If you know me you know I am a List Builder. I use free advertising to build my list. Then I engage that list consistently. I do not want one conversation with my prospect that offers "Join" or "Do Not Join". That is a Yes or No Proposition. How about a third proposition, "I'll Think About It".
Most people will not select proposition 1 Join. And so many who do select it do not know what they are joining and consequently do nothing beyond the first day. After that they are gone.
But I want to continue the conversation, let them think about it, let them learn about it. Then when they join they know what they are joining and they are ready to work.
My favorite way to consistently and continually engage my readers, continue the conversation, is to offer Free Download Emails and Free Mini Courses.
I like choices. For example, with Free Downloads I offer people maybe 3 choices when sending it. The three choices would be three separate niches.
A download on List Building
A Download on Thai Cooking
A download on Social Media Marketing
This helps me to segment my list. List segmentation allows me to send the right people the most pertinent content at the most opportune time. By the choices my prospects make I learn more and more about them.
I can segment my lists of contacts and leads by data collected based on the specific interactions they have with my email downloads.
I think there are three basic reasons to "continue the conversation" beyond simply sending newsletters or you sales and promotions. They are:
1. Segmentation. Because this enables me to send pertinent information to the prospect. The result, my open rates are high and I have significant engagement both on "calls to action" and replies with comments, questions and even content contribution.
2. Going beyond your news or sales letters will help your prospect know you. I provide stories and local happening to provide context to who I am and what I am about. When a prospect knows likes and trusts me, we can do business better together.
3. Getting to know them. Good segmentation creates meaningful and relevant engagement which results in the prospect revealing his needs and struggles. When I know their real pain points and respond constructively with solutions they go from being a prospect to a client.