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I was talking with someone who had a good list – decent sized, with a range of customers, ex-customers and to-be-customers.
Ideally, the person is talking to nearly-customers and helping educate and encourage them towards a purchase. Or impressing current customers with a range of additional things to turn them into fans. And staying in touch with cooler, longer-term prospects, gradually fostering their interest.
But if you just have a list – be it a few hundred or thousands deep – how do you do that?
You break it into pieces. (No, not literally.) Let me explain…
Everything you know about everyone in your list should be saved and searchable. You should be able to send offers about products that you know people are interested in – because you know they clicked on an info page on your website. Or because you know they bought a complementary one. Or they listened to your podcast about the problem that this product solves.
Why do we care about this?
When you’re marketing to a contact, you want to offer them something that interests them. It needs to be relevant to them – if it’s not, they won’t be interested. Send too many messages that they think of as irrelevant, and prospects switch off. Key words – “…that they think of as irrelevant…”.
Let’s say that again:It doesn’t matter what you think. It matters what they think.
So, how do you avoid that? You keep track of what they’re interested in, and target your message. It doesn’t have to mean a different product. It can just be a different conversation about your product.
Imagine you’re selling children’s sports class – say swimming lessons. They way you tempt the child (“it’s fun!”) will be totally different to the way you sell it to the parent (“don’t risk your child drowning!”). Same product, but totally different messages, tailored to the audience.
If you sent the child the message about “don’t risk your child drowning”, they not very likely to nag their parents to let them join this class. Likewise, although the parents want the child to have fun, protecting her from the risk of drowning is a much stronger motivator.
In Infusionsoft, we call this marking of our contacts segmenting your list, and we do this through the use of tags. In the next post in this series, I’ll talk more about how you plan those tags. Or contact us if you want a quick chat.
P.S. Follow-up! In another post, I’ll tell you a story about not 1, but 4 tradespeople who left the same $10k on the table …