Exorcising the Black Magic Out of Email List Marketing

Updated on | By | Under the Category Email Marketing

Every time I come across a sales page that is promoting email list marketing, I get the urge to tear my hair out. Seriously. There is so much hype about this particular form of online marketing, it is just unbelievable. All sorts of claims are made to push all sorts of email list marketing-related products. From emails to webinars, to coaching series, you name it, all these are being peddled with all sorts of wild claims that really stretch one’s imagination to the breaking point.

If there was a line between hype and reality and an outright scam that line has been blown away many times. Seriously. You only need to go to some of the biggest marketing forums to know exactly what I am talking about. The sad reality is much of this hype grows out of the conventional wisdom regarding email list marketing. These e-books and other email list marketing-related educational products are just taking advantage of the conventional wisdom regarding email marketing as a money making method.

What is the conventional wisdom on email list marketing? The conventional wisdom is that you simply install a mailing list and you put up a landing page for that mailing list and then you will make money.

After all, as the conventional wisdom goes, the “money is in the list.” I am not bashing the reality of this statement. I am not disputing that the money is in the list. However, that statement is repeated so often that it has become a deceptive statement. Why? If you know what you are doing, the money truly is in the list. There is no question about that. However, if you are a newbie, and you keep hearing that phrase, repeated all the time, you might get deceived.

You might walk away thinking that you only need to go through certain steps then you are assured a certain income. Nothing could be farther from the truth. There is no magic in email list marketing. However, that is exactly what the implication is, when people keep repeating the mantra ‘the money is in the list, the money is in the list, the money is in the list.’ Let me break it down to you. Let me expose the reality behind this argument. I quote that by doing this, I could help exorcise the black magic out of this ebook, webinar, or digital product market before it harms email marketing any further.

The Usual Victims

A lot of people pushing email list marketing products keep plugging the conventional wisdom because it appeals to a usual list of victims. By repeating the “money is in the list” like some sort of incantation, many newbies’ minds shut down and their eyes glaze over. There is no other way to describe it. These products aren’t being hyped frenetically just for the health of the people hyping them. These products are hyped precisely because people buy them. The hype works. Why does it work? People are looking for magical solution. I really cannot put it another way. Considering how all this hype ends up separating people from their money, I would say that this is black magic. There’s no other way around it.

The Lazy

This black magic works because it targets the lazy. It truly does. If you are lazy, you really don’t care about customizing your content or focusing on what goes on before you can build a successful list. You just go by the conventional wisdom of how lists are supposed to work and you put them up. Your mind is not curious as to what kind of value you have to provide so you can gain enough of your readers’ trust to join your list. You don’t care about that-you are just looking for a solution that you can buy and use to generate money. That is why there are so many sales pages pushing email list marketing programs that describe email list building as a “set it and forget it” money making system.

Well, I have news for you. It’s bad news if you are lazy. A ‘set it and forget it’ money making system has yet to be invented. Life simply doesn’t work that way. You have to put in the work to succeed in email marketing just like anywhere else. Unfortunately, this is how the minds of many lazy people work. As a result, these people would buy these email list marketing programs for 17 dollars, hundred seventy dollars or maybe a couple of thousand of dollars. Nothing happens and they buy another program. It is sad. It’s pathetic. It’s like the multi billion dollar weight-loss industry in the United States. People want to try a diet. It doesn’t work. They move on to another diet. The next year, they do the same thing. It’s like an endless chain of diet fads, or weight supplements so on and so forth. The same is happening in the internet marketing niche.

People with No Technical Skill

Another usual class of victims of email list marketing hype and black magic sales are people who have no technical skills. A lot of these people either are don’t want to learn technical skills, are not curious, or are simply older and feel that they can’t grasp new concept fast enough. Regardless, if you are stubborn about your current skill set and current level of knowledge.  You are basically just making yourself a ripe target for people peddling all sorts of magical make money online solutions. Email marketing is probably at the top of the list. ‘The money is in the list’ is quickly followed up that equally potent magical phrase ‘No technical skills needed.’

This all, of course, leads to the logical sequence of the buyer merely applying the steps, following directions, and collecting money. This is a pipe dream. No such system exists. Even if it did, would someone who came up with such a system really sell it and not keep it to himself or herself? Don’t take too long answering that question. You already know the answer.

People Looking for Shortcuts

There is a third group of usual victims of email list sales hype. Unlike the previous groups discussed above, these people have technical skills and these people are not lazy. However, these people are looking for shortcuts. Looking for shortcuts, just like in other parts of life, will leave you victimized. The reality is there are no shortcuts. As Zig Ziglar said, there is no elevator to success, but the stairs are always open. The opposite of that statement is precisely the kind of mentality email list marketing hypesters and fraudsters target. They are the same, all you need is to buy all these magical systems and you are going to make money. It doesn’t work that way. This never worked in the past. This is not working now and it definitely is not going to work in the future. Let me break it down to you: real email list marketing takes work.

Real email list marketing takes seduction. You have to seduce your traffic before they hit your page, while they are at your page, and after they get off your page. That’s how methodical, systematic and, yes, hardworking you need to be. Unfortunately, the phrase ” hard work” is kryptonite to the usual victims of spammy email list marketing products. I’m not going to say outright that these products are scams, but let’s make one thing clear: for these products should truly work, you have to put in the work. Unfortunately, the avoidance of hard work is the main reason people get victimized again and again by such email list hype marketing.

You have to remember, if you want to be truly successful in email list marketing, you have to do things the proper way. What is the proper way? You have to get people to know you. You have to get people to like you. You have to get people to trust you for them to buy from you. That is the secret. It’s true in the past, it’s true now, and will continue to be true as long as man exists on the face of this planet. Any type of magical product that is supposed to short circuit this sales process, is a lie. It’s all hype. Don’t fall for it. You’ve been warned. Don’t say I didn’t tell you.

About the Author: Lewis Crutch

As the administrator of Marketing Bees, Lewis Crutch manages all of the free advice and tips available here on the Marketing Bees blog as well as spending time putting together in-depth marketing related courses covering a wide range of topics including email, content and social media marketing.

One Response to “Exorcising the Black Magic Out of Email List Marketing”

  1. Mark Jaquith

    You do have to invest time and stop being lazy.
    In my opinion there are no shortcuts; The marketing road can be long and hard but it will all pay off eventually!


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