Monogue or Dialogue….

Yeah, Monogue or Dialogue….

Is your communication one way (monologue) or 2 way (dialogue)?

Most communications that are sent out are in fact Monologue.  This is why email open rates are declining. It’s not only because we are inundated with emails from all angles, but those emails that we do get are just one way communications.

Now, there are some people that we get emails from that we open immediately. This is usually because there is some sort of dialogue going one. This is another reason why Social Media is such a huge success. Social media allows for 2 way communication, that anyone can comment on anything else that’s being said by anyone.

Alex Mandossian doing video and creating Dialogue

Another form of media that’s very popular today is video. This, is also another tool that allows us to create dialogue.

Alex Mandossian put this to great effect recently in London in front of an audience of 700 people. With his Flip camera he used the opportunity to give some content to his people, which he put on his Facebook Fan page at Facebook.com/BeProductive and which he then pulled into his blog at AlexMandossian.com. This, in turn created a dialogue with his audience.

(Yeah I am in the video, but you need to be super quick to see me!)

In my own experience, those list owners and marketers who communicate with their lists regularly are the ones who make the most money from their lists and have the best relationship with them.

Yeah, people hate to get too much email. But if the email is from someone they’re looking forward to getting an email from, then that’s a different story.

If you’re emailing your list regularly with valuable content, asking them their opinion, finding out about them and what they’re thinking, they appreciate that. It also gives you the opportunity find out what they’re looking for. You could be missing something huge in your product suite that the market is looking for. This is your opportunity for you to give it to them – and be rewarded handsomely for it.

Use all the different forms of media – Facebook, Twitter, blogs, video, etc – and talk to people. What you’ll find is that you have more and more interest in your list, your list will have more and more interest in you, and it will grow accordingly (and so will your bank account!!!).

People today are becoming more and more savvy.  They’re not persuaded by the “Hard Sell” and they don’t buy when they’re forced.  People hate to be sold to, but love to buy – mostly on their terms.

Marketers today try to wow each other with the size of their lists and look to get status by the number of people they’ve managed to put into a database.  As marketing develops even further, we are now seeing that it’s the quality of the list that’s the most valuable commodity, not the number of people on it.

I’ve experienced this working for clients.

One big name Guru who was in the movie “The Secret” had, at the time, a list of approx 100,000 people. We we impressed by the size of the database at the time and since we were marketing a product for the Guru to his own list, we thought we were onto a winner.

But this was definitely not the case!

The product we were marketing to the list was a very inexpensive product that was affordable to almost everyone. It was a very unique product that they never experienced before. So with this 2 elements combined we felt sure that would could do well.

Even if we had a 1% conversion to that list, we felt we were going to get 1000 customers, which was quite nice to get.

But when we marketed the product to the list, it just didn’t happen….

The offer was great and the sales letter was quite compelling…  What we didn’t count on was the fact that the responsiveness of the list was amazingly poor.

We go just over 10% of our 1000 people. When talking to the Guru’s list manager, he said that this was the number that he thought we’d get! I couldn’t believe my ears…  They were names and emails, nothing else!

In stark contrast to that, a client with a list of just under 2,500 people. They had never been marketed to properly before. So when we began to send regular emails to them, they couldn’t believe the contact they were having with him.

They responded very positively to what we were sending out and when we went into Pre Launch for his first major product to them, they just couldn’t get enough of it.  Using the Product Launch Formula tactics to find out what they wanted in the product, we were able to give them exactlywhat they were looking for, using their own words.

One person even commented “I don’t know how you got inside my head, but you have hit the nail so many times on the head. I want this product now!”.

This was not a list.  These were Raving Fans. That launch did 1023% more than the client actually anticipated doing. The launch was open for 7 days, closed 2 days before Christmas, earning him more in a week than he did in the previous 4 months!  A very nice Christmas present indeed for my client.

Responsiveness of the people you market to is key in your success.  Giving an Irresitable Offer, with Invaluable Free Content creates a relationship with people that the will love you for.

Social Media allows people much more contact with Guru’s and Celebrities than it did a few years ago.  Raving Fans can be your biggest advocates and evangelists, but it takes only one angry customer to do untold damage to your business.

We have built relationships with lots of Raving Fans in numerous launches for clients.  Clients regularly get emails from people saying they can’t wait for the next product to come out, even when we don’t have a product to offer.

These are Raving Fans.  These are who you need for your business to be an amazing success.  And the thing is,  you don’t need that many of them.

So, go create relationships and build a following of Raving Fans. They’re not a list of names and email addresses.  They are people.  They are people with pains and problems and are looking to you for a solution. Give them that solution and they’ll happily pay you for life!

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David Walsh is a Product Launch Consultant specializing in generating 6 and 7 figure incomes in a week for clients in the Personal Development, Dating/Relationships and Business to Business niches.

If you would like to see if your business can generate 6-7 figures in a week, contact David now at david [at] theproductlaunchconsultancy.com.

If they were to walk up to you, would you recognize them?

When I talk to clients and ask them who their product is for, they usually start describing their potential clients with the words “Everyone who…” or “Anyone who…”.  It’s at this point that I stop them immediately and quickly correct them in the error of their ways.

Having “everyone” and “anyone” as your target market is costing businesses Billions of $’s each and every year.  The winners of this new millenium in business are those that specialize to specific demographic and identify with just them – and no one else!

A simple case in point is in the medical profession.  Who gets paid more, a standard doctor or a brain surgeon?  It’s easy to figure it out.

If you needed an operation on your brain, who would you be looking for?  Again, it would be the same person.  You wouldn’t want a normal doctor cutting into the most vital organ of your body.  You want someone who’s knowledge deals with the brain and nothing else.

It’s the same with your product.

If your product or service is trying to appeal to everyone, then you’re going to attract no one.  Attract a specific group of people and you’ll speak directly to them.  When you’re speaking to them, they sit up and listen.  They recognize you understand them and recognize that you feel for them.

Most importantly,  when they go looking for a solution to a pain that they have, they’ll recognize that you’re the “Specialist” who can give it to them.  This is where you can charge even more than most people out there – because you’re a specialist.

When you know the specific pains your market experiences, then you can create your product around that.  Then, all your marketing speaks to that specific problem as it’s speaking to a specific group of people.

I can’t emphasize enough to specialize.  Drill done to identify a specific person you’re talking to in your marketing.  Focus on them and speak to them one on one.

It goes without saying that there needs to be enough people with enough disposable income to pay for your product or service for you to make a profit.

Specialization is key to success with your business.  Other people on the fringe of that demographic will also buy, because they identify enough with that you’re saying.

Be a Specialist and watch your business ROCKET!

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David Walsh is a Product Launch Consultant specializing in generating 6 and 7 figure incomes in a week for clients in the Personal Development, Dating/Relationships and Business to Business niches.

If you would like to see if your business can generate 6-7 figures in a week, contact David at david [at] theproductlaunchconsultancy.com.