Do you read Seth Godin?
If yes, you already know what kind of an impact his advice can have on your business.
If not, Stop here.
Bookmark this page (CTRL/Command + D).
Go to SethGodin.com and order his books (Purple cow, Permission marketing, Linchpin and Ideavirus to start with) and then come back here to read the rest of this post.
Money is in the List…
In case you have any kind of marketing experience, you would have already heard this phrase more times than you’d care to count.
The reason that this concept of building lists is so damn popular is because it works and it works big time.
But when I tried it, I FAILED.
Even though I was driving qualified traffic, which did resulted in sales when I linked them directly to the vendor’s page. I wasn’t able to get a single conversion from a list of 3000 targeted readers that I had built myself, using the exact same traffic source.
Permission marketing is like proposing for marriage
Why did I fail?
It wasn’t really clear when I was making that mistake but after reading Permission marketing, all of my mistakes became a lot more visible.
Here is why I failed.
I was spamming
Even though I figured that I had their permission to email them but I wasn’t really giving much value to my users. Most of my emails were crafted around promoting yet another weight loss product and I was “hoping” that a few people from those 3000 targeted subscribers would buy them….
I was so wrong.
I had the permission but I didn’t respect it, I didn’t focus on building a relationship. I spammed and nobody likes being spammed.
As Seth says, permission marketing is like proposing for marriage.
You can’t just walk into a bar, with a nice suite and propose marriage. It is pretty obvious that you’ll be turned down if the first thing you say is the proposal.
You need to take your time, converse with your potential clients directly and build up a relationship over time.
You need to deliver higher magnitudes of rewards everytime you send them something and build up a level of trust. And then you can leverage that trust to market something that will really change their life for good, thus building up your credibility even more.
So, what’s the right way of going about e-mail marketing?
Let’s break this down into steps.
First, you need to offer a simple and obvious reward.
It can be as simple as a promise to send them regular updates on the subject they are interested in, filled with valuable content and usable information.
Make a promise and keep it.
Moreover, make it very clear what you’ll be doing with the information they’re providing you.
Second, focus on frequency rather than quantity.
It’s more important to build trust and credibility with your existing subscriber base instead of focusing on growing your reach.
Focus your attention on sending consistent, value-packed updates to your existing readership and if you do your job well, they’ll do the marketing for you.
Next, consistently build up the magnitude of the rewards you offer.
Keep ramping up the amount of value you provide to your reader base and that’ll keep them interested for an extended period of time.
This can also be used to establish yourself as an authority in different niches related to the same industry.
Finally, you need to leverage the trust that you’ve built up…..
by offering addtional products and services as an affiliate or co-marketing with partners in the same industry.
But remember, it is REALLY easy to unsubscribe. You make one wrong move and they’re gone, for (their) good.
Make it a win-win for all and you’re sure to stay in business for a really long time.
I highly recommend you to read Permission Marketing from Seth Godin.