A couple of days ago I was watching a video from Omar Martin inside the Buzzinar member’s area, and he was talking about list segmentation. Despite having my aweber account for 10 years it’s not something I’ve ever been that bothered about, until now.
I don’t want to copy Omar, so I’ll give you my own example.
Imagine you own a shop and you notice one of your regular customers standing at the till waiting to buy at the checkout. You would walk up to that person and say “How would you like to pay today Jimmy?”. On looking at the product you notice that the brand has just launched the next model higher and tell Jimmy that for an extra X dollars he would get a better product and save Y dollars.
Jimmy then replies with “Thanks, I hadn’t noticed that deal, and it’s exactly what I’m looking for”, and the transaction ends with both parties happy.
Above is an example of a “buyer’s list” where you have an established relationship based on trust. That’s why Frank Kern can put out an email saying “Buy My Shit” and generate six figures in an afternoon whilst enjoying the sunshine in San Diego.
Next into the shop is Julie, she’s new to town. If you just went up to her and said “Cash or Card for your purchase today?” the chances of Julie buying something are slim. What’s worse is that she will tell her friends on social media about the terrible experience she had today with a pushy shop owner who tried to sell here stuff she didn’t want.
Understand the type of people who join your list and approach them at the appropriate level. When someone lands on your page the message should be “Welcome to my widget shop, how can I help you today?” or “Can I tempt you with a free sample of cake today?”
This is why you send cold traffic to a squeeze / landing page rather than your main salesletter, as you want to warm the customer to both the product and you the seller.
Remember that pages which tell people who you are and what you will be selling work much much better than blind sales copy which is the same as the pushy “Cash or Card” tactic above that will make Julie close her browser and report your website as spam.
Once we have welcomed the likes of Julie into the shop it’s time to strike up a conversation and see if what you’re selling is something they’re looking for today, or they’re just browsing?
Browsing is fine, as now you’ve introduced yourself it’s over to the autoresponder to turn Julie into a repeat visitor to your shop, or even better a customer.
Here’s 3 different outcomes of what will happen as Julie get’s your messages.
#1 She decides she doesn’t actually need what you’re selling, but knows that if she ever did need widget X she can come back at any time.
#2 She decides to buy the occasional small item from you.
#3 She can’t get enough of your product and buys every new line you get into the shop.
Now setting all this up is going to take time and effort, but if your serious about email marketing then you will find the time to do this. If you just take the easy option and keep on just promoting affiliate links to anyone and everyone then it won’t be long before you go out of business.
Look forward to reading your comments and seeing you share this story with your friends via social media.