“The money is in the list.”

“Your most valuable asset is your list.”

“If you want to succeed, you must build a list.”

Of course, these platitudes are often followed by

“and my latest whiz-bang gimmick will build you list fast, with no effort on your part – become a wealthy person overnight for only $17…”

Let’s bust few myths today, shall we?

Let’s start with the big one: The money is in the list…

The truth is, the money comes from your personal relationship with each individual who consents to be on your list. You are getting consent before adding people to your list, right?

Many marketers see broadcasting to their list as somehow similar to being on stage in an arena full of people, blasting their message to the crowd like a 20 minute drum solo.

From the other side, the list member’s side, it’s more like sitting down and reading the mail. Ad, ad, ad, bill, ad, letter from Cousin Tillie, ad, newsletter from that guy… Your list members don’t think about the other list members. For them it’s one on one.

They say people sort their mail over their trash can. Well, they scan their inboxes with one finger on the delete key, too.

Next up: You have to build a list.

This one is only half true. If you are selling anything, at minimum you should have two lists. One for prospects and one for buyers.

Your prospects should get messages that move them toward the buyers list. Things like case studies, special offers, testimonials, benefit highlights. And always a call to action to become a buyer.

Your buyers you treat differently. You thank them. You provide valuable information so they get more out of their purchase. You suggest items that might help them get more out of their purchase. If you have a sales funnel, you want to move them to the next step.

If you sell information, maybe it’s an advanced version of your course or a video set or something. If you sell an air conditioner checkup, maybe the next step is an annual contract for multiple checkups, spring and fall. Whatever. You want to convert first time buyers into repeat buyers.

One more for today: You have to build a BIG list.

You don’t need a big list. You need a responsive list.

If you use direct mail, and you want a huge list, free, here’s one for you. Pick up the White Pages for your closest metro area. You now have a list of several hundred thousand residents of that area, complete with name, address and phone number.

Hit the entire list with your offer. The results will likely be microscopic.

Compare that to your buyers list. These are people who have already parted with actual cash once already. Hit them with an offer they see value in, and your response could be huge.

If you sell multiple products, start segmenting your lists by interest. Send your offers to only the segments most likely to be interested, and your response rate goes up again.

Summing up…

The money is NOT in the list. It’s in the level of relationship you can build with each and every person on each and every list. You should be building multiple lists and treating each of them in the most appropriate way.

Questions? Comments?

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The first post on a new blog should probably be like that, too. So here goes…

1. What you’ll find here

Full transparency, here. There will be a private, members-only section coming, and it will not be free. You see, I have this thing about indoor plumbing and regular meals…

So what’s going on the public blog?

As we start out together, I’m going to have to wing it for awhile.

I’m going to start by writing about things I see people concerned about on forums, other blogs, etc. I’ll do some reviews, along with pointers to the good stuff other people post online.

One thing I will promise you – I won’t hide all the good stuff in the members area. I’ll share some of it with anyone who stops by.

I expect things to evolve as we get to know each other and you start telling me what you want me to cover.

2. Who I am

My name is John McCabe. My educational background is in agricutural engineering, and I spent my engineering career working for a small manufacturer. Over the years since I could first legally hold a job, I’ve worked in restaurants, chemical factories, day labor as well as sales jobs in insurance, real estate and retail sales. I’ve worked for large corporations and small (literally) Mom and Pop shops.

I’ve been working online, for myself and others, since 1996.

When it comes to business, I’m a generalist. I know a lot about a few things and a little about a lot of things. I believe in creating systems and processes, then measuring and continuously improving them.

3. Comments welcome

Your comments are quite welcome, even if you don’t agree with me. I learn a lot more from the folks that don’t agree with me and don’t mind explaining why. I’m all for good discussion.

The one rule I do insist on is this — “RESPECT THIS HOUSE”

So what does that mean?

There are three main reasons you might see a comment deleted…

Offensive, derogatory or off-topic posts

This one is pretty easy.

If you post anything that is offensive or personally aimed at me or any other poster you will get deleted. Make it a habit, and you will be banned.

By the way, link dropping and other purely promotional posts or comments fall under this rule.

Unsubstantiated or unfair claims

I think the best way to explain this one is with an example.

“I tried using this product, and wasn’t able to get any results.” Fair claim.

“This product is a ripoff and a scam and the creator is a crook.” Unsubstantiated claim that will be deleted.

As with the first rule, make it a habit and you will be banned.

Issues better handled privately or one-on-one

Comments are a great way for you to share your knowledge, add your perspective, or ask for more information regarding the topics discussed in the post. Comments, however, are not well suited to dealing with individual customer support questions or complaints.

Regarding other commentors, posters, product creators, etc., I subscribe to the way Allen Says of the Warrior Forum handles things…

“If you have a problem with another Warrior, a Guru, or God, take it up with them directly. Not here. No exceptions.”

These rules are subject to evolution.

Since this is my blog, I am the final judge of whether a comment adds value or not. If it adds value, it stays. If not, it will be deleted.

4. Linking

Like any website, this one will have links leading to other websites and pages. Some links to products or services may pay me a referral fee if you buy something after following a link from this site. We have overhead just like anyone else, and those referral fees help. On the other hand, a couple of dollars in referrals is not worth risking my integrity or reputation.

5. Reviews

From time to time, I will post reviews of various products or services. The reviews will fall into a few different types…

First will be items I personally bought and paid for, where I can relate my own direct experience.

Next will be reviews based on research – sorting and sifting other people’s opinions and presenting my take on the results.

Finally, there may be reviews of products furnished to me free of charge. You will still get my honest appraisal of the product or service. Be sure to note that, product producers and service providers.

I will make you this promise: although the reviews I post may come via different sources, you will never be confused about those sources. I will spell out explicitly whether I bought the item or not, and whether the review is based on personal experience or research. Fair enough?

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