When I first started marketing and following up with prospects, I used a follow up method that I now call the “List Technique.” I had a large database containing the names and e-mail addresses of people who had specifically requested information about my products and services. These prospects had already received my first letter by the time they requested more information, so I used the company’s latest news as a follow up piece.
I would write follow up newsletters every now and then, and send them, in one mass mailing, to everyone who had previously requested information from me. While this probably did help me win a few additional orders, it wasn’t a very good follow up method. Why isn’t the “List Technique” very effective?
- The List Technique isn’t consistent. Proponents of the List Technique tend to only send out follow up messages when their companies have “big news”.
- List Technique messages don’t give the potential customer any additional information about the product or service in question. He can’t make a more informed buying decision after receiving a newsletter! If someone is wondering whether your company sells the best knick-knacks, what does he care that you’ve just moved your headquarters?
- List Technique messages convey a “big list” mentality to your potential customers. When I used to write follow up messages using the List Technique, I was writing news bulletins to everyone I knew! I should have been sending a personal message to each individual who wanted to know more about my products.