News
 Where
to Find a Targeted Mailing List
By John Jantsch
One of my favorite small business lead generation
strategies is to define a mailing list for a target
market as narrowly as possible, with the intent of
getting that list to a very small number. Once you
do this, knowing that most anyone on the list is a
good suspect, you can possibly more easily afford to
mail to this list multiple times.
This strategy assumes that you have some goals in
mind in terms of how many leads and clients you need
to generate from your marketing activities.
If you only need 10-12 new clients this quarter,
then you are looking to carve out a list of maybe
500 very defined members a mailing list. If you want
100 leads a month, your list might need to be 5000.
The point though is to work hard on gaining the
trust of that narrow list instead of sprinkling a
little bit of marketing dust on the universe.
The somewhat hard part of this equation can be
finding a good way to narrow your list.
Most direct marketing pros will tell you to work
with a list broker. A list broker is someone who
sorts and resells lists from various publications
and organizations. In some cases you could just go
get this list from the owner, but a good list broker
should have some history on lists that work, how to
get the best deal and where to find the best list
for your specific needs. Like any resource the trick
is to find a good broker.
Before you pick up the phone and contact a broker
make sure that you can tell them what your marketing
goals are, what you intent to send and, most
importantly, as much detail as possible about your
target prospect.
--- John Jantsch is a marketing coach, author and
creator of the Duct Tape Marketing System. His
website is www.ducttapemarketing.com.
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