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When asked why he robbed banks, Willie Sutton famously replied, ‘That’s where the money is.”
Direct marketers have been saying it for years. “The money is in the list.” For a while, many on the internet (including me, I’m embarrassed to say) got caught up in RSS feeds and subscriber numbers. Wrong.
The money is in the list
Turns out that your email list is more profitable than your RSS feed. If people are willing to let you into their mailbox, they trust you more than those who check your RSS feed.
It’s not just email
The list can be the people who see your Facebook or LinkedIn ads, or the networks and pages that display your Google ads. The medium is different than paper mail (and it’s a lot faster), but the principles are the same.
Talk to the right people
You can run on all day about your pig chow, but if the ads are only seen by people who live in large cities, your sales will be dismal. Same with trying to convince a web developer to buy heavy duty shipping supplies and packaging. Wrong audience.
Know your tribe
Who are your fish? What kind of people need what you offer? What drives them nuts? Are you solving a problem they have? Or is your product a solution without a problem? Market to those people (and only those people). Farmers whose pigs have poor appetites (is there such a thing?).
Choose wisely
If you run an ad, rent a list, post on Facebook, or use Google – choose wisely. The cheapest option isn’t the best option. The best option is the one with people who most closely fit your tribe.
Just don’t rob any banks. They don’t like it.
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