You network, speak, write, collect business cards… Eventually, you end up with a list of people you can enter into your database – great!
You decide to send out an announcement about your new program or product, but the results are simply dissappointing — no sign-ups.
What’s wrong?
Is it your product? Is it your announcement? Is it you?
The answer is in the match (or mis-match) between your mailing list and your message. To make sure your list is responsive to your announcement, they need to share common problems and goals. They need to belong to the same group of people, target audience — a niche.
Unfortunately, most of these people have only one thing in common–they know you. No wonder no one “jumps” on the opportunity to buy.
So what do you do with a list you built from dozens of different sources?
You survey!
Find out what they have in common, what their biggest problem is, and what do they most want to know. Then offer it to them in a form of a coaching program or product. (Be sure to give them a way to leave your list, people who need to be on your list will stay.)
Next time you send something out to your mailing list of 500 people, and don’t get a single sale, think about what attracted these people to you in the first place. Your business card? Your new program? Or just a free cup of coffee?
The only way to get great results from an announcement to your database is to announce something the majority of them care about. Since a mailing list is not a niche, your goal is to survey and filter it.
I explain what a coaching niche really means here.
You know for sure your mailing list is a niche when all people came to you through the same method – by requesting a special report from your web site, by hearing you speak at a specific seminar, by purchasing a specific product from you…Keep these lists separately, segment everyone on your list! When the time comes to e-mail your product announcement, you’ll be able to choose which sub-list will be most interested in it. And the results will show!
Niche Resources for Coaches
One of the frequently-asked questions I receive from coaches all over the world is “how do I discover my niche?” If that’s your question, I’ve put together a brand new program to help you answer that question. It’s a part of my brand new Phase One “Building” program for coaches.
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{ 2 comments… read them below or add one }
This is a great article because it not only highlights a common problem with a mailing list made up of different sources but you also offer valuable information. Too many articles talk about a problem but only hint at a solution.
All the best,
Merlyn
http://www.smartbusinessowners.com/blog
Another solution would be to build a simple landing page for different situations. Most coaches that speak have a signature speech on a particular topic. A corresponding landing page could be built for that topic. The lead capture for that landing page would send the leads to it’s own list within the coach’s database account (aweber, icontact, etc). If the coach does a teleseminar on a different topic within a their niche, but not the same as the signature speech – create another landing page that is specific to the teleclass.
With the unique landing page approach the coach is able to pre-qualify the names that go into your database as they come on board.
It is still important to survey – even with a segmented list. A coach’s best product development will come from prospect & client feedback through tools such as surveys.