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List Building Answer Vault

C L I C K O N A Q UE STIO N TO JUM P TO TH E A N SW ER :

Psychology of List Building

“How can I tell the difference between what to give away for free vs. what to turn
into a product that I sell?”

“Which avatar should you use when creating your newsletter? Is there one specifical-
ly for your newsletter? Do you use the avatar associated with bringing in the highest
revenue? Or do you create a hybrid of your customer avatars to make one you use
for your newsletters?”

“Is it necessary to send out a newsletter in order to maintain a loyal list? I would be
interested in sending out inspiring quotes or something short but am really not in-
terested in writing copy for a bi-monthly newsletter!”

“My newsletter takes me way too long to write. My question is how do I downsize
the newsletter without my list feeling like they’re losing out? Should I go for a major
re-style and then re-launch?”

“I currently have a successful business, but I want to switch gears and do something
different. Should I build a separate list and ask my old list to sign-up if they’re interested?
Or should I just move over the old list to my new list and tell them I’m changing
directions with my business?”

“I’m going to create an opt in offer, but I already have people on my list that won’t
receive it because they’ve already opted in. Should I just send it to them?”

“How much is too much communication? I’ve been on people’s list and when they
launch a new program and I get completely inundated with stupid emails like “oh

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List Building Answer Vault

and I just remembered something that’s really important ....” or “one last thing.” It’s
too much so I delete myself off their list so I don’t have to get all those email from them.”

“How do I make sure that I’m unique in my communication as I go about building my

list? On one hand, I know there’s nothing new under the sun, but on the other hand,
I want to share my own unique voice with the world.”

23 Ways to Build Your List

“I have a local business and it’s location dependent. I don’t want to travel around the
world offering my service, so how should I go about list building?”

“I’m launching a product in a few months and have NO list. What is the fastest way to
get a good (however small it may be) list built prior to that time?”

“What are some effective ways I can convert my social media friends to my email list?”

“Can you give any tips on list building and opt ins for people with one-off type busi-
nesses and services? Examples would be wedding photographers, people in the
travel business, real estate agents, etc.? Does it really make sense to have a newslet-
ter if people are interested in a one time service and then they’re done?”

The Art of Wooing Big Shots

“I want to reach out to people in my industry that I really admire. Do I just write them
an email? Any special subject line I can use to grab their attention?”

“How can I reach out to celebrities in an authentic way? Is it different than wooing
other big shots?”

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“When it comes to wooing big shots, there are some people in my industry that are
a really big deal, but I don’t necessarily agree with what they teach. Should I wait to
meet people that I completely agree with?”

“I’m finding myself really nervous about wooing big shots and I’m feeling a lot of
resistance about contacting them. How can I get over that and start seeing myself
as an expert too?”

“How persistent is too persistent when relationship building with busy entrepre-
neurs? Is there a point when I should try to make contact again or will multiple
emails just get pushy and/or ‘groupie-ish’? Is there a point in which you should
simply ‘move on’ and try to work with others in your industry instead?”

“What’s the difference between the big shots you wanna woo and the competitors
or blogs that you wanna get featured on.”

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Psychology of List Building
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“How can I tell the difference between what to give away for free vs. what to turn into
a product that I sell?”

A: This question is often rooted in a fear that if we give away the really good stuff, we
won’t have anything left to sell. This deeper fear is that we’re going to run out of ideas.
That fear is unfounded.

When it comes to money, love and creativity -- remember this: there’s always more
where that came from.

That’s the first mindset shift that you’ll need to make.

Here’s an example. In the food world there are a ton of foodie bloggers out there. Many
of those people are also cookbook authors. You can go on their blogs and they’ll have
100 recipes on there and they’re all free!! Yet they also have a cookbook that thousands
of people buy -- often with overlap.

When it comes to your free stuff vs. your paid stuff, think about your free stuff as an
amazing appetizer.

It’s just a little taste. It’s something that you could offer someone that would give them
an experience of your business. But just like what we talked about in this module, you
don’t want it to be a “happy meal.” Even if it’s smaller, bite sized taste, make it extraordinary.

Finally, there is no formula here about what you should give away for free vs. what
should be paid. I want you to trust your own instincts and be willing to experiment and
adjust as you go.

You also have to realize that people often happily pay for things that are available for
free online.

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I’ve seen authors offer their ebook for free (for a limited time). That strategy can drive up
sales of the printed version -- given the content is great.

