I want to share with you a simple, yet truly powerful success strategy that can work in any climate – including during a global pandemic. (And note, this is not hyperbole.)
About six months ago, I was on Facebook and a video ad popped up from a well-known “digital guru.” He explains how he has this great method for being able to – natch – “make millions.”
But he’s good at this stuff, his video is captivating, and I know from my work that he is actually very successful, so I find myself clicking through.
The next thing I know, I‘ve listened to his entire hour and a half webinar, and most surprising to me, I bought his expensive training system.
I’m happy to say that it was totally worth my investment.
And I want to share the big takeaway with you because, especially right now, it can help you not only stay afloat, but get ahead.
Grow your email list. This seems almost basic, like Internet 101, right? Wrong. At least not the way this guy does it.
Here’s the deal: What he recommends, and what I have tried and found really works, is to focus a significant amount of your marketing energy, and yes, some of your marketing dollars, on growing your list in a big way. Don’t just dabble, go for it, because the payoff can be huge.
A big list gives you big reach.
When someone provides their email address, when they “opt-in,” they are giving you permission to contact them again. These are warm leads; people who trust you and want to hear from you. When it’s time for you to sell something, you can email this list and be almost assured that a good number of the people you are pitching will say yes.
Take my new guru for example. To watch his hour-and-a-half video, I had to opt-in. But because he gave me real value in that webinar, I was happy I did, and in fact, when he emailed me the next day with his pitch, I was interested.
And I was not alone. By advertising on Facebook and getting people to opt-in, he now has a list of more than a half a million people.
Think about that for a second.
The next time he has a new product, be it some system, or an e-book, or info-product or whatever, with one email he can tell 500,000 potential customers about it. The way he explains it is that this is akin to Starbucks. People like going to Starbucks (or at least they used to.) Millions of people would go there every day. And so, when Starbucks has a new product to launch, they simply roll it out in the stores and those millions learn about it and are inclined to buy it because they trust the company and like its products.
For you and me, our expanded email list is our digital storefront. When we have something new to sell, we can roll it out by emailing our list and letting them know about it.
Does this really work?
Well, the guru recently launched a new podcast and used his list to tell his tribe about it. Within a few weeks, the podcast had become one of the top new shows on iTunes.
In my case, I have been using some of his methods and my own business email list recently topped 30,000.
There are four steps:
1. Create a free offer. You have to give to get. What you give away for free in exchange for the opt-in should be something your potential customers would want – a free ebook, or podcast, free product, a discount, access to a special website, something.
2. Let them know about the offer. Do so on your website, on your social channels, and yes, consider buying some pay-per-click ads to promote your offering. The bigger you grow your list, the bigger your reach and the higher your potential sales down the road.
3. Offer real value in exchange for the opt-in. The webinar I listened to was chock-full of great info. No fluff. Give away your best stuff. If you do, people will trust and like you and believe what you tell them. You really don’t get a second chance to make a great first impression.
4. Don’t abuse the privilege. When people trust you enough to give you their email, they are also trusting that you will not bombard them with spam and selling.
Then, when the time comes for you to launch your Carmel Mocha Macchiato and you write to your list, guess what?
They are going to want to buy it.
Steven D. Strauss is one of the world's leading experts on small business and is a lawyer, writer, and speaker. The senior small business columnist for USA Today, his Ask an Expert column is one of the most highly-syndicated business columns in the country. He is the best-selling author of 17 books, including his latest, The Small Business Bible, now out in a completely updated third edition. You can also listen to his weekly podcast, Small Business Success.© Steven D. Strauss
Bank of America, N.A. engages with Steve Strauss to provide materials for informational purposes only, and is not responsible for, and does not guarantee or endorse any of the third-party products or services mentioned. All third-party logos and company names mentioned herein are the property of their respective owners and are used under license from Steve Strauss.
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