There’s a reason people say “there’s a goldmine in your email list.”
My specialty is helping coaches, consultants and holistic practitioners create information products and signature programs. However, I always keep in mind that a great email list helps you sell more.
No matter how brilliant a product I help them design, they cannot profit from the work I do if they don’t have anyone to sell it to. For this reason, your email list can be a goldmine.
List Building Mistakes that Keep You from Selling Information Products
I say can be, because it depends on how you build it and how you use it. Service-based solopreneurs new to online selling go wrong in both areas.
First, they mistakenly outweigh quantity over quality. They add any and everyone to their email list, no matter if they are an interested prospect or not. If they have a great opt-in offer, they attract lots of freebie grabbers.
Or if they attend lots of networking events, they add every business card they collect. The result is a large but unresponsive list.
Following, the second mistake they make is treating their list like a private ATM where they make more withdrawals than deposits. They only send emails when they have either have something to sell or they want their audience to attend an event.
Their lack of understanding of the sales process leads them to misuse the golden opportunity their email list provides. Sending offer after offer without taking the time to build credibility and trust, makes them less likable.
Even interested prospects will unsubscribe if they feel like they are constantly being sold to.
What’s More Important Than the Size of Your Email List
If you are planning on creating information products and selling them to generate passive income, you need an email list to help you sell more. In short, you need a responsive and engaging email list.
You need a list of people who are willing and able to pay for the solutions your information products provide.
It doesn’t have to be a big list: I’d rather have a responsive and engaged email list mail that helps you sell more of 50 people than a list of 5000 that ignores my messages or never clicks the links in my email messages.
Still not convinced your email list helps you sell more? Why it should be a top priority?
Here are five reasons to understand why your email list helps you sell more information products and more of your services, too:
1- People that opt-in to your list have expressed an interest in what you offer.
If your opt-in offer is part of a well-designed sales funnel, just the fact that people are subscribing to get that offer to lets you know that people are interested.
2 – You can send targeted messages to your interested prospects.
Having your own email list is more valuable than Facebook likes and Twitter follows because of targeted messages. You have very little control over when someone reads your posts and tweets or what they see.
When people opt-in to your list, you can send them messages as often or as little as you like. Yes, there is still a chance they may not read your message, but the likelihood of them seeing your email message is higher than them seeing your posts or tweets.
3- Having direct access to your subscriber’s inbox gives you the opportunity to create an ongoing virtual dialogue.
This means that your email messages continue the conversation that begins when someone visits your site or meets you at a live event.
Every message you send has the potential to increase your know, like, and trust factor. And when the subscribers on your list, know, like and trust you, they buy from you and refer you to other people.
4 – The more they “see” you, the more they think about how you can help them.
If your email messages are full of high-value content that helps them solve a problem and positions you as a credible source or solution it becomes easier for them to see the value of investing in your products and services. Again, your email list helps you sell more.
The key here is to find the right frequency that will keep your offerings top of mind. The longer the gap between your messages, the longer it may take for them to keep you in mind.
The guideline here is that familiarity breeds trust and ignites responsiveness. You want to avoid being out of sight and out of mind.
5 – If your audience knows you, likes the way you work and what you offer, and trusts that you can help them get results – you will get more yeses to your invitations.
Whether it’s an invitation to invest in a product, an invitation to a free consultation, or even an invitation for them to connect with you online, the key to getting more yeses is to build a stronger relationship with your subscribers.
The mantra here is people first, profit second. They want to know that you care about them and have a true interest in helping them more than you want to make money off of them.
No matter how brilliant an information product you create, it will only be profitable if you can sell it… and your ability to sell depends more on the quality of your list than the quantity. If you want to sell your information products, make building your email list a top priority.
Want to build an email list that helps you sell more? Click here