For years I’ve been hearing the same gibberish pumped out by all the gurus…build a list!
And, it needs to be HUGE…thousands, no hundreds of thousands of names.
Every time I would hear that drivel I thought, “Wow, such a flawed way of doing things.”
Yet, I would constantly hear it. It was as if all these marketers went to the same conference over and over and were brainwashed into repeating those words…gotta have a HUGE list.
What makes me qualified to give advice? Well, I ran a successful cleaning business for twenty years prior to coaching companies on what works, so I least I have proven strategies instead of regurgitated theories.
I will tell you right now…forget that HUGE list. It’s a friggin’ waste of time and energy.
Yep, I said forget it.
You see those gurus tell you to put every name you can think of down on that list. When you get business cards, meet people at conferences, family members, their friends and even their kids… you are supposed to add those names to the list. UGH! What a mind numbing experience!
Now you have this list in the thousands and you honestly don’t know what to do with it…but the gurus have an idea and it’s called mail to them on a consistent basis. So now you have this huge list and soon a huge expense of mailing every month. MAIL? Yep, or email, which if unsolicited can be considered SPAM.
I bet 90% of your list is pure garbage! Names that will never, ever convert to buying clients. How disappointing, the gurus lied to you!
Quality over quantity!
I tell entrepreneurs that its best to grow your list slowly with quality names of people that are genuinely interested in your services. These types of names added to your list will produce results day in and day out without shelling out HUGE dollars to get a sale.
Now take your small list and segment it into smaller lists. Each smaller list based on a different criteria.
In 2012, I won a marketing award for a “reactivation letter” I mailed to a small list of past clients. These clients hadn’t used my services in over 3 years and I wanted them to experience my services once again.
So, I gathered a small list of 200 names that met the criteria I wanted and mailed them a letter. But, not just an ordinary sales letter…NOPE! One filled with TRUST.
The letter was mailed out on a Thursday evening and by Saturday morning we were getting calls. Big dollar calls. Less than 48 hours after mailing! In fact, the very first caller paid for that mailing with her sale 3x over. That letter went on to being our biggest ROI in our 20 year history.
A small 200 letter campaign which cost about a dollar per letter generated 5 figures and tons of referrals.
Forget the HUGE list…focus on small segmented lists and watch your business grow.