Yogi Berra once said, “If people don’t want to come to the ballpark, how are you gonna stop them?” I love that quote, and I think about it often as I work with clients on their marketing campaigns. In his charming, convoluted way, Yogi presented a very basic but essential marketing principle: It’s far easier [...]
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The Wisdom of Yogi: Segment to Sell
by Tom Ruwitch on 30. Jun, 2009 in Email Marketing, List Builiding, Marketing Tips
Focus On List-Building To Strengthen Your Greatest Asset
by Tom Ruwitch on 30. Jun, 2009 in Email Marketing, List Builiding
A friend of mine recently was on the verge of selling his small business, but the deal collapsed. The business was profitable and growing, and the prospective buyer liked the numbers. But the deal tanked when the prospect asked to see the customer list. When my friend replied that he had not been collecting emails and other contact information from most of his customers and prospects, the prospective buyer bolted.
The prospect knew that a business is only as good as its list. Sure, your business may be making money and even growing. But you limit your potential to grow your business if you do not have a good, clean, homegrown list of prospects, customers, and former customers.