How many people do I need on my list before I sell?

Last week, I wrote about a woman who has 160 people on her list, and a coach who told her she needed to simply “write more emails” to fill her group program online.

Which prompted some response from you guys.

The problem, I pointed out, is that you can’t just “write.”

Knowing how to write on its own – even if you know how to write that special thing called copy – isn’t enough.

So one of my clients asked a great question (Hi Jane!), “okay, so how many people do I need on my list to start selling – and have it actually work?”

It’s a great question. And one I get asked all the time.

So here’s how I look at it:

1)   Small lists can be profitable. You actually don’t need thousands of people to make money from your list – really, only a few hundred. But the trick is, you need to build a relationship with them. Give them content they are hungry for. And do it regularly, so they can count on you.

 One of my friends runs a PR training firm. When people join her mailing list, she asks them what their biggest question is about getting known. Then she answers each of those emails personally.

The best customers in the marketplace want to be treated like that. They don’t want to feel like a nameless credit card. So think about how you can add human touches, and really help your list feel at home and like you actually care about their success.

2)   Content is the first step. I see so many business owners who don’t commit to sending a newsletter to potential clients – and then get bummed when they try to sell with emails, and it doesn’t work.

This is a fundamental misunderstanding about what “selling” is, and how to do it in the 21^st century.

Here’s the hint: strangers don’t buy from you. Neighbors, friends, friends of friends and colleagues do.

It means we don’t have to learn how to convince or push people… we just need to know how to listen and create irresistible offers that solve a problem for the people we want to succeed in this world.

Part of that “listening” is generating content in your newsletter, and then noticing what resonates. At first, yes, you will be writing to a black hole. No one will respond.

But if you keep at it, and keep getting out there in the world, meeting people, giving talks, and following up, over time you will get a response.

And that will start to develop your instincts about what your people want to buy from you.

3)   Start with smaller campaigns first I also know there are those of you who have been sending a newsletter regularly. Maybe you even have crazy high open rates, but you aren’t getting a lot of business from all that attention.

What that means is that you’ve paid into the relationship bank account, and you’re ready to start making withdrawls.

In my production labs, the first sales project I start people on is a simple 3 email sequence inviting your most likely buyers to do an initial session with you.

 It’s a money making project, because it gets them sales conversations.

And they learn how to write about results, keep it simple, and ask for business in writing.

The thing about writing to sell is that, for it to work, you actually need to know what you’re selling and how to sell in person. Because if you aren’t clear or confident, your copy won’t be, either.

But don’t feel bad if you aren’t there yet – that’s the beauty of learning how to write persuasively… and actually doing it, even if you aren’t perfect at it.

You get insights into your business that you can’t get if you sit in the stands and wait to be perfect before you set foot on the court.

So if you are asking yourself “okay, so how many people do I need on my list for them to start buying?” – my advice is, it’s not about the number, really… it’s about adjusting your expectations.

It’s a numbers game.

It’s never too soon to start letting the people on your (small) list know that you are open for business and that they can hire you.

And so long as you are sending a newsletter regularly for the past few months, it’s never too soon to ask for business.

But just be realistic about your results. Maybe the first campaign won’t put 20 people in your first group program, given the number of people on your list.

That’s okay. Because it will make you more visible. It will train your list that you are open for business, and they can hire you. And you will learn something that you would never have, if you didn’t try.

Mighty thanks to Priya Agarwal flickr photostream for the mailbox photo.