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How to Get Clients by Building your Email List, Part One

Fri, 11/09/2012 - 4:26pm | by suekasson

What are the two things that we hear the most about building your practice online? Content is king and the money is in the list!

So just how do you go about building a list? The 4 steps are:   

  1. Targeting an audience.
  2. Getting targeted traffic.
  3. A targeted offer.
  4. Targeted follow-up.

Today we are going to talk about targeting an audience. Why is targeting an audience for your service important? Number one, if you don’t target your audience correctly, even if you have really good content, they're not going to be interested.

The question you need to ask yourself, when it comes to targeting an audience is, “Who are they?” Are they middle-aged women with college age kids that are looking for info on how to spend their free time? Are they real estate sales people with five years in the business who are just now trying to figure out how to use email to follow up with their prospects?

Next thing you need to ask is, “What do they want?” For instance, most real estate agents want more listings and more buyers. Okay, what do more listings and more buyers mean? It means you don’t have to work as hard to make your money. Well, what does that mean? That means you’ll be able to make money and spend time with your family instead of working seven days a week. Now you're getting down to what they really, really want.

“What are your people looking for?” Again, it’s easy to do this stuff on the surface. “Well, I’m looking for more money, I’m looking for this.” But what they're really looking for is freedom, or they're looking for security, or they're looking for peace of mind. If you can understand what their ultimate objective is, then you’ve got a much better chance of actually communicating with them, of entering the dialogue that’s going on in their mind. Because what’s going on in the mind of a life coach is different from what’s going on in the mind of, say, a realtor or an insurance sales person.

Here’s something I don’t think a lot of people look at. “What are your people already spending money on?” Do not try to reinvent the wheel. But you can put a different spin on it.

Let’s take the target audience of independent sales people. Sales people want one of a few things:

·         They want something to help make their prospecting activities easier.

·         They want some training to make their sales skills more effective.

·         They want information or products that will help them close the sale and follow-up more easily.

So, they're already spending money on these items. So, if somebody’s already spending money on prospecting systems, it’s pretty easy to sell them another prospecting system that promises to get them prospects they would not have gotten otherwise.

The other thing that you really need to get a handle on when you're targeting an audience is, “What is their number one fear?” And fear is a more powerful motivator than desire. It’s been said that someone would work much harder to keep someone from stealing $25,000 from them than they would to actually make the $25,000. If you understand your audience and you understand what their number one fear is, you have found the number one motivator that’s going to get them to take action.

You also want to know, “What is their number one desire?” Then you want to know, “What words do they use to express what they want?” Again, this is going to help you in a lot of different ways, as far as understanding how to communicate with your people, for your sales copy, in your article creation, in potential search engine optimization, in headlines, in bullets, in advertising.

Then, what you need to know when it comes to building a list is, “Who else are they already paying attention to?” Because these are your potential affiliates, or these are the people who have left all the breadcrumbs for you to follow.

Now, what do I mean by breadcrumbs? One of the best things that you can do is, if there’s somebody out there who’s already got the ear of the people that you want to do business with or that you want to attract, one form of breadcrumbs is simply selling their product as an affiliate.

So, this is the homework you want to do when you're targeting an audience.

Your list is your most important asset. Build it, protect it, and grow it – and your business will flourish beyond your wildest expectations! Tune in to the second part of our series, how to get targeted traffic to build your list.

To learn more sales and marketing strategies, Sue has just written a book, “Zero Stress Selling: 5 No-Fail Strategies to Get More Clients and Fill Your Practice and you can buy it at Amazon today. You can also download a free Special Report with more tips and techniques to fill your practice at Zero Stress Selling.

If you would like to find out more about Sue Kasson, Zero Stress Selling and this virtual tour, visit

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