Should I Start List Building? Definitely Yes! Part 1


Should I Start List Building? Definitely Yes! Part 1

You likely keep hearing about “list building.” What the heck is it and when and why might you need it? Let’s dive in!

Grow your email listOver the decades a lot of good ideas and inventions have gotten lost in the dustbins of business history. If you spend much time in digital marketing facebook groups you will find scores of people certain they have a crackerjack of a concept only to hear later they have given up.

No sales.


There a lot of reasons, of course, but one of the main ones is a failing as old as business itself. NO prospects=NO customers= NO sales.

“Build it and they will come” is generally credited to a 1989 movie called “Field of Dreams.” In business circles, it usually refers to a product under consideration. It is generally pretty iffy advice.

Very few products make it to market successfully simply because someone thinks it up, then creates and waits. Products and services need to be promoted and sold.

This is why advertising exists. The motor that runs so many things in our society is one that tries to convince an audience to take an action.

What sort of business has advertising at it’s heart?

  • Radio stations
  • Television
  • Newspapers
  • Magazines
  • Google
  • Facebook

These are the advertising vehicles. They are the ones who know the importance and power of advertising.

People who USE advertising to promote their product or service….well, I don’t have to tell you about them. They are a huge part of your life (unless you are living in Trappist monastery :).

People who need or want your great idea will seldom just stumble across it.

Why should your new business idea be any different?

One problem for a new business is that advertising is expensive. And hard to do correctly. And ineffective if you do it wrong.

Online marketers like you and me have a great opportunity to address some of these issues.

We call it List Building. It should be one of the very first things you focus on doing and once you start, you should never stop. And I mean never!

In this short series, I am going to tell you WHAT list building is, WHY you need to start doing it (and keep doing it, and HOW to get going without spending any money.


When you gather emails from a segment of people who are interested in your topic it is called list building. You are very likely on many, many email lists. A few good ones and probably many bad ones. They are bad if you do not open them and read them.

We will discuss how to make sure your list is one of the good ones, (the list that is made up people who actually open and read the emails).

You want to turn your list into a raving audience that is convinced of your expertise and is willing to take your advice, (a warm audience). They know, like and trust you and therefore it is the ultimate in targeted marketing.

A warm audience is full of potential customers.

The way you build an email list is to have something of value for which people are willing to exchange their email. Tit for tat, as they say.

In marketing, this is called a magnet. Some examples of magnets are:

  • Checklists
  • White Papers
  • Guides
  • Helpful Hints
  • Free courses
  • Webinars

My friend Amy Porterfield calls these things “freebies” but that is a bit of a misnomer. If a person wants the “freebie” they must pay for it with their email address.

Because the magnet is related to the products you will want to promote in the future (and it should be) then you will create an email list of like-minded people who will be a much more receptive audience to your future promotion.

Make sense?

In Part 2 of this series we are going to talk about what to do once you have that email (in exchange for your magnet) and how to make your new email list be one of the “good ones.”  



What Makes People Buy?

 “What makes people buy” is a complicated question. Getting people to hand over money is tough! 

Obviously, it depends on the product, the circumstances, and the individual. Ever heard of “know, like and trust?”

For purveyors of online courses, digital products and various services sold online, one of the most important factors in a buying decision is how the buyer perceives the seller.

You will want to have your prospects KNOW who you are, you will want them to LIKE you and most importantly you will want them to TRUST you. We call this KLT or Know, Like and Trust. It should be the goal of your online marketing to nurture this idea amongst the people who you are going to sell your product to.

Let’s say you are selling an online coaching program of some kind for $297.00. That’s a lot of money. Most people aren’t going to fork over that amount of money to some stranger who simply has a fancy website full of promises.

Prospects are much more likely to buy that course if they have been following the coach on a podcast or blog for some amount of time (know), have gotten a “feel” for their personality and found yourself admiring them or interested in them, (like), and finally have read enough comments on their blog from customers or read “testimonials” of people who have gone through their coaching, (trust).

Of course, you can sell to a “cold” audience but it is a heck of a lot harder than selling to an audience of people who know-like-trust you. When you have KLT on your side price becomes much less of an issue. People are willing to pay for value.

Here’s an Example

Apple is one of my favorite companies. There was a time when I was a cold audience for their products (a LONG time ago lol). I was a long time user of other lines of digital hardware. Then I decided I wanted one of those little doodads that I could store music on.  I wanted to listen to it while I was running. One of my kids  (whom I trusted) suggested I try an Apple iPod. I did and I loved the whole experience of doing business with Apple.

  • So I bought the first iPhone (and many, many more after that).
  • And the first Mac Air (and many, many more after that).
  • The first iPad? Yep. Stood in line! (and at least three more after that).
  • Since I am sort of a “center of influence” about these sort of products, I have persuaded a lot of people in my life to buy their products. Apple has stood behind everything I ever had “an issue” with. I know them, I like them and I trust them.
  • When they come out with something new I am all ears.

Customers with my “Apple attitude” should be your goal. Prospective customers like that should also be your goal.

That’s one of the ways you can sell without being “Salesy.”

TAKEAWAY: Offering a quality product or service to a warm audience, one who know-like-trust you, will dramatically enhance your sales results!