Building Your Mailing List Part 5

One of the biggest ways that you can please your audience is really quite simple. You should almost always under promise and over deliver. Some people will say this is bad advice and you should deliver exactly what you said you would, but if you really want your customers coming back and clamoring for more, you have to really WOW them. It’s so easy today for people to move on.

To keep them from moving on, they will need to feel some sort of loyalty to you. One way to create that loyalty is to make them feel as if they’re a little bit in debt to you. If your lead magnet thrills them, they’ll almost feel obligated to buy something from you later - especially if your lead magnet is as well made as any product they’ve ever purchased.

Don’t skimp on lead magnet creation, customer service, or building relationships with your audience. Everything you do, from the landing page you create to the design of your freebie, is important. The subject lines of your email follow-ups are just as important as the headlines in your sales page. It’s all important and should all be given the attention they deserve so that your audience feels taken care of.

Because, ultimately it’s all about them, not you at all. If you can make them feel special, and thankful about the care and concern you show them, you’ll have a customer for life. When you reaffirm their choice to trust you, you will create obligation in their mind to continue the relationship. If you do that over and over again with both paid and free offers, the cycle will continue for the life of the relationship.

This means that you should be very careful about any promises that you make. If you don’t need to make that promise to garner trust, don’t do it. Instead, work around the idea of a promise and stick to the facts. It’s important that you manage expectations so that they’re not disappointed when they get your perfectly good product.

Only promise what you think it will take to get them to act. Then, deliver just a little bit more than you said. If you do, they’ll be back for more.

Next time I will talk about the importance of the follow-up to building your list.

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Stephen B. Henry, known by many online as the WordPress Wizard, the Coach's Coach, or just the Wiz, is an author, web developer, small business consultant, and personal mentor. Steve earns his entire living online, providing business, technical, and online presence planning and support to small business owners, spiritual practitioners, online marketers, and other solopreneurs, including those who work from home. With a focus on permission marketing and heart-centered business, Steve works closely with, and cares about, each of his clients. He can be reached by email at

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