with a 2% conversion.

How you go about building your list will depend on your target market, the products you offer and the model you have decided is the best for your business.

When pundits talk about building their list, they usually describe the people they want to contact as ‘traffic’.

In a later article we shall talk about specific processes for finding new people to add to your list.

Until then, the important thing to remember is that your list is precious. Guard it with your life, keep it safe and nurture it with love.

That’s all for this time. See you soon.

Next time we shall talk about the next most important things you must create to build a profitable direct marketing business. This is your busi

Hello again

Today we want to talk about your list. This is the third crucial part of your business if you want to make big money as a direct marketer. If you get this right, you will earn piles of money. :-) If you don’t get it right, you may earn a bit, but not enough to support this lifestyle you have dreamed about.

Your list
You need to spend a great deal of time and effort building your list. This is the key to growing your business.

Your list is simply the names and addresses of people who have bought from you. People on your list are people from your target market who are now your best friends.

Why? Why is your list so important?

Think back to Part One where we talked about your market. We said people in your market are people you think will be interested in buying your products. Now that people from your market have bought the first product you offered them, they go onto your list.

Here’s a little bit of technical jargon: The first product somebody buys from you is called a ‘front-end product’. When they buy something else from you, this is called a ‘back-end product'.

Here is why this business of direct marketing works so well (Drum Roll!): People who have bought a front-end product from you are now even more highly-targeted – people who have bought a front-end product from you are likely to buy a back-end product from you, then another back-end product, then another, and yet another.

Let’s look at some numbers. A good friend of mine has a list of about 30,000 people. He has built this over eight years.

If he were to spend time adding to this list, he might offer a front-end product for perhaps ?27. He would incur some costs – to add to his list he might use classified ads in newspapers and magazines, he might rent a list of names from folks who offer this service, he might use a pay-per-click search engine on the Internet. No matter which technique he used, he would have to spend some money up front.

He would expect sales of the front-end product he offered to cover the costs of adding new people to his list. In this, he is building his list at zero net cost. He may make some money from his front-end product, but, most importantly, he is building his list.

Time for another drum roll (Drum Roll!): Some time later, he will offer these new people on his list a back-end product. His marketing costs now are almost zero – only the cost of a mail shot (paper, envelopes and postage) or an email message (no cost at all).

So now, he offers people on his list a back-end product for ?97. His costs to make this offer are very low. Suppose his conversion is 20%. Do the sums: 20% of 30,000 people multiplied by ?97 per person equals ?582,000. :-)

But wait, this gets even more interesting. Now he offers his list another back-end product. This one will cost ?497. His conversion is 10%. 30,000 people times 10% times ?497 equals ?1,491,000.

I won’t even ask you to calculate his third back-end product he offers at ?2,997 with a 2% conversion.

How you go about building your list will depend on your target market, the products you offer and the model you have decided is the best for your business.

When pundits talk about building their list, they usually describe the people they want to contact as ‘traffic’.

In a later article we shall talk about specific processes for finding new people to add to your list.

Until then, the important thing to remember is that your list is precious. Guard it with your life, keep it safe and nurture it with love.

That’s all for this time. See you soon.

Next time we shall talk about the next most important things you must create to build a profitable direct marketing business. This is your busin

ople in your market are people you think will be interested in buying your products. Now that people from your market have bought the first product you offered them, they go onto your list.

Here’s a little bit of technical jargon: The first product somebody buys from you is called a ‘front-end product’. When they buy something else from you, this is called a ‘back-end product'.

Here is why this business of direct marketing works so well (Drum Roll!): People who have bought a front-end product from you are now even more highly-targeted – people who have bought a front-end product from you are likely to buy a back-end product from you, then another back-end product, then another, and yet another.

Let’s look at some numbers. A good friend of mine has a list of about 30,000 people. He has built this over eight years.

If he were to spend time adding to this list, he might offer a front-end product for perhaps ?27. He would incur some costs – to add to his list he might use classified ads in newspapers and magazines, he might rent a list of names from folks who offer this service, he might use a pay-per-click search engine on the Internet. No matter which technique he used, he would have to spend some money up front.

He would expect sales of the front-end product he offered to cover the costs of adding new people to his list. In this, he is building his list at zero net cost. He may make some money from his front-end product, but, most importantly, he is building his list.

Time for another drum roll (Drum Roll!): Some time later, he will offer these new people on his list a back-end product. His marketing costs now are almost zero – only the cost of a mail shot (paper, envelopes and postage) or an email message (no cost at all).

