Just about any online marketing guru will tell you that building a mailing list is critical function of achieving success and profits online:
“No matter what you do, what you make, or how smart you are, the most valuable thing you own is your list of customers.”
Perry Marshall Google AdWords Guru
Looking for new prospects? Who isn’t! You probably have hundreds you’re not paying attention to… your present customers.
Jeffrey Gitomer Sales Guru
But how do you convince people to give you their email address so that you can promote your products to them at some future date?
First, you must entice them to give you their email address. This can be done by offering something of value in exchange.
Some ideas:
- An informational eBook - Example: a ‘how to guide’ for setting up Google Analytics
- A white paper – Example: A report that analyzes a current technology that captures the interest of your target audience.
- A special report- do your own original research and prepare an exclusive report – Example: MarketingSherpa’s Annual Email Marketer Survey – Real-life Marketer Data
- Money making/saving information – Example: 10 Ways to Cut Costs on your Google AdWords Campaign
- Case Studies of people and businesses that a have achieved the success that your target audience is trying to achieve- Example: Detailed personal stories of 3 people who have lost more than 100 pounds and exactly how they did it.
- A Video – Example: A Raleigh real estate buyer’s agency offers a free video on what to look for in a home inspection.
What kind of information can you provide that your customers will gladly trade their email address for?
In my next blog post, I”ll talk about the second part of the equation keeping people on your mailing list after they’ve received the initial reward.
May 03 2007 | Marketing | No Comments »
In my last post, I ranted a tad about how young people are at a disadvantage in the workplace. As I hinted, I entered the world of internet business as a young person (age 16) and was excited by how it leveled the playing field for me.
There are actually at least two ways that the internet helps level the playing field for young people:
The first way the internet levels the playing field for young people is the anonymity it gives you. You don’t have to reveal your age. Most of the people you deal with will never know how old you are. If you can create a better website with more compelling sales copy and market it better than another person, you’ll do better than they will. Because of the anonymity of the internet, customers rarely make decisions based on their preconceived notions of you. Customers on the internet do make decisions based on your image, but you are in control of your image create a quality website, sell quality products, and make sure your customers are happy, and you’ll create a good image.
The second way the internet levels the playing field for young people is that it puts you in your zone (perceived or real). While people’s perception of young people may hamper you elsewhere, on the internet it can help. Most people have a perception that young people are computer geniuses, which means that they will respect and trust you when it comes to things in the cyberworld more than they might in the real world.
I strongly believe that the internet offers an excellent opportunity for young people who are willing to learn, work hard, and want to succeed.
May 03 2007 | Marketing | 1 Comment »
Discrimination is a huge issue these days. Discussions, accusations, defenses, and laws about discrimination are in the news everyday.
But I’m going to address a type of discrimination that’s not talked about very often: discrimination against young people. Yes, you read that correctly: discrimination against young people
It’s been said that the current generation has been raised with a silver spoon in its mouth, and there is some truth in that. But when I say discrimination, I’m not talking about nasty stuff like not being allowed to use the front door of a restaurant, or not being allowed to go to college. I’m talking about workplace discrimination.
Workplace discrimination against young people generally takes two forms:
Legal Discrimination
The law in fact requires employers to discriminate against young people certain dangerous jobs, certain shifts, and certain tasks are not available to young people under the age of 18. I remember being frustrated by this when I had a job at 17. I was a responsible young adult willing to work hard and safely. In fact, I was one of the best workers in the store, and much safer than some employees twice my age. But I was discriminated against because I was a minor.
Of course, I realize that there are valid reasons for these discriminatory rules: irresponsible people, law suits, etc. But while the rules may be necessary, they are still frustrating.
Subtle Discrimination
The second type of discrimination is more subtle. This type happens when people (customers, employers, etc.) don’t take you seriously because of your age. Or to put it another way, people assume that one young person is like another. Employers who have a staff comprised of lazy high school students who spend half of their time on the clock flirting just assume that all young people are the same. A customer you’re trying to sell a product to may assume that you are no different than his nephew, who spends his life playing video games (in other words, the customer doesn’t consider you a professional, knowledgeable salesperson).
Conclusion
The problem comes when a hard working, honest, responsible young person wants to succeed they are not offered quite the same opportunities that people over 18 are. What’s the solution? In my next post, I’ll explain how cyber-business leveled the playing field for me and helped me to succeed.
May 03 2007 | Marketing | 1 Comment »
