Did you get this?
September 19, 2007
I hate email…
In the past month alone it’s cost me and my clients (some of you) a whole lot of money in the form of lost revenue.
Why?
Because people simply aren’t gettin’ the message… literally. The email isn’t getting delivered.
And if you use email as a step in your marketing program (or God forbid, email IS your marketing program) then hopefully this letter will make you do some thinking. (If it even gets delivered to you.)
Here’s my question:
What Happens to YOUR Business
If Email Disappears?
I don’t mean that you won’t be able to SEND email. I just mean that most of your leads and clients will never read it.
Which is pretty much the same thing when it comes to your bank account.
The solution is actually simple, but not easy.
In fact, people like Jay Abraham have been talking about it for years. Unfortunately, people spend a lot of money on this type advice–advice they never put to use.
It’s his Greek Parthenon theory.
The bottom line is that, like the pillars in the Parthenon, you’ve got to have multiple income streams running into your business.
Otherwise, your business will be built on a shaky foundation.
Now when most people think about income streams, they think about PRODUCTS or SERVICES. What they SELL or DO to earn money.
But you can’t forget the HOW. How you earn that money.
So That Makes EMAIL an Income Stream
Now if you’re operating with a list of 40,000 people or more, maybe you don’t notice the problem. After all, you can make a million bucks a year with a list of only 2,000 or so… if you know what you’re doing.
But for the folks with a huge list… the only reason you don’t notice that you’re leaving money on the table is because you’re not keeping track of the numbers.
Because email is becoming a real problem for marketers. How many emails do YOU delete in a day without even reading them?
And every sales message that doesn’t get delivered is potential money on the table.
As I work with some of the bigger marketers out there, I’m quickly realizing something very important…
Everyone’s Pretty Much
in the Same Boat.
And the boat’s in danger of sinking.
The solution is to branch out. Develop the direct mail campaign… get the PR machine going… learn about NEW media.
Sure, something like direct mail is more expensive.
But price isn’t really the key here. It’s how much you get BACK for your money that’s important.
And if your business doesn’t have the margins to market with anything but email, then you’ve got a bigger problem than just marketing.
When I first started in this business, I wrote copy. And while that was valuable to my clients, I quickly realized that copy is just a small piece of the puzzle.
The offer is far more important.
And the list is even more important than that.
And once that’s taken care of, then the prime directive is to get the marketing messages DELIVERED… into the hands of your prospects and customers. That takes a system.
And the only way I could ensure that I provided a huge amount of value was to take responsibility for all the parts of a business’s marketing program.
To become the source for the system that brings in leads, sales and repeat sales.
So far, it’s paying off very well… for both me and my clients.
So what new income streams can you develop quickly? There are many to choose from.
The future of your business depends on how you answer that question…
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