The LIST, we’ve all heard “It’s all in the list” and it is true. Most are on too many lists that always seem to push the latest newest coolest way to do it. The offers all differ in the BONUSES added from the affiliates arsenal. That’s just the way it’s done. The bigger the list the more conversions, a sales numbers game – the modern version of direct marketing, an envelope offer received in the mail.

  • Teaser subject line >>> Written message on the envelope.
  • Squeeze Page >>> Sales Letter
  • Bonuses and the Call to Action are the same

The problem in my opinion is that there is no relationship between you (target /buyer) and the seller (originator/marketer). It’s the same difference as going to a Mom & Pop store vs a Big Chain store. The Mom & Pop store owners will usually associate your name with your face (if you visit somewhat frequently). The same can’t be said for the Big Chain store, unless you actually know the person. To a Big Chain store the customer is just a number – period. Some stores hire greeters who say “Welcome to …” but even when they may have seen your face hundreds of times, they still don not know your name. Same is true for the cashiers and customer service people.

It All Comes Down To Relationship

Take a close look at the very competitive restaurant market. For the waitress/waiter to be successful (nice tip) they have to build a great relationship within a few seconds. We as the customer decide very quickly how much we like/dislike the waitress/waiter, which is going to decide the % of tip.

Were they cheerful and smiling?

Did they engage us in quick enjoyable conversation?

Where they friendly?

Do we like them?

These are just a few of the factors that determine where the experience falls on a scale of  0 to 10. Closer to 10 = a return visit. Why? Because we all like to go back to where we had an enjoyable experience. If you become a regular they all start to know you by name. It’s a great feeling when you can sit down and without asking your drinks are brought to your table. It makes you feel important. This is a perk of the relationship and it did not happen over night or from just one visit, it had to be developed over time.

Relationship Marketing has to be developed over time. Not everyone will buy everything nor buy right away, maybe never. But, they could refer others through word of mouth. Never underestimate the power of the relationship.