Mea Culpa and How to Jump Start Your List I’m not dead… And I haven’t stopped writing… But it has been almost eleven months since my last blog post so I might as well have. So this quick post is combination of a mea culpa plus an important lesson. First the mea culpa: I stopped speaking to my subscribers… I stopped communicating with my community… I let the dialogue dissolve… While I never forgot about you, you probably couldn’t tell the difference. Sure there are reasons why these things happen, but really. Who care about your reasons for things? (That by the way, is an important lesson in it’s own right…) I don’t know if you’ve ever done this kind of things to the people upon whom you depend. Stuff happens, yes… Stuff does happen and it happened. It’s been a paradigm-shifting year for me. (More about that later.) But I teach business development strategies and profit generation and marketing and I really ought to know better. Now, if you’ve ever neglected your loyal customer base – and you’re in danger of losing these folks entirely, there is something you can do about it. There are two steps: The first is send out some really good free content. The specifics don’t really matter. You could send videos or audios, you could post written content to a blog. You could hold a teleseminar or a webinar series. It doesn’t matter what it is as long as it’s solid content, rich with valuable information. And make it free. Your job here is to remind your followers, subscribers, customers, whoever they are to you remind them of the value that you bring to them and then remind them who you are and why they should pay attention. It doesn’t matter whether you send one piece or you send many because the point is this: A key to consistent and ever growing sales is keeping the communication lines open and active, you get it? Keep those lines open and active. Use this core idea to get your business back on track if you’ve let it slip. If you haven’t let it slip but you want to generate more sales, open up the communication lines and make them active. Whatever you do, do not do what I’ve done. Step 2: make a killer offer. What’s a killer offer? A killer offer is the kind of offer that cannot be ignored, that people have to respond to, that provides so much great value at such a reasonable thing that you’re asking for like decent price, great offer, decent price that people have to respond to. I am not going to make a killer offer today. What I am going to do instead is I’m going to send you more great free content. The kind that you’re really going to benefit from, the kind you’re going to learn from, the kind you’re going to bring to your business and have your business produce better. And then I’m going to make you a killer offer and it’s going to be coming up soon so you want to pay attention. Great business coaching coming your way and great offer, a great killer. New Programs, products, and a great year-end special for you so look out for all of it. Do me a favor and post your comments below. ~pl 64 Responses plus.google.com March 6, 2014 Thanks for Paul Lemberg’s Business-Coaching Marketing-Strategy Blog – Mea Culpa and How to Jump Start Your List Great article. Reply Renato November 20, 2012 Hi, Paul, welcome back! l’m your follower, its very nice have you back, I have so much to learn with you. From Brazil. Reply pl November 24, 2012 Renato – have you read Be Unreasonable – it’s available in Portuguese. ~pl Reply Renato November 29, 2012 No yet, I will find one over here in Brazil, thanks. Jean November 20, 2012 Hi Paul Yes it is interesting how good stuff and bad stuff can derail us! Been on the same journey so very timely Look forward to hearing the next pieces Reply pl November 20, 2012 Yes, Jean… It doesn’t matter whether good or bad – there is a bit too much “stuff.” ~pl Reply Bob McGuire November 20, 2012 Well I have to admit I didn’t miss anyone. To be frank I have been fighting off the Penguin. Actually when you mentioned you were missing for 11 months I thought maybe you got eaten by the great Penguin! I finally gave up this week and started up a new main page for my business. That is it on the website line. Bob Reply pl November 20, 2012 Wow Bob, didn’t realize the Penguin were that ferocious. Good luck with your new site. Reply Jim November 19, 2012 Welcome back, will you also be reviving the “Blueprint to Profits”? There hasn’t been a call since Nov 2010! Reply pl November 20, 2012 Jim – not sure about the timing, but your’re correct. It’s been that long. Time for a new version soon. ~pl Reply john November 19, 2012 Hi Paul the valuable advise you have offered in the past stays with me, and it’s great to see a new post best wishes Reply pl November 20, 2012 John – glad that advice has been valuable. More to come. ~pl Reply Jackie Delk Stone November 18, 2012 Paul, So great to see you back in action! I've wondered about you quite often this year. I saw some of your magnificent photos of your travels and your daughter! Wow how she has grown. I hope things are well for you and this is just the start of something big for 2013. Best wishes my friend! Reply pl November 20, 2012 Miss Stone! Yes she has grown. And my boy is as tall as I am… Hope all is well for you and I’m pretty sure 2013 will bring big