The Mindset for Success Requires A Loud Mouth
I have a girlfriend who has a gallery. Galleries can be tough businesses because, in Santa Fe, their sales are seasonal. Additionally, their target market – those who have the disposable income to buy art- is a minority of the people. Just yesterday on the news I heard that the average cashier in the US earns about $20,000 a year. My research online yields an average income of $50,000 for couples in the US – so, most art lovers aren’t necessarily financially potential art patrons.
Still, my girlfriend is successful with her gallery. That’s because she has a loud marketing mouth.
What Is An ESP & How Does It Help My Biz?
An ESP – or email service provider– is one of your biz’ best friends.
“66% of US online consumers, ages 15 and up made a purchase as a result of email marketing messages” – Express Pigeon
Today I met a local small biz owner. In talking, I shared the ability I saw for her to leverage her biz by incorporating email marketing. She is in a unique position to put people she has met and who have purchased from her on her email list, which means her email list would be solid gold. Your best customers, or those most likely to purchase, are your past customers, so adding an email list to her marketing would certainly double her income, if not triple it. When past customers see her email and are reminded of her offering, they will likely purchase directly from her email, especially since she sells nice, affordable jewelry, once or twice during the year.
This biz owner relies on personal connections and meeting potential clients face-to-face, although she does market on Facebook. Instead of emailing customers, she calls. Nothing wrong with that, but why not do both?
See, the loud mouth marketer is smart. They realize, like my girlfriend with the gallery, there are multiple pathways to creating a reputation, to communicating with potential clients and to making a sale. In other words, they use multiple streams of marketing together to create a cohesive message that can reach as many people as possible.
As such, I told the local biz owner that an ESP would allow her to create lists and manage what emails she sends to whom, given that people who purchase would receive a different email than those who have not yet purchase, and a third list would go to everyone to announce a new item or a special offering.
Leverage Your Biz
If you aren’t already being as loud as possible, take advantage of the fact that most mobile users reach for the phones first thing in the morning; they read their emails and purchase.
We all want to be marketed to by the biz’s that we are interested in. Be sure to make your biz’s fans happy by sending great content, offerings and communications to them via email.