Hopefully I have been preching to the choir in all my many articles urging marketers and site owners to use their websites as “lead-generation machines,” to gather email addresses and build your lists of prospective and existing clients. I hope as well you have been doing just that for a long enough time that you get a little irritated with me when I harp on the subject again and again.

But have you been subdividing your list into specialized lists that allow you to target your market more and more precisely?

For example, have you subdivided you prospects from those who have actually bought from you at least one time in the past?

Also, have you subdivided your prospects based on what types of products or services they are most likely to buy from you in the future?

Other ways to subdivide your list is to distinguish geographic areas, b2b prospects vs. consumers, industry fields, income levels, business sizes, and on and on. Some of these distintions will make sense to your business and others will not, but always be on the lookout for ways you can present highly specialized offerings to your customers and prospects.

A very easy way to do this is to continually offer new opt in opportunities to the people who are on your list. To do that, you must create new enticements that will appeal only to certain subscribers on your list. In other words, let your subscribers self select themselves and tell you what sub categories they are on based upon what interests them.

If your list consists of small businesses and large corporations (but you have something to offer both), create free information reports or CDs that will appeal only to the executives of large organizations on your list. At the same time, create another product that will appeal to the small business executive.

You then create additional autoresponder campaigns for both groups (I am personally very happy with Traffic Wave, which allows me to create an unlimited number of campaigns with an unlimited number of letters, for a monthly price of $17.95).

These multiple lists then enable you to make offers that are attractive to the small company executive that would just elicit a yawn from the large company executive (and visa versa). Moreover, the more precisely you target your customers, the more effective your sales messages will inevitably be.

COPYRIGHT © 2008, Charles Brown


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