things. ~pl Reply Paula Griffin November 18, 2012 Good to see your voice again Paul. I always read what you send — it so often makes sense in my new retired nonprofit life as well. By the way, we’re looking for an entrepreneur to take over Consulting Today. Perhaps one of your client consultants will be interested. Reply pl November 20, 2012 Hi Paula – congratulations on your retirement from this past career – its a point many people no longer reach in this era. Do you have an ad for Consulting Today – perhaps I can run it as a post – let me see. ~pl Reply Ron November 18, 2012 ” you probably couldn’t tell the difference”, why that’s almost offensive :-). When anyone who has information so valuable stops disseminating it, I do notice, many notice. When Andy left SN, i was lost, Thank Goodness for people like you, Andy J, Leslie R, Dan T, Don C & Jerry W still push the free line, without this, many people would be lost. I will never forget the valuable information you have given freely, Thank You & Welcome back! (Not a day goes by when i don’t think and say to myself “What can i do today to Add Value for my customers”) Reply pl November 20, 2012 Ron – thank you, and keep adding value! ~pl Reply Ricardo Weatherly November 17, 2012 Hi Paul, Wow! It’s been awhile, great content as usual, Welcome back. Reply pl November 20, 2012 Ricardo – thanks for that. More to come. ~pl Reply Mark Benda November 17, 2012 Hey Paul, Like re-connecting with a long time friend you have not spoken to or seen for years is a joyful experience… so is hearing from you again! I have wondered more than once if somehow I un-subscribed from your list (which based on the gems you dish our I would never do.) I’m glad you’re back and as always look froward to your practical words of wisdom 🙂 Reply pl November 20, 2012 Hey Mark – nice to hear from you too. I get that unsubscribed thing and you could surely be forgiven for thinking that. But no – and I’m cooking up more. What’s happening with “Faster…?” ~pl Reply Mark Benda November 20, 2012 Due to the lack of accelerated learners around, update dev costs and new free smartphone aps I retired it! pl November 20, 2012 Sorry to hear it. As you know I’m a big fan… Andrew Haddleton November 17, 2012 I did the same thing – I stopped constacting a range of clients and of course, they stopped contacting me. Duh! Now where's my new report? Good to see you back too Paul. Reply pl November 17, 2012 Duh! Andrew – it happens, right? Hopefully not too often. Best, ~pl Reply Jay Rhome November 17, 2012 Hi Paul. When I saw your email it was again crystal clear to me why the short videos you do are so powerful. Of course, you deliver great content, but my point is we “know” you because of the visual elements, the sounds, the expressions. And without the (short) videos, I might have missed the great content. I have found that many people that can give good to great content, but in the overall number of things we came across, they are just a random name. Your content sticks out, and your delivery too. I’m eager to see your “new content”. Cheers. Reply pl November 17, 2012 Stay tuned Jay. And thanks for the encouragement. (By the way, I’m pretty sure it’s “the voice.”) ~pl Reply Alistair Gray November 17, 2012 Never forgotten Paul… I still refer to notes I have taken from your previous communications. People always remember when you consistently deliver quality, valuable content which you have always done. Reply pl November 17, 2012 Alistair, get ready to take out that notepad. Thanks ~pl Reply Burt Dubin November 17, 2012 Welcome back my old amigo (and student). Burt Dubin Reply pl November 17, 2012 It is always great to hear from you, Bert. One of the fun things about “coming back” is all the people who connect after you’ve been away. ~pl Reply Andres November 17, 2012 Paul, I heard you had a program about buying existing businesses. I am interested in finding out more about this. Reply pl November 17, 2012 Andres – the business buying program is huge. I’ll be offering it again soon. ~pl Reply Sean Breslin November 17, 2012 Nice to have you back Paul, your name still stands out in my email inbox! Reply pl November 17, 2012 Sean – I’ll do my best to keep earning that position. Stay tuned, I’ve got some important things in mind. ~pl Reply Terry Holliday November 17, 2012 Hi Paul. I think you might be surprised at the number of people that really do care. Reply pl November 17, 2012 Thank you Terry. That kind of thing makes my day. ~pl Reply Bart November 17, 2012 Paul, Good to see ya “out there” again. Thought you said you were going to give us something for free? Is it coming in a subsequent email? Either way, good to see ya and I look forward to your next nugget. Reply pl November 17, 2012 Dude – I just did! 