Take Care of Your List!
By Len Thurmond   ©2004 All Rights Reserved

More accurately, this article should be named...

"Take Care of Your People". One of the biggest mistakes I see Internet entrepreneurs making is in treating their lists like money generating addresses, instead of like people. Your list is your most precious possession, and yet all but a handful, fail to take the necessary steps to use it properly, and keep it safe. Lets go back 50 years or so... Grandma Ruth owned the corner store and everyone in the neighborhood bought what they needed from her. No one even dreamed of opening another store in her area, because they knew they didn't have a chance. Why? Because everyone loved Grandma Ruth. They trusted her and knew that if she sold it, it was good, and they never had to worry about getting ripped off. In fact, the idea of getting ripped off wasn't even an issue. They trusted Grandma, and knew she had their best interests at heart. But, even more than that, Grandma Ruth was their friend! When our Moms went to shop, they'd sometimes spend hours, just sitting and talking to Grandma, while the kids played on the floor around them. Grandma would give us cookies and candy to keep us happy, while she and Mom discussed events of life, and Grandma gave her sage advice on the subject at hand. Now, Mom didn't always agree with Grandma, but she respected her opinion and listened carefully, grateful that the old woman cared enough to share it with her. Grandma carefully trained her children to run the store as she had, after she was gone. To put their customers first, above all else. To continually give of themselves... To Be A Friend. And generation after generation continued to purchase what they needed from Grandma Ruth's corner store. She never looked at her customer base as a list. These "People" were her extended family. She loved them, and treated them like the Gold that they were, for she was also smart enough to realize that they were the ones that put the food on "Her " table. Over 90% of all Internet entrepreneurs fail! They read all the books and build huge lists, and yet, they still manage not to make any real money. Why? Because they treat their list like an ATM machine, instead of like a list of "Friends". A list of REAL PEOPLE! Now, here we are 50 years later, and the world around us is not the same as those 'good ole days'. The 'color' of our world has completely changed. Just as a Chameleon changes when walking out of the green grass and onto the white sands. And yet... it's still the same Chameleon! Too many budding entrepreneurs tend to forget that, and in trying to emulate the 'new' color, in the end, most give up in frustration and quit, literally moments before they would have found the success they so vigorously sought. We have to remember, that the world has changed colors many times in it's history, but human nature NEVER changes! Those who care about us will ALWAYS be endeared. And, those that give of themselves more than they ask, will ALWAYS receive their just reward. This is not a concept...It's A Fact Of Life! While it IS possible to make 'money' through other means...
Empires Are Built On Trust! I receive hundreds of emails everyday, from marketers trying to sell me something, and in most cases, I don't even know how I got on their lists. But, I'm willing to give anyone a chance to prove their worth. Unfortunately, most of these "Marketers" (and I use the term loosely), just continue to send me one ad right after another, day after day, without even attempting to gain my trust or respect. Those "Marketers" quickly find themselves in my "Blocked" file. Which is really unfortunate for them, because now, even if they get their act together, I will probably never know about it. You only have one chance to make a first impression...
Don't Blow It! The Internet IS a "Brave New World". But, don't ever forget... It still adheres to the basic laws of human nature. It gives you the unprecedented power to reach Millions, with the press of a button. And using that incredible power can make you millions of friends that trust and respect you, or millions of enemies who will never listen to you again. The Choice is clearly yours! If you take the time to give of yourself and earn the respect of the people on your list, they'll be far more likely to become your customers, and even more importantly, they'll be far more likely to STAY your customers. And, the plain and simple truth is...
That's Where The Real Money Is!

• ***Take the time to let them get to know you first.
• ***"GIVE" them some of what they're searching for.
• ***Every now and then, send them a "friendly" note with a Valuable "GIFT" from you, and they'll look forward to your emails. If you're selling Marketing tools and Information, "GIVE" them some of the marketing ebooks and articles, they need to succeed.
• ***ALWAYS send far more "Friendly" emails, than requests to get into their wallets.
• ***"GIVE" freely of your advice when it's asked for, and always try to answer your emails, especially from the People on your list.

Once they learn to trust you and know you care, they'll know you would NEVER make them an offer that wasn't in their best interest, and they WILL check it out. But, you have to "Walk the Walk" as well. ***NEVER SEND OUT ANYTHING JUST TO MAKE A BUCK! You absolutely must believe in your heart, that what you are asking them to buy, would help them find whatever they are looking for. Whether you're running a "Brick and Mortar" business, or marketing on the Internet, the principles are, and always have been the same. Take a page out of Grandma Ruth's book. She knew The "SECRET" of Success! If you take care of your people, they'll take care of you! You're only as strong as the strength of your customer base.

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LEN THURMOND is the Editor of "The Affiliate Review" http://www.TheAffiliateReview.com And Author of Several Critically Acclaimed Ebooks. Check out his Newest Release "The Best of The Best" http://BestOf.TheAffiliateReview.com Quite Possibly The Most Comprehensive Marketing Manual In Existence!

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