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Revision as of 02:40, 10 May 2006

Call 1

What's wrong with niche marketing today?

Perry Marshall: If all you have is an ebook, you don't have a business. A website is not a business. You need a sustained relationship with your customers.

Harlan Kilstein: Dan Kennedy believes information marketing is over.

Perry Marshall: If all you have is an info product, you have nothing. You must have an element of your business that only you can deliver.

Tactic 1: Pick a large enough niche.

Google Cash Method

Perry Marshall: It's the beginning of a business but has no assets.

Tactic 2: Online Strategies

John Carlton: Number 1 problem is a near-sighted approach to the value of your market. You want to be the "go to guy" in your niche.

Harlan Kilstein: "Where's the marketing funnel?"

Tactic 3: Online Strategies

Tactic 4: Recency and Frequency and Monetary

David Garfinkle: Customers who have bought from you twice are much more likely to buy from you again. 22x.

Rank your customers:

At the bottom of the list are the suspects. Then there's the prospects. Then there's a trier. Then there's a second time buyer and then there's an advocate.

1. Who has purchased from us recently?

2. How much did they spend?

3. How often has a customer purchased from me?

4. Which customers have purchased more than once?

5. How much have those customers spent.

6. Overall, which customers have spent the most with me?

Recency: the more likely they are to buy from you again.

Make most of your money from a buyer's list.

One: Build a marketing funnel.

Two: As you get people to buy thing, do cross-sells and upsells depending on what they bought.

Three: Build the relationship with the best customers and you have different priviledged offers to your best customers.

Tactic 5: Newspapaers, offline

Tactic 6: Direct mail, lists, online/offline strategies working in synergy

Tactic 7: The Success Mindset

Call 2

List Modeling