Welcome back.
This is a continuation of the previous email on list-building, so if you missed that one, it's posted in the archive.
Now, as promised in the last issue, we're going to talk a bit about squeeze pages, and how we've used them for StomperNet and SMARTS.
If you don't know what a "squeeze" page is, let me take a second to clarify.
When you're building a list, you need a destination where your visitors will arrive and find your opt-in form, right? You can really put an opt-in box anywhere on the page: build it into the navigation, put it in-line with the copy, put it in a pop-up…
The list goes on.
But a "squeeze" page is a specially designed web page that makes an offer to provide certain information to the visitor ONLY if they opt-in to your list. It "squeezes" the visitor so they have only two choices. Join the list and get the information they want, or leave without it.
It may seem harsh, but if you're giving away valuable information at no charge, the least you should ask for is an email address to follow up, right?
Well since their inception, the "squeeze" type page has become the standard of list-builders and marketers everywhere. It's simple, it's direct, and it's effective.
Last week, we did a series on a "new" way of thinking about link-building. I mention that because we're going to continue with some of the ideas I introduced there. You can catch up on that series in the archives you missed it.
Now, onto the topic at hand – "Lists".
Last time I wanted you to stop building links, and start building CONNECTIONS. If you focus too much on building links for SEO benefit, you can forget that the real audience we want is made up of PEOPLE, not search spiders.
That same kind of "blindness" can happen when it comes to building and managing lists in our business.
We all know the refrain, "The money is in the list". We know about squeeze pages, and reverse squeeze pages. We know we have to double opt-in, and we know we have to avoid certain words, and keep our eyes on blacklists, etc.
NOTE: If you DON'T know the above stuff – if you're a list-building newbie – just stick with me until the end and I'll include a resource you can use to get started.
So what I'm getting at is that yes, the money IS in the list. But so many little moving parts and tips and tricks go into building and messaging that list, we start to forget about that human element again.
