The dumbest thing he ever did

I was talking to someone the other day who said this:

Pulling the plug on my personal marketing was the dumbest thing I ever did in my career.


Actually, recognizing where things went wrong and trying to fix them is actually quite smart.

But he’s right to say that stopping his personal marketing was pretty dumb.

And here’s why:

Some people measure a business’s assets in the number of photocopiers it has, the square feet of its buildings or the size of its payroll.

But that’s looking at it all wrong.

The most important asset of a business – especially a small, personality-led one – is the size and quality of its customer and prospect list.

That’s where the real value lies, because these people will become clients again and will refer to their friends.

So this guy I was talking to had spent 20 years building up his list of people who knew him, liked him and trusted him.

He was certain that he could contact them and they would be responsive to him.

And when he stopped feeding that list, they faded way and disappeared.

That’s a waste.

Now… building and maintaining a database takes time.

But it pays off big over the long term.

And it’s something that is common to the most successful clients here at Ready to Newsletters.

So while your competitors are flailing around – posting on Facebook, Twitter, Google+, Instagram, sending the occasional postcard – you are building up an asset.

And most importantly, it’s an asset that’s yours.

And while your competitors are ignoring their list of contacts, you are feeding and nourishing them.

The best way to do that is with your own customer newsletter, packed with interesting, fun and informative content.

You can then go and edit it to say thing kind of things that build relationships.