Jay: Your business is your database, right? If you have a database that you have a relationship with, right? You’re not spamming people, they have opted in, they want to hear from you on some regular rhythm, and they’re regularly opening and consuming. Think about how much junk we get.
If someone is actually signing up to get more, they want something and they think you have it. So for us, our strategy, if we have a book, is we want to give them something of value. And they know exactly what’s happening – give us your email, and we’ll send this to you. And a lot of people will immediately unsubscribe, I get that. But we’re trying to get people to opt in to our ecosystem, where then we can find out exactly what it is that they need that we offer, or not.
If someone doesn’t open an email from us for three months, we send them a note saying, “Hey, you probably have forgotten about that you signed up for this, and we don’t want to keep occupying, so we’re going to unsubscribe. If that’s a mistake, you can sign back up here.” I don’t want a brag list, I want people that actually open and engage. So for us, it all starts with getting people into our database, whatever that means to you. But I want one that I can control.
If my database is on Facebook, Facebook could change the rules tomorrow. And it’s not my database, it’s their database. So I’m very conscious of, my foundation is my database. And for me, that’s an email list right now. But I know that could morph. Maybe that becomes something else. I just want to own it and control it, so I can have a conversation with my potential clients and clients. And then we build from there. But that to me is, if there was like the 20 percent of the 20 percent, is how do I take them from an experience, a book or a podcast, and get them into my database? That now becomes something that I can predictably know kind of what my revenue will become. That’s predictable income now.
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