. And
then they wonder what happened.
Simply no excuse for it because it's SO easy to prevent.
You just need to know how to do that.
I'm sure many of you know about the Law of Reciprocity.
Simply stated, giving someone something... or doing
something for another person, will compel them to feel
obligated to do something for you. Of course, that
'something' for you is giving you business.
But stop and think about this for a moment...
People online have come to expect the freebie. The free
report, white paper, short ebook... whatever, in exchange
for contact information and your continued marketing
efforts. It has become a standard for doing business
online. Unfortunately this expectation has only served to
dilute, if not eliminate, the power of reciprocity. And if
your freebie is poor, then you can almost forget any
compelling feelings to give you something in return. You'll
immediately become bland and boring because you'll be
lumped in that vague group of online businesses that all
look the same. Or worse...
People will label you as a scam, or just someone who wants
to make a fast buck. But...
All is certainly not lost... IF you provide good quality
information. And you can still harness reciprocity's power
in your marketing. How?
By continuing to provide information of high perceived
value in your follow-up emails. But do it with a twist and
some common sense. Just think about human nature and it'll
become clear.
First... spark intrigue. Create some suspense and the
desire for more. One way to do that is by NOT revealing
everything. Don't give the farm away in your free reports
and ebooks. Now this isn't anything new. But I'll tell you
something I've seen a lot.
I've seen free reports and ebooks that offered lots of good
information. But they failed to create any burning desire.
There was no sense of intrigue. No sense of, "I gotta know
more about this NOW!"
Let me ask you... when you see a newspaper ad selling
whatever, and there's a picture of an attractive woman
wearing a bikini... does that picture make you want to buy?
NO! Probably doesn't. You see that so much people become
blind to it... for the most part. It has no selling value.
Or, for lots of guys maybe it might catch their attention.
They might check out the hot girl and then move on.
You can be regarded as a respectful, professional marketer
simply by treating your list with respect. That means NOT
bombarding with a constant stream of, "You Gotta Check This
Out NOW!" Don't beat them up with constant, hard selling.
Keep a continuous rapport with them. Talk to them. Give
them substance and good information while sparking an
intense desire to know more. Share your self with them and
they'll come to think of you as something more than a
marketer.
I've been marketing to lists for many years. And I've had
subscribers stay with me for almost as long. It's a skill
you can learn and develop. And done right, with the right
backend offers... you'll take your bottom line to whole new
levels.
----------------------------------------------------
A former college dropout, Dan "The Man" Lok transformed
himself from a grocery bagger in a local supermarket to an
internet multi-millionaire. Discover how you can maximize
your website profits in minimum time. For a limited time,
you can test-drive Dan's Insiders Club for 30-days
Risk-Free and get $1,165 dollars worth of bonus gifts. Rush
cover to:
http://www.websiteconversionexpert.com/testdrive.html
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