Info Marketing - Build Trust or Just Build the List?

If you read the blog posts and sales letters from some of the big gurus in Information

Marketing then you have no doubt seen the often repeated cry that the money is in the list. But as people become more sophisticated is this now to be replaced with the following? The money is in the relationship that you build with your list.My view is that a big list should not be the primary aim of information marketers. The focus should be on a list with which you have a great relationship with, who trust you and will then buy from you seems to my way of thinking, a better aim.So, the numbers don't matter as much. What we should, instead, be concentrating on is keeping an eye on the profit that we get per subscriber. That said, however, we simply have to avoid falling into the trap that many information marketers do, the one where they only see the people on their autoresponder list as nothing more than prospects to be sold to.From what I can see there appears to be two camps out there, each with its own business model.Blueprint Model 1Here the principle is to make as many folk as you can sign up to your autoresponder list as it is possible to do. Next you email them often, perhaps even on a daily basis, with your promotions. You understand fully that this model of operating will mean many of the list getting fed up and that they will unsubscribe very quickly, or just stop reading your emails when they get delivered. You've not built any long term relationship with the list which means that you will need to keep replacing subscribers that drop out with new ones.Blueprint Model 2The focus here is on inviting people to sign up to your list where you provide them with some value that they appreciate. This is aimed at building up some trust and then, when this is established, you make a few related offers to them.So what are the differences to your business?In the first example the aim is for a speedy short term gain. The high drop off rate from the list means that you are constantly needing to add people to make up for those who depart.With model two you realise that from the beginning you will have lower short term profits. In the long term, however, you should have far greater profits from a loyal subscriber base. As more stay with you and perhaps also recommend you to others, means that your list building activities, although still a necessary part of your business, should not have to be so frantic.You still need to crunch your numbers, however. Pay attention to: New subscribers to your list; the opening rate of your messages; the clicks they make from links in your email messages; unsubscribe rates and the profit generated per subscriber.So, in a nutshell, this is the two different ways to build a list and making money from them using an autoresponder email series.

Info Marketing - Build Trust or Just Build the List?

By: Nick Thorne

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