So now, he offers people on his list a back-end product for ?97. His costs to make this offer are very low. Suppose his conversion is 20%. Do the sums: 20% of 30,000 people multiplied by ?97 per person equals ?582,000. :-)

But wait, this gets even more interesting. Now he offers his list another back-end product. This one will cost ?497. His conversion is 10%. 30,000 people times 10% times ?497 equals ?1,491,000.

I won’t even ask you to calculate his third back-end product he offers at ?2,997 with a 2% conversion.

How you go about building your list will depend on your target market, the products you offer and the model you have decided is the best for your business.

When pundits talk about building their list, they usually describe the people they want to contact as ‘traffic’.

In a later article we shall talk about specific processes for finding new people to add to your list.

Until then, the important thing to remember is that your list is precious. Guard it with your life, keep it safe and nurture it with love.

That’s all for this time. See you soon.

Next time we shall talk about the next most important things you must create to build a profitable direct marketing business. This is your busi

ine has a list of about 30,000 people. He has built this over eight years.

If he were to spend time adding to this list, he might offer a front-end product for perhaps ?27. He would incur some costs – to add to his list he might use classified ads in newspapers and magazines, he might rent a list of names from folks who offer this service, he might use a pay-per-click search engine on the Internet. No matter which technique he used, he would have to spend some money up front.

He would expect sales of the front-end product he offered to cover the costs of adding new people to his list. In this, he is building his list at zero net cost. He may make some money from his front-end product, but, most importantly, he is building his list.

Time for another drum roll (Drum Roll!): Some time later, he will offer these new people on his list a back-end product. His marketing costs now are almost zero – only the cost of a mail shot (paper, envelopes and postage) or an email message (no cost at all).

So now, he offers people on his list a back-end product for ?97. His costs to make this offer are very low. Suppose his conversion is 20%. Do the sums: 20% of 30,000 people multiplied by ?97 per person equals ?582,000. :-)

But wait, this gets even more interesting. Now he offers his list another back-end product. This one will cost ?497. His conversion is 10%. 30,000 people times 10% times ?497 equals ?1,491,000.

I won’t even ask you to calculate his third back-end product he offers at ?2,997 with a 2% conversion.

How you go about building your list will depend on your target market, the products you offer and the model you have decided is the best for your business.

When pundits talk about building their list, they usually describe the people they want to contact as ‘traffic’.

In a later article we shall talk about specific processes for finding new people to add to your list.

Until then, the important thing to remember is that your list is precious. Guard it with your life, keep it safe and nurture it with love.

That’s all for this time. See you soon.

Next time we shall talk about the next most important things you must create to build a profitable direct marketing business. This is your busi

another drum roll (Drum Roll!): Some time later, he will offer these new people on his list a back-end product. His marketing costs now are almost zero – only the cost of a mail shot (paper, envelopes and postage) or an email message (no cost at all).

So now, he offers people on his list a back-end product for ?97. His costs to make this offer are very low. Suppose his conversion is 20%. Do the sums: 20% of 30,000 people multiplied by ?97 per person equals ?582,000. :-)

But wait, this gets even more interesting. Now he offers his list another back-end product. This one will cost ?497. His conversion is 10%. 30,000 people times 10% times ?497 equals ?1,491,000.

I won’t even ask you to calculate his third back-end product he offers at ?2,997 with a 2% conversion.

How you go about building your list will depend on your target market, the products you offer and the model you have decided is the best for your business.

When pundits talk about building their list, they usually describe the people they want to contact as ‘traffic’.

In a later article we shall talk about specific processes for finding new people to add to your list.

Until then, the important thing to remember is that your list is precious. Guard it with your life, keep it safe and nurture it with love.

That’s all for this time. See you soon.

Next time we shall talk about the next most important things you must create to build a profitable direct marketing business. This is your busi

with a 2% conversion.

How you go about building your list will depend on your target market, the products you offer and the model you have decided is the best for your business.

When pundits talk about building their list, they usually describe the people they want to contact as ‘traffic’.

In a later article we shall talk about specific processes for finding new people to add to your list.

Until then, the important thing to remember is that your list is precious. Guard it with your life, keep it safe and nurture it with love.

That’s all for this time. See you soon.

Next time we shall talk about the next most important things you must create to build a profitable direct marketing business. This is your business model.

Thanks for listening :-)

William Rice-Johnston

Copyright © 2006 Mary Rice-Johnston & Golden Goose Direct. All rights reserved.