“The money is in the list”: is it still true, or is this email marketing credo obsolete?
A few years ago, marketers used to say “the money is in the list”.
Others, more sophisticated, used to say “the money is in the RELATIONSHIP with the list”.
Today, frequent socialmediars believe that “the money is in the fan base”, or “the money is in the connections”.
My irreverent opinion:
Bullshit.
It was wrong before, and it’s wrong now.
The money is NOT in your list.
The money is NOT in your fan base.
The money is NOT in your connections.
The money is NOT in your relationship with any of the above.
Not at all.
The money is in your… self.
Yes:
the money is in yourself.
There are so many other people’s decisions and actions that may affect our business and our lives.
The only thing that I can do is making myself better at what I do.
No matter what my list subscribers decide and if they click a link or reply.
No matter what my connections decide and if they comment, Like or share.
The only decisions and actions you can control are yours.
Don’t focus on what others can control.
Focus on what YOU can control.
