Know-How Exchange : Strategy

You could teach your system over several videos, give a road map, e-book and a webinar series. The informational marketing genre is very popular right now.

You don't define what type of lists. Postal mailing lists, phone lists or lists of companies? I'm sure you're aware that any purchased email list in the U.S. should not be mailed against en masse to avoid SPAM.

Having said that, are you teaching something that's a one-time learned skill or is there potential for you to develop a line of info products and seminars based on sales research techniques? In other words, if people buy one thing from you, is that it forever? How will you leverage that audience for future sales?

It seems to me that acquiring or compiling a list is only a first step in the sales process. The real trick is knowing what to do with it to build relationships and make a sale.

Do you have an initial target audience in mind? Even if, in theory, "every" salesperson can benefit, your marketing will be most effective if you begin with two or three targeted audiences and then expand. So...would this be of greatest use for B2B sales or B2C sales? How can you narrow it down from there?

I think the real speaking engagement opportunity lies in teaching people what to do with the lists when they compile them. How do they write direct-response copy that sells? How do they make an effective cold call? How can they turn a cold call into a warm lead? How do they follow up? What's their sales funnel?

By creating either a live or webinar presentation, you've created a second product and a second stream of revenue. Now if you record the presentation, you've created a third product. Transcribe it and you've got a fourth product. Reformat it and you've got an ebook, which is a fifth product. You can do line extension topics from there, taking people all the way through the best techniques for online and traditional direct response and relationship marketing. The list is only the tip of the iceburg.

Tom:

I have to admit I don't get it. I checked your web site and lo and behold you have been in the traditional list business for a long time. So why would you cannibalize yourself this way?

You are going to CHARGE people so you can show them how to find FREE lists on the internet? I must be missing something. The first thing any list broker (including yourself!!!) would say is that the "free" stuff on the Web is junk - you truly get what you pay for. If that wasn't the case the list industry would be out of business already.

But if that WAS your idea, then let me weigh in and say I think it is a bad business opportunity. I'm not sure why you wouldn't rather extend the things you are already doing. For starters, why not become a consultant who can train clients on list management, clean-up, etc.? Start writing white papers ("5 tips for better lists whatever...), the speaking offers would then follow.

Sorry if I'm off on a tangent.

Consider doing something like Matthew Lesko (https://governmentgrant.com) is doing: taking free information and making it easier to find/use. He packages the information targeted to different niches.

The hurdle is both avoid making your customers into spammers and to convince your prospects that the lists are high-quality, legal, and save them lots of time (since it's public, they could presumably unearth the same information on their own).