Build a list, build a list, build a list. You’ve heard it over and over, here as well as any internet marketing blog or forum, I’m sure. But, can you actually be losing sales because you are too aggressive? I don’t know, let’s discuss that now.

I just ran into a situation which brought this to my mind so I wanted to put something out on the table for you to think about. This post is in no way meant to say there is a right or wrong way to collect email addresses, this is just my opinion based on what I just ran into.

It’s not the first time I’ve ran into this, happens nearly every day but today I had a little bit of time so decided to bring it to you here.

Ok, here’s what happened.

I want to do a phone interview and record it. I would be putting together a package which would include the taped interview as well as a transcript of the call in ebook form.

To do this, I need a service which offers a way to do this and then gives me access to the recording in mp3 format. So, I do what everyone does when looking to make this type of purchase, I search Google.

Google returns some results and I end up on a web forum where this exact type of service is being discussed, in the thread there are numerous recommendations. I click the first link which is described in the form as a very professional service.

I land on the website and the layout is professional and looks nice. They have an area that inquires as to what state of the process you are in and leads me to believe that they have services that I will need to move through the various stages and grow with me in this arena which is new to me.

• Stage 4: I Already do Teleseminars
• Stage 3: I Have a List
• Stage 2: I Have a Product (No List)
• Stage 1: I Have a Dream (No Product)

Right below these stages, there is a “Learn More” button.

I’m definitely interested in learning more. This is something I’m ready to do. I’ve already lined up the interview with someone who is very successful at what they do and it’s really just a matter of finding the right service to use.

So… I click the “Learn More” button.

Instead of learning more about the product and services of this company, I get a pop up box which directs me to enter my name and email address into the form on the page to learn more.

I’m sorry, but I’m not that committed to you yet. There are other services and right now I’m at a stage you forgot to mention on your page…

Stage 0: Comparing services and pricing

So, I exited the page and moved on to the next recommended service. This person was so concerned with getting my email address that he lost my business. If I had compared 10 services and had to give my beloved email address to all 10 just to learn about the features and benefits of each one, I would be getting hammered with unwanted emails in no time.

So, now that I’ve described why he lost my business, let’s look at how he could have enticed me to give him, (or her), my email address.

One of the oldest cliches in sales is “What’s in it for me?”.

In this case, there was absolutely nothing in it for me.

They could have asked for my email address when clicking the “Learn more” button (although prematurely at this point, I believe) and then allowed me the option to continue to the features page when I refused.  If they had warmed me up a bit more, got me excited about the product and then offered a report of some kind regarding teleseminars such as how to package a professional end product or something else that help me fully utilize their service, I would have probably given my email address with a smile on my face.

Now, it really depends on what your goal is before deciding how aggressive to get when collecting email addresses.

In this case, they were selling a monthly service. One which I may have used for months or even years and they allowed me to take my business elsewhere because I didn’t want to give them my email address. What in the heck were they trying to sell through their list that I wasn’t already there ready to buy?

If you’re selling a product or service, allow your vistors the option of buying it. There will be plenty of time to get that email address and if you use the “what’s in it for me?” approach, you should have no problem getting them.

However, if your goal is strictly to build your list such as a squeeze page where no product or service is actually offered, then by all means, offer the free report or other enticer and get the email address.

Just be sure and be clear with what you are trying to accomplish when deciding how aggressive you wish to be with your list building and adjust it accordingly. More importantly, don’t forget Stage 0 and don’t be so quick to lose one sale over the hope of making two sales later!

Another old cliche to end with…

“A bird in the hand is worth two in the bush”.

Till next time,
Gail

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