By John Fancher
One of Dan Kennedy’s golden rules of marketing is “The money is in the list”. The money is not in innovation. It’s not in products. It’s not in services.
The money is in the relationship you have with your list. No list = no money.
So, every internet marketer worth his salt knows the importance of building an email list of prospects, followers and buyers.
But then what? Well, most of us treat everybody on the list the same. We send the same messages out to the whole list as if everyone on the list had the same degree of interest and responsiveness to our offering.
Big Mistake.
Because the 80/20 Principle tells us that 20% of your list will be responsible for 80% of your revenue. And (if the list is big enough and your offers are appropriately priced), 0.8% of your list will be responsible for 51% of your revenue! Less than 1% of your list will give you HALF of your revenue!
So, if you’re talking to everyone on your list in the same way, that’s a big mistake.
Why Speaking to the “Average” is Marketing Suicide
First, a big chunk of your list will never buy anything. If you send them frequent, direct messages, they’ll get turned off and click “spam”.
Second, if you don’t communicate frequently and directly enough with your hyper-responsive 20%, 4% and 0.8%, you won’t maximize the revenue you could be pulling from them.
So, what’s the profitable middle ground?
Put Your Readers Through “The Maze” to Maximize Revenue
Build auto-responder sequences that automatically identify your more responsive readers. Once those readers have been identified, you send them more frequent, more direct, more intimate messages…while leaving the non-responsive ones alone.
The result? The readers on your list who like you, relate to you and want to buy from you get more from you. The glassy-eyed, bored, tire kickers don’t.
What else happens? By speaking more directly and frequently and intimately with your best prospects, you are able to create higher-ticket offers (products, services, coaching programs, etc.) that pull more revenue from your list.
A Peak Inside a Perry Marshall Maze
Perry offers an email series called “9 Lies of Sales & Marketing”. That series sends out 9 messages in 9 days. Then it tapers off to maybe one message every 2 weeks, then once a month and so on.
But within that series, Perry describes how writing white papers and free reports can help you generate leads. So, shortly after the 9 messages are completed, Perry offers them another email series on “How to Write a White Paper”.
Readers who click the link for the white paper series are then sent several daily messages on that topic. And that series offers “gateways” into other series. If they don’t click on those gateways, the frequency of the messages decreases.
What’s happening here? Readers are deciding whether they want to hear more from Perry or not. Those that decide they want more are getting more frequent, more direct and more intimate communication from Perry.
But something far more crucial is occurring.
Perry is learning who his best buyers are….and they are telling him what they want him to sell!
When Perry first offered the white paper course he wasn’t sure how many people on the list would respond to it. What if only a handful of people had responded? Well, he would have sent them a few email messages and that would be that.
But instead, many people opted in for that white paper series. So, Perry knew “I need to create a white paper product.” So he did – Two in fact. That’s revenue that he never would have known about had he not constructed a maze that allowed him to identify his hyper-responsive readers, segment them into separate lists and speak to them in an entirely different way that he speaks to everyone else on his list.
Cheap market research. Found money.
But John, Isn’t This Complex to Set Up and Execute?
With email programs like Infusionsoft it couldn’t be simpler. All it requires is placing a link within the email message. When they click the link they are automatically added to the other sequence. No landing page required. It’s a one step process!
So, when constructing your email sequences, be sure to include “gateways” or calls-to action that allow your readers to raise their hand and say “I’m different! I want more of you!”
There is no higher-leverage activity you can engage in as an entrepreneur.
John Fancher lives in the Chicago area and works as a copywriter, songwriter, band leader and Perry Marshall’s right hand man for their Autoresponder Bootcamp program. John has sold everything from insurance and copy machines door-to-door and is the author of “99 Questions to Jumpstart Your AR Brain” which you can download for free, here.
Perry Marshall and John Fancher guarantee to increase your conversions by 30% in 90 days using the power of an Autoresponder Maze. You can contact John directly at john@logosmarketing.net.
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Do you have any video of that? I’d want to find out more details.