Almost every marketer out there today will shout out this one simple sentence constantly:
“The money is in the list!”
Well, I’m here to tell you the money is NOT in the list!
I know this goes against what almost everyone else is saying, but bear with me for just a minute…
I’ll explain to you exactly why the money is not in the list, and I’ll also share with you where the money actually is in.
So let’s head right into it.
Why the money is not in the list
If the money was in the list, the people that have the biggest list (email lists that is) would be making the most money.
Who have the biggest lists?
Quite often these are spammers, as they either use scrapers to collects tons of email addresses or they simply buy these lists of thousands even tens or hundreds of thousands of thousands of email addresses.
Now there are people that have massive (legit) lists out there that are doing pretty well, I’m not talking about those people right now.
We’ll get to that later on :)
Now, are spammers the people that make the most money?
In most cases they are not. These days the spam filters are pretty good, so people often don’t even see those emails and even if they see them they certainly don’t trust them.
For now just know that list size doesn’t mean everything!
There’s some more key factors that come into play here, which we’ll move into now.
It’s about the relationship
Some people would say (and rightfully so) that the money is in the relationship you have with your list. And that’s getting pretty close to the truth.
But it’s not the best answer in my humble but accurate opinion.
Let’s talk about building a relationship with your list, because doing that combined with generating new leads for your business is really the key to success with email marketing.
Now note that I’m not talking about things like subject lines and writing good quality emails here, that’s a completely different topic.
If all you do is send emails with promotions every day, you’re not going to build a solid foundation for a relationship with your list. And I would definitely stay clear from doing that.
The relationship makes a huge difference.
The Relationship case study
Let me tell you about a case study that I’ve recently heard about:
There were two affiliates that were both promoting the same product to their email lists.
Both used the exact same swipe files: The same subject line, the same email, and all that stuff. The only difference of course being their lists.
The first affiliate had a pretty big list of about thirty something thousand people. The other affiliate had a list of just over three thousand.
Here’s what happened:
Affiliate A (30k list) emailed about the offer twice within two days.
Affilate B (3k list) emailed about the offer only once.
Can you guess what happened?
Don’t quote me on the numbers, since it was quite some time since I’ve hear about this case and I don’t remember the exact numbers.
What I do know is that the person with the smaller list outsold the guy with the much larger list by about 3:1.
Person B had an excellent relationship with her email list, they really trust her as a person and so they bought the product she recommended. That’s the key to her success.
Person A on the other hand had a much bigger list, yet less sales. He’s pretty good at ad copy and getting traffic, which is how he built his big inefficient list.
The one thing he lacks:
He’s not that well of a communicator and relationship builder (or at least he wasn’t at that time). Now if he had a better connection with his list, he would have easily outsold affiliate A.
A big list + a great relationship = $$
So now let’s look into where the money is actually in!
The money is in the VALUE you provide to your list
It’s pretty simple: Because providing value to the people on your list builds the relationship!
And best of all:
Providing value to your list is something that you have 100% control over, whereas you cannot force somebody to like you.
If you take away one thing, this is it:
The amount of money you can make is directly proportional to the amount of value you provide to the people in your marketplace. People aren’t just going to give you some cash out of the blue ya know ;)
You need to provide something of value to them, build up some good will and all.
This doesn’t mean only give away some free stuff and never sell though.
I want you to sell stuff, because that’s how you make monee and I want you to succeed!
What I don’t want you to do is lose any respect and authority you might have with you. All while sounding like a horse’s ass…
Give your list awesome “Sellue”
And that, by means of my own (weird) wordcraftery means this:
Always give value, give away some cool stuff for your followers. Things like blog posts, videos, podcasts and other cool content that can help your audience reach their goals.
Doing this builds trust, given that you’re genuinely there to help people (and I’ll assume you are) because you’re solving people’s problems.
So always lead with value!
You might be asking: “But, what about selling shit?”. And I’ll go into that as well.
Here’s what I do (as well as some of the most successful marketers):
Sell by Teaching!
I give away some free training (like my free blogging course)and near the end I offer people some more cool stuff, at a price.
You can do the same.
For example: If you have a blog, you can write a blog post and teach them some cool stuff. Then at the blog post you link to an affiliate product (or your own) and basically sell that way.
Or you create a free training series (look to the right of this page, nudge nudge), where you teach people whatever you want them to teach. And then you sell your shit at the end of your funnel.
Every major product launch uses this.
You don’t have to reinvent the wheel here. It’s all been done before you, so just figure out how people have done it and do that!
If you want to build your brand and business online, I’ve got a free training course prepared for you.
You can get it here for free.
To your success,