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All excited, you blast away another promotion following week. But this time you only receive a single sale. Uh oh! What's going on? So in a panic you only wait 3 or 4 days and try to re- promote. But, over next few days, not only do you see no sales, over half of your subscribers cancel their subscription.
*Question: What happened?
Your subscribers don't know you. In all likely hood sales you made were nothing more than pure luck. Within your list you will undoubtedly have a few people who are really serious, perhaps a bit frivolous with their money, and will buy immediately. But you have absolutely no relationship with your subscribers. They simply looked at your second promotion and said "I don't know who this is, but they keep sending me emails", and cancelled.
What has happened here is marketing analogue of biochemical "quick fix" you get when eating a candy bar to curve your hunger. It works great initially, but you crash hard shortly after.
*Solution?* Take your time building your list!
One thing that I cannot stress enough is time between sign up and first contact. When you buy lists, although sellers usually advertise only a few days old, you get addresses of people who don't even remember what they initially signed up for. I don't know about you but if I receive emails from people that I don't remember, it gets canned immediately. Being that over 150 million people are on internet today, and are constantly hit with advertisement after advertisement, can you really be surprised that after a few days they really can't remember what they signed up for. The information age has catapulted us from one extreme to next: information no load to information overload. So, you absolutely must make contact immediately after sign up.
There is another very important reason for quick follow up after sign up - building credentials. People will be much more likely to stick with you if they think "hey, I signed up and immediately received a response. This person cares." And you should care. If your serious about developing an online business you should care about your contacts and you should supply them with valuable information. To succeed first take time to promote and build a quality list. Profits will come in due time.
Dan J. Fry is an independent researcher and owner of e-Kinetic.com, a site devoted to providing resources for small budget home businesses. He has a PhD in Physics, two daughters and two cats. Subscribe to his free E-Zine on home business resources at mailto:e-kinetic@GetResponse.com or by visiting his site at http://www.e-kinetic.com . He can be reached at mailto:email@example.com . The article autoresponder address is mailto:firstname.lastname@example.org .