If there\u2019s one lesson us marketing types can take from the casting out of Bill O\u2019Reilly from Fox Shnewz, it\u2019s this:<\/p>\n
You\u2019re never too guru to fail.<\/p>\n
I don\u2019t care how innocent you are.<\/p>\n
I don\u2019t care how much your adoring fans love you.<\/p>\n
I don\u2019t care how much of the green stuff you make.<\/p>\n
I don\u2019t care if you\u2019ve been with a platform (auto-responder, FB ad account, AdWords account, Amazon, eBay, YouTube, etc) for years and have paid them lots and lots of your hard-earned rupees\u2026 you\u2019re never to big to fall.<\/p>\n
Again, just ask Bill O\u2019Reilly.<\/p>\n
He was Fox\u2019s biggest draw for years.<\/p>\n
And, had the biggest audience on cable news.<\/p>\n
Now?<\/p>\n
Gone like a virgin on prom night just like that.<\/p>\n
The lesson:<\/p>\n
It goes back to last Thursdays\u2019s email. If you stubbornly rely on platforms outside your control for your income like Flakebook, Twitter, YouTube, Google, article directories, SEO, iTunes, JV’s, etc, (even your *web hosting* or auto-responder provider) you\u2019re as good as screwed when some executive, bean counter, banker, pencil-pusher, bureaucrat, politician, or even some muckety-muck\u2019s wife (like in O\u2019Reilly\u2019s case, to an extent) deems you dangerous or not someone they want to do business with \u2014 for any reason, real or imagined.<\/p>\n
So back your email list up regularly.<\/p>\n
(You can never back it up too often.)<\/p>\n
Get your customer\u2019s *snail mail* addresses.<\/p>\n
Build an overall *audience*.<\/p>\n
(Like Bill O’Reilly did, and so will be just fine)<\/p>\n
But don\u2019t stop there.<\/p>\n
Back up those lists to *multiple* places \u2014 hard drive, external disk, cloud, and if you\u2019re *really* hardcore, even a thumb drive on your car key chain that goes where you go. (i.e. so if you have to leave the country or something on a dime your business essentially goes with you).<\/p>\n
What\u2019s the bottom line?<\/p>\n
You\u2019re never too big or too popular or too \u201cguru\u201d to fall.<\/p>\n
All right, on to the fun stuff:<\/p>\n
Me selling you something that can improve your life.<\/p>\n
The June \u201cEmail Players\u201d issue won\u2019t protect you from the forces of Evil trying to undermine your business, but the information inside it and all the issues shows you how to write emails people like reading and buying from.<\/p>\n
If that\u2019s your bag, check it out here:<\/p>\n