There is a common saying in business: the money is in the list. But this is a fallacy. The money is not in the list; it’s in your relationship with your list. How you relate and engage with the people that get onto your list can make or break your marketing and conversion rates. People that are on your list have indicated that they have an interest in your site and in listening to you. Take advantage of that! Don’t waste that opportunity!

I want to talk to you about your approach to these campaigns and, in essence, your relationship with your list. Remember that you’re doing information-based marketing, which means that you are providing information to people that they’re looking for and want to know as part of their efforts to solve a problem that they have. Once your information converts them, you need to sell them on your solution. You should bear the following in mind in every email that you write and send to that list member.

You should come from a place of giving and relate to people without selling yourself. Your content should not focus on the short-term sale but play a long game with the lead and establishing a relationship.  You need to add value and show that you care. In fact, your relationship should be so long term that it does not stop with the sale.

Your messages should speak directly to the person. Don’t treat them like a transaction; treat them like people. Maybe they don’t have the money to pay you today, but they might later. Not all of your emails should try to sell them something but should rather aim to inform an engage. If you push too hard, you will get pushed back.