Building Mailing Lists – 2 VERY different approaches
I just received an email from Lyris offering a guide with 10 rules for writing headlines.
Link here:
Stellar Subject Lines: 10 Rules That Get Results
Check out the info that they require from people to get access to it!
They must be joking!
Do “ordinary” people out there still give out so much stuff to get a free report?
Edit: half an hour later.
By contrast, here’s the latest blog post by Michael Fortin which has just arrived.
http://www.michelfortin.com/capture-captivate-attention/
I recommend that you read it.
There’s a huge difference in marketing styles demonstrated here.
Lyris want EVERYTHING from you before they give you something of unknown value.
Micheal wants NOTHING from you before he gives you very useful information. And I’ll bet that what he gives you will run rings around whatever is in the 10 rules from Lyris.
Of course, both are building lists. With a big difference.
The people on Michaels list are there because they WANT to be. He makes you WANT to sign up to his newsletter by the sheer quality of his content.
The people on the Lyris list are there because they HAVE to be.
How are you building YOUR lists?
cheers,
Eric G.
Thank you, Eric. I appreciate the endorsement.
I think that the value proposition is unbalanced in that they are asking for too much in exchange for too little. In this day and age, where privacy is a huge issue, we need to make sure that the value in what we offer in return for what we are requesting from people needs to be properly balanced.
To me, it’s like asking for a job in exchange for a resume, without having gone through the process of an interview. You can’t do that — at least, not as easily as you once did.
If they offered an actual product (not just some flimsy special report), or a newsletter subscription that’s actually worth money, or an entry into a contest with a prize substantial enough to justify that kind of information.
Now, you might be asking me, “How substantial?” The question I would ask you in return is, “How much is your personal information worth? Or better yet, how much is your privacy worth?”
Something to think about.
Thank you for this discussion.
Thank you for taking the time to comment here Michel.
And it’s with a feeling of horror that I’ve noticed for the first time that your first name is Michel, and not Michael.
My apologies.
Eric G.
thanks !! very helpful post!