Piggy-backing on yesterday\u2019s investor-minded vs opportunity-minded buyers lesson:<\/p>\n
Besides the reasons I gave yesterday for warding off opportunity-minded buyers like a virgin in Transylvania wearing a garlic necklace to ward off vampires\u2026 a gentleman named Michael Fishman (who Gary Bencivenga called the World\u2019s Greatest List Broker) has an even more practical reason to avoid them.<\/p>\n
To paraphrase what I remember him saying:<\/p>\n
Opportunistic buyers are great first time buyers.<\/p>\n
But, they don\u2019t commit.<\/p>\n
i.e. they aren’t good repeat buyers.<\/p>\n
If you\u2019re building your business for the long term, and wanting to have a solid list of quality people who don\u2019t buy from you just once (the real fortunes in direct response are made on the repeat sales, the first sale is just the first step)\u2026. and who, instead, buy from you again and again and again, for years and decades into the future, using what you sell, benefiting from it, and then bragging to everyone they know about it\u2026 avoid opportunity-buyers.<\/p>\n
I\u2019m not saying they are \u201cbad\u201d people.<\/p>\n
They\u2019re probably fine, upstanding blokes in their own rights.<\/p>\n
But, they make for terrible customers to build a list, audience, and business on.<\/p>\n
The big direct mailers know this.<\/p>\n
But, the mainstream Internet marketing crowd still hasn\u2019t gotten that memo.<\/p>\n
Finally:<\/p>\n
My way of doing email works (unfortunately) on opportunity-minded buyers.<\/p>\n
But, it works even better with the investor-minded types.<\/p>\n
And, I\u2019d take 10 investor-minded customers over 1,000 opportunity-minded buyers.<\/p>\n
To learn my not-so-mysterious ways, go ye here:<\/p>\n