🙂 More to come… Then the “killer offers”… ~pl Reply Martin Howey November 17, 2012 Nice job, Paul… and a valuable lesson that we can all benefit from. Of course, coming from you, what more could we expect? Now here’s the best part… You flaked out. You lost contact with us and neglected us… the very people who depend on you for valuable, relevant, and useable content, information and ideas that can build our businesses and generate more income for us. BUT (and here’s the lesson that we should all take away from what you did)… you didn’t hide, pretend that it didn’t happen, or make up some phony excuse. You transparently and boldly admitted what you did (or probably more accurately, didn’t do), and turned it into a lesson that we could all learn from and model in our own businesses. That, my friend, takes some real confidence, (and to keep it clean… guts), and is just one (of a whole bunch of) reason that I follow you, learn from you, and am proud to call you “friend”! Good to have you back, and please keep on giving in your normal, unselfish, and generous way! Reply pl November 17, 2012 Martin, Gosh – it is so easy to stay stuck in momentum going in the wrong direction, and it feels good to break out of it. Coming from you I take this comment as a huge compliment. I’m glad to have you among us and hope you continue to be so well. Reply Joel Bomane November 17, 2012 Bonjour Paul, Good to see you back. 🙂 And thank you for the valubale lesson: “keeping the lines of communication alive/active”! Reply pl November 17, 2012 Bonjour, Joel. De rien! ~pl Reply Joe Bulger November 17, 2012 Good stuff Paul. Didn't know I missed you until you reminded me with this reactivation piece. Reply pl November 17, 2012 Joe – Here I thought I was always going to be top of mine. No really… That is the problem isn’t it? Stop communicating and it doesn’t take much to fall from top of mind. ~pl Reply Paul Simister November 17, 2012 “It’s great to have you back Paul but I think you’re wrong. People buy from those who they know, like and trust. If I like, then I care. I want to understand.” Reply pl November 17, 2012 Hey Paul – you’re right, they do. Picking up the pieces after you make a mess is part of that process. ~pl Reply Shmaya David November 17, 2012 Hi Paul – Been there, done that… And yes, you can reactivate old customers with a good sequence, but as you said, it is better not to fall into this situation because the price can be very high – anything from 30% to 85% of the list could be gone forever (or at least, will require re-acquisition cost just like a new customer). Still, reactivation, in whatever percentage, is still the easiest and cheapest way to acquire customers. Reply pl November 17, 2012 Shmaya… Reactivation rules! And of course, dropping the ball is not be best strategy. ~pl Reply Oke Akinsewa Abioye November 17, 2012 Thanks Paul! You have really inspired me with this piece… Cheers. Reply pl November 17, 2012 You’re welcome! Reply Glenn November 17, 2012 Paul, Ironically, you came to mind just yesterday. Upon that realization, I distinctly recall having had that ‘internal conversation’ where I noted missing your consistent delivery of wisdom. I suggest that virtually anyone who is familiar with even your free content has had opportunity to recognize your practical brilliance. You are an asset to the entrepreneurial community. I will summarize by saying: “When Paul Lemberg speaks, it is prudent to listen.” Thank you for ‘returning.’ I’m confident that I speak for many when I say that I look forward to hearing whatever you choose to share. I hope all is well with you and yours. The reasons that you alluded to for having been ‘silent’ are your own; but, I am confident that they are fully justified. I hope the time away served you well. Reply pl November 17, 2012 Glenn – it’s great to know that I have such impact. More to come. Best wishes ~pl Reply Geoff Kelly November 17, 2012 Great suff Paul. Two of my most treasured business resources are “Be Unreasonable” and “Formula Five.” Reply pl November 17, 2012 Thanks for saying so, Geoff. Tell your friends! ~pl Reply Jose Garces Jr. November 17, 2012 Nice one. I'm certainly guilty of ignoring my list too ;-). Reply pl November 17, 2012 Jose – clearly you’re not alone. ~pl Reply Don Martin November 17, 2012 So Paul, after disappearing for so long, with no communication whatsoever, where is you "killer offer" and or FREE valuable content to lure us back? Welcome back to the real and cruel world. Reply pl November 17, 2012 Hey Don – be patient… The process is send a bunch of valuable free content, THEN make the offer. Give it time. ~pl Reply Daniel November 16, 2012 Welcome back. 😉 I’m excited and can’t wait to see what’s coming. Reply Ben Pate November 15, 2012 Great tips Paul Lemberg I like to call step 2 an irresistible offer or mafia offer "a deal too good to refuse". Looking forward to what's next Paul. Consider me jump started 🙂 Reply pl November 17, 2012 Hey Ben – that “mafia” thing is a bit too cute for me. And really I believe we’re talking about different things. That “mafia” offer engenders fear in folks, hence the name “mafia.” It’s all about groupthink, scarcity, not getting the thing that everyone else is in on. All good things if you’re the marketer, but not necessarily good for the customers. The “killer offer?” — simply something great that genuinely makes sense. Anyway – stay tuned ~pl PS – I told Joe I had a client I thought would be great for you guys – he sounded a bit too busy. Good for you! ~pl Reply Adam Gordon November 15, 2012 Good to see you back. Reply Leave a Reply Cancel ReplyYour email address will not be published.CommentName* Email* Website Δ This site uses Akismet to reduce spam. Learn how your comment data is processed.