Your Challenge

Your challenge will be to put the right bait in front of the right people to attract them to opt-in to your list. People will only say yes if they think that they are going to get something of value as a result. Firstly you will have to find out where the people are that are likely to be interested in your product or service. Secondly work out what it is that would draw them to you. Thirdly go fishing with your tasty bait. Creating an opt-in list that is full of the right people will require a well thought-out and carefully planned strategy.

How To Create Your List

• Give people a compelling reason to say ‘I want more’.
• Create a free report, offer a free sample, a free newsletter, a free heath check, a free consultation connected with your service that is exactly what people need.

• Develop a title for your newsletter or free report that promises a benefit and suggests important learning. You can then use this along with your message asking interested people to respond. The title should sell the value and motivate action. Here are two examples of the lead generation messages I use for Marketingco.

• You will need to put these lead generation messages in places where your ‘hungry crowd’ are most likely to be. Find out all the places your target customer goes, takes part in and reads.
• Make a list of the best places to post your message. This could be professional association newsletters and magazines, networking groups’ websites, business club forums, chat rooms, online discussion groups, newspapers and specialist magazines, Google adverts, classified advertising in targeted complimentary business e-zines.
• Some business clubs or groups will allow members to make special member offers. This is a good opportunity to promote your free offer.
• You can offer a free tip to an e-zine that targets your market in return for promoting your free newsletter or report.
• You can offer free ideas and advice to anyone asking questions about your area of expertise on online discussion forums.
• You can promote your free newsletter and your free reports on your website.

Creating Your Own List – Special Response Checklist

• What could you offer as bait to attract your own hungry crowd to become part of your list?
• What do you know that your hungry crowd are interested in?
• How could you get some feedback and find out?
• What could you call your free newsletter, report or offer that would sell it to your target customer?
• Where could you promote it?
• How many people would you like to get onto your list?

How To Use This Information

Building a list is the best way to ensure a solid foundation from which to grow your business. Once you have a list you will have created a very warm market for what you do. So it is worth studying this information and considering exactly how you can implement these strategies to build your biggest and best list.

82 Creating A Communication Calendar

What Is A Communication Calendar?

A communication calendar is your plan for all the individual marketing touches you intend to make over the course of any 12-month period. It is a complete schedule of events and activities. A communication calendar is your record of all the different ways which you are going to stay in touch with your customers. It could be through email marketing, e-zine, newsletter, information updates, telecommunication, website promotions, Christmas or other special day cards, invitations to social events, free talks, direct mail promotions and more.

Why Is This Important?

Keeping in touch with your customers is about keeping your customers in the loop. It is about reminding them that you care about their interests and needs. Having a calendar that plots each keep-in-touch activity will make planning easier. You can analyse the flow of touches from the customers’ point of view and ask yourself important questions like

• Is it enough?
• Is it too much?
• Are the activities the right ones, in the right order?