Bottom line, make it your objective to ensure that everything you create is as high qual-
ity as it can be. Offer people a taste of your products or services for free (and make sure
it is truly helpful and adds real value to their lives) and the right people will be happy to
pay you for the full experience.

“Which avatar should you use when creating your newsletter? Is there one specifically
for your newsletter? Do you use the avatar associated with bringing in the highest
revenue? Or do you create a hybrid of your customer avatars to make one you use for
your newsletters?”

A: Use the avatar that most closely matches who buys the majority of your products
and services. Don’t get too tripped up here. If you’ve actually done the exercise com-
pletely, you’ll know more about your ideal customers (even if you have more than one!)
than 90% of other business owners out there.

As you gain more experience and interact with more clients --- you’ll naturally build this
insight into your newsletter content.

For now, choose the avatar that most closely matches where the majority of your reve-
nue comes from. If you’re just starting out -- make an educated guess and refine as you
gain more customers and feedback.

“Is it necessary to send out a newsletter in order to maintain a loyal list? I would be
interested in sending out inspiring quotes or something short but am really not inter-
ested in writing copy for a bi-monthly newsletter!”

A: Do your friends or family mind if you just text them an inspiring quote every once and

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awhile... or do they want to hear actual sentences from you?

If you’re in business, you’ve got to communicate with people. You don’t have to write a
novella in your newsletter (nor should you!) but you do have to communicate like a nor-
mal human being on a consistent basis.

That includes full sentences as well as helpful and hopefully useful information specifi-
cally geared towards the people you are trying to help and serve through your business.

“My newsletter takes me way too long to write. My question is how do I downsize the
newsletter without my list feeling like they’re losing out? Should I go for a major re-
style and then re-launch?”

A: This is tough to answer since I don’t have your newsletter in front of me. Generally
speaking, keep your newsletter as tight and right as you can: translation? Concise, fast
and to the point.

If you know your ideal customer avatar, and have real conversations with folks in your
audience, you’ll be able to find out what they love to hear about and want most from you.

As a general rule of thumb: share one major concept, tip or idea per newsletter. Remember
that most people are busy beyond that and don’t have the time or patience to wade
through 10 different sections of your newsletter.

Finally, don’t shy away from feedback. Ask trusted and honest business friends, like fel-
low B-Schoolers, to offer you kind but constructive feedback.

“I currently have a successful business, but I want to switch gears and do something
different. Should I build a separate list and ask my old list to sign-up if they’re interested?
Or should I just move over the old list to my new list and tell them I’m changing directions

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with my business?”

A: You should build a separate list and invite them to sign-up if they’re interested.

“I’m going to create an opt in offer, but I already have people on my list that won’t
receive it because they’ve already opted in. Should I just send it to them?”

A: Yes, you should send it to people who have already opted in. You might even send it
to them a couple of weeks before you have it as a public opt in offer to make them feel
special.

“How much is too much communication? I’ve been on people’s list and when they
launch a new program and I get completely inundated with stupid emails like “oh and
I just remembered something that’s really important ....” or “one last thing.” It’s too
much so I delete myself off their list so I don’t have to get all those email from them.”

A: Once again, there’s no formula here. You’ve got to send the amount of emails that
you feel comfortable sending.

That’s one reason it’s important to create “sublists” of people interested in specific
products, programs or promotions. That way you can contact people more consistently
about an offer that they said they’re interested in.

For example, we email folks who have “raised their hand” about B-School more so than
our general list who subscribe to MarieTV-- because they told us they wanted that spe-
cific information about B-School!

You also have to remember, as you stated, your audience can unsubscribe at any point
-- so they are always in control.

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“How do I make sure that I’m unique in my communication as I go about building my

list? On one hand, I know there’s nothing new under the sun, but on the other hand, I
want to share my own unique voice with the world.”

A: Watch this episode of MarieTV.

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“I have a local business and it’s location dependent. I don’t want to travel around the
world offering my service, so how should I go about list building?”

A: Switch to thinking of it more as local list building vs. global list building.

The key thing here is to always use direct response marketing -- where you drive people
to a website to opt in in order to get get something valuable for free. Make sure you can
track and measure your marketing efforts.

Look at a map and make a decision as to how far you’re willing to travel. Is it 5, 10 or 20
miles from you location?

From there, you can look at the different places your ideal customer avatar goes within
that radius and start developing strategic partnerships with all of those places. You could
create printed materials (that drive to an opt-in), perhaps you can give a talk, or create
some kind of special offer for their customers.

Once you develop relationships with local establishments, businesses, or organizations

that reach your ideal customers -- find out if they maintain a newsletter list.

