List building, bullshit and what they have in common

List building….

I remember when I was first introduced to this industry, this was the word that was reoccurring day in and day out.

Now, if you don’t know, list building is the act of getting prospects to sign up for your email list and its a HUGE focus in the expert industry as well as most internet marketing businesses.

Now, because this was the thing that EVERYONE told me to focus on, I continuously gave my attention to list building only because I was constantly being told “the money is in the list”. (Have you heard this?)

I’d create all these amazing lead magnets, put them out and then have people sign up for my list to get them. This was the process for list building.

The years that this was my focus, I barely broke 6 figures for the year.

Now I want you to think about this for a moment… if the money is in the list, and I had amassed a list of thousands, where the hell was the money?!?!

I wanted to know that to because dammit, I wasn’t seeing it!

About 3 years ago I started doing something completely different…. I stopped focusing on list building and these “quickie” lead magnets to get my list built fast and started focusing on providing amazing content on telecalls or live streams at least once a month (though often more) that lasted at least an hour, sometimes more. Not sales pitches but high value content.

Something amazing happened.. that year, my income grew x8!

Lets think about this for a minute.

Every year I’d been focused on list building… creating ebooks, quick case studies, video series, audio series, etc. I’d created so many that many I’ve forgotten…

But, the one year that I didn’t create any of that and focused only on providing content in conversational format for at least an hour, my income soared.

What is even more amazing is that I had a ton of people “opt out”, many signed up but didn’t show up and didn’t watch the recording (and I’d manually delete them) but income went up.

The reason for this is that when you focus on list building, you create these lead magnets that attract freebie hunters. People who want things as cheap as they can get them or free, people who aren’t in a place to invest time to watch something an hour or longer so you KNOW they aren’t willing to invest money.

But by providing quality content in longer chunks where we could dive a bit deeper, truly focusing on helping the viewer get a breakthrough on the call, revenue soared, while the people I didn’t want or need on my list disappeared.

You see, the entire deal about list building really is bullshit…. especially if you’re focusing on a high ticket market…

Instead focus on service and see a completely different result




  • Anastasia September 15, 2016 at 2:51 am

    Thank you for this truth! I’ve noticed similar things about how much work goes into list building, but the quality of the leads doesn’t reflect the work put into the freebies or the profit the list should generate. Yet everyone in the industry acts like the list has to be your priority and you’re a failure if it isn’t. It’s so nice to hear you tell it like it really is!

    • StephanieSynclair September 26, 2016 at 5:34 am

      Yes! Its really over rated and if you’re doing what you should be as an entrepreneur, the list will build organically

      • Arnie January 8, 2017 at 1:22 am

        That’s an inigneous way of thinking about it.


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