List Building – Developing the Relationship
Over and over again would-be internet marketers are told that the power is in the list. Concentrate on list building, and profits will certainly follow. However, list building is only part of the solution – having enticed potential customers on to your list, the most important step is to develop and maintain the relationship.
One of the benefits of traditional marketing, such as the telephone conversation or the contact in the store, is that it is possible to quickly build up a trusting relationship. Customers have a physical person to refer to, and by eye contact, or by the tone of the voice, or even by subjective body language cues, they will know in a very short period of time whether or not this is someone they want to do business with.
With Internet Marketing, and in particular communication via autoresponders, there is only the medium of the written word. Without the other cues we need to work harder to develop relationships. I use emails all day in my work place and I know only too well how easy it is to be misinterpreted in emails and for problems to escalate.
You only have one opportunity to develop the relationship with your list, so choose your words carefully and wisely. Avoid treating your list members as nothing more than a sale. Your members have expressed interest in your area of ??interest by becoming part of your list. Put yourself in their position – what was it about your blog, or article, that initially attracted them? What help and information are they looking for?
They have 'opted-in' to your list, so have given you permission to send them information. You need to ensure that this is good quality information, and relevant to what they are seeking. Consider why you are trying to build a list. If you are an internet marketer then your primary reason is to make sales. However, this must not come across as the purpose for your emails. To your customer, the sales pitch must a bowl 'add-on'. You're really saying "By the way, if you like the information I'm giving, then you might also be interested in this product that I've developed."
It's a no-pressure approach that will produce results. By building a trusting and positive relationship you will make sales because people buy from people they know and like. How often do you return to shops where you've previously had good service? Or sometimes you go to places recommended by friends? I do, all of the time. This is the key to satisfied customers and a guaranteed way to build a successful and enduring list.
Copyright (c) 2010 Graham Bray