Create a specific offer you can provide to their list. Again, get creative with your market-
ing and focus on adding value for the business owner and their customers.

You could also consider doing a promotion with Groupon, just make sure you build in a
component that ensures you capture names and emails. (btw, I’ve never done Groupon
--- besides as a consumer, so do your research with business owners who have and find
out the pros and cons!)

Finally, if you’re willing to invest a bit of money, you can run ads -- even Facebook ads ---
that only target a certain demographic area.

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You’re using the same methods we’re talking about (focusing on opt in offers, conver-
sions, etc.) you’re just narrowing your focus to a particular geographical area.

“I’m launching a product in a few months and have NO list. What is the fastest way to
get a good (however small it may be) list built prior to that time?”

A: Derek Halpern and I did a great video about this here.

But truthfully, I don’t believe you can rush building a high quality, responsive list. Trust
takes time to build. Everything we shared in this Module is what it takes to build your list
organically and with heart.

Finally, one of the biggest mistakes entrepreneurs make is rushing and doing everything
last minute. That kind of chaos and last-minute stress is deadly for you, your business
and building up a solid network of partners and people to support you. If that’s you,
work on breaking that habit now.

“What are some effective ways I can convert my social media friends to my email list?”

A: One strategy you can use is to share past blog posts or video content on your social
media page that drives people back to your blog (where you have strategic opt ins).
On our Facebook page, we post old episodes of MarieTV that all drive people back to
MarieForleo.com where they can opt in.

If you’ve followed all the advice and strategies we laid out in Module 2, your website will
be optimized so that if a person likes what they see on social media, they’re gonna sign
up for your newsletter.

If you’re running a contest or promotion, rather than using social media as the place

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where all the action happens, you can use social media as a place to connect and let
people know to come back to your website for the real action. And of course, since your
website is set-up to convert like a mofo :) -- you’re all set!

“Can you give any tips on list building and opt ins for people with one-off type busi-
nesses and services? Examples would be wedding photographers, people in the travel
business, real estate agents, etc.? Does it really make sense to have a newsletter if
people are interested in a one time service and then they’re done?”

A: Business is all about long-term relationships. And rarely is any business truly one off.
People buy multiple houses, visit the same place on vacation, have multiple weddings
(sorry - but it’s true) and often repeat things. If they don’t, they recommend to friends
and family.

So you still want to get people onto your list, however the frequency that you email
them might be slightly less.

What I recommend for most businesses is to email your list a minimum of 2 times per
month. For people with one-off type of businesses, you can reduce that frequency to
once a month (but I wouldn’t do any less than that).

Here’s the thing to keep in mind. We all have relationships with other people. We go out
to dinner, have conversations with friends, meet people on social media, etc. If you’re
fresh in a person’s mind from sending them your newsletter, they’ll be more likely to
mention your name to another person if they know about your company. You’ll be top of
mind for them and they’re going to want to refer you.

How many times have you had a great experience with a service provider -- but you
can’t remember their name or their website? It happens a lot.

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That’s why you’ve gotta keep yourself top of mind for them with some form of regular
communication.

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“I want to reach out to people in my industry that I really admire. Do I just write them
an email? Any special subject line I can use to grab their attention?”

A: Make sure that you thoroughly research whomever you want to reach out to --- and
genuinely have something meaningful to share. You’ll likely find interviews or articles
online that you can mention in your email, “I read this article here when you said this X. I
found it fascinating and here’s how it made an impact in my life.”

That shows that you’re not gonna ask silly questions that they’ve already talked about
extensively in other interviews. You prove you’ve done your homework and you’re some-
one who “gets it.”

Regarding a subject line, I want you to come up with that yourself. The reason why is
because there are thousands of students in this course and if everyone writes the same
subject line -- it loses its effectiveness.

More importantly, my goal is to train you to think creatively, for yourself.

What subject line(s) would get YOU to open an email?

If you wanna go really deep, do an ideal customer avatar on the person you want to
reach -- you’ll get tons of ideas from there.

“How can I reach out to celebrities in an authentic way? Is it different than wooing
other big shots?”

A: It’s not that different than wooing anyone else. Don’t hold anyone up on a pedestal
and at the same time, be cognizant of what celebrities experience in terms of demands
on their time and requests from people they don’t know. Everyone “wants” something
from them.

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How can you be different? How can you add value to their life?

Can you understand and be mindful that many celebrities have extraordinarily demand-
ing schedules and have to be mindful of who they associate with -- otherwise they could
find themselves in a shitstorm of bad press?

