It always amazes me when companies boast about how much they spend on PPC advertising on Google or run social media campaigns to attract people but never bother to do anything to harness the power of their mailing list.
Imagine a cup full of holes. To fill it, you’d need a never-ending steady stream of water as there is zero retention. Yet that is how some people run their advertising campaigns. Always relying on a steady stream of new custom.
Whatever they get from those promotions is a fraction of what it could have been, had they decided to encourage people to pop down their email address so they can be contacted in the future.
Before I go on, I’d like to add that many business owners waste much more money than they make by making pivotal mistakes when conducting PPC advertising.
Future blogs will give you a step by step, no nonsense guide on exactly how to easily make money in this way.
Feel free to sign up to our mailing list if you’d like to be kept up to date on future publications and FREE advice.
Anyway, on with the blog…
Do you see what I did there?
I invited you to sign up to a mailing list.
This gives us direct communication with you. It’s like you joining an exclusive club, comprised of ONLY the people who would be interested in what it is we have to talk about and who would benefit from our help.
If a potential client has signed up to your mailing list based on what your company does, then that person WANTS to hear from you. Renowned marketing guru Jeff Walker refers to the mailing list as your ‘Licence to print money.’
So, how do you encourage people to sign up to your mailing list?
In previous blogs we spoke of the emotive relationship between two companies (B2B) or between a company and a customer (B2C) as being akin to the relationship between two people.
We are friends with people for much the same reasons as we would want to do business with them:
- Easy to communicate with
- Shared visions and aspirations
I’m sure you could extend that list to encompass personality traits and preferred actions that are important to you. Everyone’s requirements are different.
Now, imagine you’re at work. You see an attractive colleague standing by the water cooler. They seem to visit the cooler around the same time every day. You identify them as someone you would want to connect with.
Perhaps they have some of the traits listed above.
Now picture yourself walking over and saying the following:
“Hi there, I’m (Insert your name). I noticed you by the water cooler. I have to say I think you are very attractive. I don’t know if you are in a relationship or not but I think we should get married right now. Any objection to naming our first child Perceval? I can provide references from previous relationships, of course… Decide quickly. This is a one-time offer.”
I think you’d be very lucky if they didn’t knock the cooler over in a mad rush to jump out of the window.
Yet this is precisely how many businesses decide to try and get those names on the mailing list or go for that big sale.
Before reading on, try and come up with five elements that you feel were wrong with the above approach (Assuming that’s not your standard chat up line, of course).
Here’s our top five observations for the ‘pushy salesperson’ above.
- There was no attempt to try and get to know the person (One-way dialogue).
- They seemed very ingenuine.
- There was too much pressure to commit.
- They asked for too much far too quickly.
- No consideration for what the colleague by the water cooler actually wants.
I’m sure you have received pressure sales calls, or been stopped on the street by someone (Obviously working on commission) who wants you to change your utilities supplier. Or you have, at the very least, seen ads with the:
Click here for this amazing, once in a lifetime offer. Never to be repeated. You’ve come along at the right time… honestly!
What is your reaction when you encounter such a person or piece of sales literature?
If it’s anything like the majority of people we encounter then you will either flat out refuse or ignore them completely.
Now, consider the above incident again. Only this time you are giving advice to a friend who wants to approach the attractive stranger at the water cooler. Think about what you would notice if it were you being approached.
Just for a bit of fun, we’ve written our ‘Getting to Know You’ scenario in script form and based it outside in the street.
See how your solution compares to ours:
Man: Hi there.
Woman: (Looks him up and down and thinks man looks nice) Hello.
Man: (Looks at the comic book store that she’s standing outside and notices she’s looking at a rare Superman comic) You into your comic books?
Woman: Yea, geeky I know.
Man: You kidding? I think it’s great. Who’s your favourite?
Woman: Superman of course.
Man: Totally agree. So much better than Batman.
Woman: (Laughs) It’s my addiction. Well, that and coffee.
Man: (Smiles) There’s a great coffee place across the road there. Do you fancy one?
Woman: Yea okay.
Man: I’m Paul by the way. Pleased to meet you.
Woman: Dawn. Pleased meet you too.
In the above example the man starts off with a simple ‘Hello.’ He looks the part and the woman is willing to potentially continue with the conversation.
He then establishes a rapport and quickly discovers common interests, developing an element of trust and synergy.
The woman then mentions coffee perhaps as a hint which the man takes and moves her to the coffee shop to continue a long and fruitful relationship.
The fact that this was moved to the coffee shop is essential here and can be compared to moving someone from a PPC or social media promotion to a mailing list, where you can really get to know one another.
If your solution remained in the workplace and over the water cooler you could have perhaps arrived slightly earlier at the water cooler the next day and have a FREE GIFT of a cup of water ready for him or her (I’m an old romantic, I know).
The idea of giving something away for free is something that has been talked about in previous blogs, however in relation to this – It is an excellent, tried and tested way of transferring a willing participant on to your mailing list.
If you are perceived as:
- An expert in your field.
- Having something that fills a need or desire for your potential clients.
Then the person you are talking to will WANT to hear more from you. It links in with your brand perception and positioning (Featured in later blogs).
What type of FREE gift can you offer?
That very much depends upon what you have and your area of expertise.
Sometimes an established brand will offer significant discounts for you to sample their product. Fast food establishments and restaurants are well known for this.
At the time of writing, a quick Google search shows Papa Johns, Dominoes and Subway offering significant discounts in exchange for an email address.
It is common for supermarkets to offer a ‘Buy one Get one Free.’
My local restaurant, in exchange for an email address, offers a completely free meal on your birthday every year. It’s my birthday in June and I’m getting hungry already.
Sometimes a company, particularly in its infancy does not have products that they can afford to let go for free.
If you are such an organisation then you have something else of value:
Offering REGULAR quality advice to those who need it, simultaneously positions you both as an expert in your field and as someone who genuinely wants to help.
Once they are aware of your brand, people are more likely to communicate with you because you seem to have their best interests at heart and are not just chasing the almighty pound.
One of current clients were (At one stage) unwilling to give something away for free, because they looked upon it as making an immediate loss.
If you share this mindset, I’d like to share with you the advice that they took:
Consider how much you would be charged to promote your product or service, or to hire a marketing company to do the same.
As you can imagine, we are up to date on commercial advertising. Companies regularly pay well into the thousands PER WEEK to reach and entice their desired audience.
If you were told you could eliminate the bulk of that cost, simply by giving something away for free, what would that be worth to you?
The company I mentioned earlier took our advice and now have a thriving community of customers and supporters who help and support them as well as continuing to make regular purchases.