Publisher Gary Scott had a list of just 1900 people.
In three months’ time, with just $950 investment, he made $150,000. He repeated this again and again year after year.
While he grew his list, it still remained relatively small, barely tipping 20,000. Despite this, he’s made far more money from his small list than many who have lists five and ten times the size of his.
In fact, he’s made millions from it.
It wasn’t always this way. He spent years knocking on doors and speaking to groups in an effort to grow his list.
But while he was successful at building his list size, he says that when he mailed to his list, his results “weren’t too terrific.”
That all changed for him when he discovered a big secret about lists.
There is a lot of hype about building your list size. You can find hundreds of articles, blog posts and “guru advice” that will tell you to “start building your list now.”
These articles talk about… “7 ways to add people to your list” …”How to grow your list quickly”…”What you should do to grow a HUGE email list”…
Of course, it is important to have and grow your customer list—that is where the wealth is. In fact, the most valuable asset of ANY online or offline business is your list of customers.
However it does you little good to have a list of 10,000, 50,000…100,000 or more if no one is buying from you.
You do not want to wind up with what Dan Kennedy calls a “diseased herd, inferior herd or a low value herd.”
No, what you want is a “special list” …which means it brings responsiveness, eager and frequent buyers, year after year. A list like this also means equity.
So how do you build a valuable list like this? What was the secret that Gary learned?
Well he learned that looking for bigger and bigger lists is not the answer. In fact, if you are only focused on the number of people on your list, this is exactly the wrong approach.
Relationship is the real key to success. Not the list, not the fact that you have a list, not the size of the list, not even the make-up of the list.
The real value comes from the relationship you have with your list. Even more important, it’s how the people on your list perceive their relationship with you. What their sense of it is and how they value it.
So if you want the real secret of lists…don’t aspire to the largest list you can build, but instead aspire to create a group of loyal and die-hard fans. Individuals who are so attached to you that they tell other people about you, quote you and build shrines in their house to you (or at least think about it in passing.) This is the kind of list that will eagerly follow you and support you for years to come.
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