Okay, where we left off yesterday, we had told the Unfortunate Case Study (UCS), in essence, “goodbye and good luck” with using purchased e-mail lists to launch a book.
As we mentioned, we had gone through the whole pro forma as a big favor for one of our longtime, beloved clients.
Quickly, we jotted off a note to our client just to let them know how it turned out and express our appreciation for the referral (which you should ALWAYS do – a referral is a referral).
Then The “Receive” Side Of Our Next Send/Receive Showed A New Email From UCS
This email contained phrases like “we’ve got to make this work” and “I need you to get this done for me”.
While we thought the clever use of NLP to create the idea that they had already hired us and we’d already accepted was cute (and we wrote it down, because lessons are lessons), we saw no point in responding to this, so we didn’t.
Our client was grateful for our effort to treat their client respectfully even though we knew the whole thing was a farce, and life went on just fine.
Yesterday, we noted that UCS didn’t seem all that stressed upon getting the news that no one would be helping them use their purchased list to launch the book, when they should have been panicking.
It Goes Back To The Whole “One And Only” Thing
UCS had decided, and repeated over and over on the phone, that their “one and only strategy” (their words) to launch the book was to send e-mails to a list they did not build, did not earn, did not learn, and did not have any know/like/trust with, whatsoever.
This was before social media, sure. 2006 was an ice age ago.
But even way back then they had
- dial-out phone broadcast campaigns
- press releases
- services to help you get quoted in the media
- article marketing
- membership sites and programs
- joint ventures
- public speaking
- salespeople-for-hire who work the phones for you, and
- 10 or 15 other ways to build your own list and get others to help you launch a book.
We might have been persuaded to work with UCS on all of the above, if they could have just asked themselves, “what else can I be doing besides using this purchased list”?
They didn’t, though, so let’s make this about helping you, and
What You Have To Ask Yourself
If you have just “one and only” component or option in your marketing plan:
- What are two more strategies you can easily and effortlessly add on, “just for laughs” – if you need to frame it that way?
- If you’re about to say something like “my audience isn’t on Instagram” – Really? Did you spend the 5 minutes to set up an account and then invite them to follow you, and now know for a fact, as a result of asking them, that not only did no one follow you, but they all replied to you and said “Thanks, but we don’t use Instagram?”
- What feedback did you get when you ran this “one and only” business by your mastermind, your peer group, your confessor, some discussion group you belong to, or your cat?
- Are the consequences of the “one and only” thing failing, a risk you can manage?
Are You Okay With Abject Failure And No Plan B?
Have you ascertained that this “one and only” thing will actually put you where your best prospects are currently hanging out, where you can position your offer as the very thing they want and need right now?
If not, why is that?