Also, remember that people are much more likely to help someone who is actually doing
the work than “talking about” making it happen. Successful people don’t want to hear
about your plans - they want to see results.

Prove yourself. Get out there. Make something happen. Don’t believe that any celebrity
or big shot endorsing you will magically make you successful because it won’t.

Ironically, it’s the people that don’t appear like they need any help, who usually get the
endorsement.

From a strategic point of view, be prepared by having your materials, whether it’s a
product or a book, with you and on you for those moments when you might run into a
celebrity and talk to them about what you’re doing.

There’s also the “friend of a friend” method, which is the most effective. When you
break down human psychology, we trust our friends. We trust people that we already
have a relationship with. If somebody in your life that you trust comes to you with an
idea or a recommendation, it’s more likely to get through because there’s already some
conduit of trust.

Make a dream list of people you want to connect with --- whether it’s a celebrity or just
a group of people that you wanna get to know. Start putting feelers out in your peer
group to whoever you’re connected with and say, “Hey, does anyone have a connection
to this person?” And you’d be surprised at how many people know people.

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Of course, you can approach people cold too -- because you just never know. I remem-
ber Tim Ferriss wrote about this in The Four Hour Work Week where he put a challenge
out to the group that he was teaching at Princeton University. I’m paraphrasing here,
but the basics were that within 48 hours they had to make contact with a celebrity. And
most people failed because they didn’t even try in the first place. One one person did --
she hustled and used some website called FindAnyCelebrity.com or something like that
and just went balls to the wall and actually reached out. If memory serves me right, she
got in touch the celebrity she wanted to reach within 48 hours.

Obviously -- there’s so “silver bullet” here. The most important thing to do is the work!
Then -- just be you. Be kind, generous, pleasantly persistent and strategic.

“When it comes to wooing big shots, there are some people in my industry that are
a really big deal, but I don’t necessarily agree with what they teach. Should I wait to
meet people that I completely agree with?”

A: In my life, I’ve had the honor to meet with a lot of different people who are considered
big shots. And I don’t always agree with what they teach. I may respect and appreciate
them for who they are and the work they do in the world, but I don’t necessarily want to
do business with them.

It’s always great to make connections and know the leaders in your industry. But if you’re
looking to build long term strategic partnerships, it’s best if there’s a philosophy match
and of course, an energetic personality match.

“I’m finding myself really nervous about wooing big shots and I’m feeling a lot of re-
sistance about contacting them. How can I get over that and start seeing myself as an
expert too?”

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A: You’re not the only one who has this fear -- so you’re not alone. But this is really a self-
worth issue. The first thing you need to do is stop putting people up on such high pedestals.

You can appreciate people for who they are and respect them and the work they do
in the world -- but don’t forget that human beings are just human beings. We all have
hopes, dreams and fears. We all fart. We all poop.

Stay focused on the work itself, and how you and the folks you admire make a difference
in the world. Every expert that I know --- anyone who’s truly excellent in their field --- is
committed to service, creating results and creating change in the world.

“How persistent is too persistent when relationship building with busy entrepreneurs?
Is there a point when I should try to make contact again or will multiple emails just get
pushy and/or ‘groupie-ish’? Is there a point in which you should simply ‘move on’ and
try to work with others in your industry instead?”

A: You’ve got to use common sense here. There’s no formulaic answer. Also, don’t forget
that it’s not just about emails. If you truly appreciate someone’s work, you’ll be a consis-
tent, supportive presence in their life. That includes support via email, on social media, if
they do live book signings, etc.

Your energy is the most important thing. Are you looking to get something from that
person or do you want to give something to them? Are you genuinely there to serve
them, support them and have an authentic connection?

Really put yourself in that person’s shoes (like ideal customer avatar work) and imagine
they get anywhere from 300 - 600 or more emails per day. Imagine how many people
are trying to get something from them -- constantly.

If you were in their shoes, what would be the kind of messages, notes, emails and energy

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that would make you feel good -- and most likely to respond in a positive way?

“What’s the difference between the big shots you wanna woo and the competitors or
blogs that you wanna get featured on.”

A: Nothing -- woo them all! Woo everybody and consider nobody a competitor. Con-
sider them all potential colleagues. Consider them potential partners --- even if you guys
don’t wind up doing business together.

There’s so much that can be learned just from being friends with people. Even if you
don’t do business together -- but you just have a friendship and you can share ideas,
best practices and resources.

I recommend making a dream list of all the people that you want to know. From there,
be honest, be genuine and get your woo on.

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