Most people have no clue as to who the specific person they should be targeting is.
If they do, they have no clue as to how to get in front of them.
If they end up getting in front of them, they don’t know what to say to get them interested in what they have to say, to give them their email and to eventually buy one time and then buy over and over and over again.
First class direct access communication is all about having first gathered a list of your perfect prospects with a rented list or with a joint venture arrangement or advertising and then talking to them in a way that they respect and revere.
You’re doing this to convert your prospects in customers and clients and then you continue to communicate to them in ways that they respect and revere so that they buy more, and buy more, more often.
And do not discount the value of entertainment blended in with your marketing activities. You can entertain in your content but you can also host events for your customers that are half-brainstorming and learning and half-entertaining.
Tony Robbins has mastered this with his Platinum group that gathers in different places all over the world to talk about ways to enhance your ability to access your peak performance and they tie in doing fun stuff on the trip as a group like going to Carnivale in Rio or skiing in Aspen or floating down the canals in Venice, Italy.
One thing you’ve got to always be conscious of when marketing is thinking in terms of cost instead of thinking in terms of yield.
An example of where most people screw themselves when marketing online is only wanting to email because it’s cheaper to do that than it is to send a direct mail piece.
But they never consider the possibility of testing the direct mail and getting a tremendous R.O.I. on that action compared with only sending emails.
Return On Investment is the name of the game in business. Not, “What’s the cheapest thing I can do to put a sales message out there”.