Unlocking the Money
'Tis the season to be making money. Christmas
is staring us in the face. Retailers are hawking everything they can.
And this year, many dot com's are freaking out because the sites they
thought were lead-pipe cinch fortunes haven't exactly panned out the way
What's a site to do?
If you're smart, you'll go shopping --
for ways to bring in new users. And what I want to put forward to you
today benefits BOTH existing and new site owners. I call it List Leasing,
but you can call it whatever you like. The point is that it's a great
way to unlock the money that's stored in your site; and a terrific way
for new sites to gain users.
It goes like this:
If you're doing business on the web, you
fall into one or both of the following classes: you either have a site
or you're launching one. If you're launching, I strongly urge you to start
contacting existing sites that are brand compatible with -- but not competitive
to -- your own sites. Don't waste your time with the mega-sites. First,
they won't talk to you. Second, they'll take weeks to respond if they
DO talk to you. Third, you don't need billions of names to make this work.
We're having success with lists of only a few hundred.
The guys you want are small to mid-size
sites. People with a list of customers or users that have a few hundred
or thousands of names. And then you want to contact those site owners
with a proposition: a quick check for a quick introduction to their members.
I know, it sounds too simple, but it really
IS that simple. And here's why:
If your proposition really does add value
to the site owner's members, it positions them as a hero to their members.
A really helpful message, written properly, shouldn't be viewed as spam.
As you know, I strongly believe in keeping a presence before your branded
community, and this is just one more way to do that. If the note to the
users isn't a hard sell, it usually works really well -- mainly because
it ISN'T selling. It's informing, from the heart, of something the owner
feels is really helpful.
Don't worry about privacy policies, either.
If you look closely, most of them state that that the owner won't release
names to a third party. Well, with list leasing, the owner ISN'T releasing
the names to a third party. He/she's simply communicating to the group.
And again, that's perfectly fine and helpful if done correctly.
Finally, another great reason to go hunting
for lists right now is that there are few existing policies for this kind
of arrangement. Which means with cash in hand, you can probably negotiate
yourself a great deal for BOTH parties: the "buyer" gets targeted
prospects and the "seller" gets a little cash for essentially
writing one e-mail.
Of course, let's not forget that this
is exactly how great working relationships begin.
So if you have a list that others may
be interested in leasing, I strongly urge you to post its availability
to FrankelBiz with a "LIST:" header, so that other e-merchants
can contact you. And if you're an e-merchant, post your "WANT LIST"
Remember, if you AREN'T doing these kinds
of deals, you're not unlocking the value of your user list. This is a
great way to show case histories to potential site advertisers, as well.
Make it quick. Make it ethical. And pretty
soon, you'll be making money.
Ho, ho, ho.