BRX Pro Tip: Mailing List as Insurance
Stone Payton: [00:00:02] Welcome back to BRX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, let’s talk about the mailing list and specifically the mailing list as insurance.
Lee Kantor: [00:00:14] Yeah, this is one of those kind of dirty little secrets when it comes to social media. Social media is free. And getting on Facebook, Instagram, Google, all those things don’t cost you any money. And you can build a nice kind of stage for yourself. Include also LinkedIn in there. So, it doesn’t cause any money to participate in those things, and you build followers, and fans, and all that kind of stuff. And you think that you have control over those things, but what happens very quickly, each one of those platforms is really an advertising platform.
Lee Kantor: [00:00:51] And in order for you to access the people who kind of became your friend, or fan, or connection in any one of those platforms, you think, “Oh, I’ll just post good content.” Well, posting good content doesn’t mean that that platform is going to share it with everybody in your network. They’re only going to share with a handful of people that they want to share it with. They have some algorithm that decides how worthy that post is to be shared. And shockingly, that number is a very small percentage of your entire platform.
Lee Kantor: [00:01:24] But when you have a mailing list, when you’ve captured an email, a list, or texting all the phone numbers, whatever it is that you control, then you can almost guarantee that, at least, your message will be sent to all the appropriate people. If you want your message sent to everybody on your Facebook page, or your Instagram page, or your LinkedIn page, you are going to have to write those platforms a check for the privilege of sharing your stuff with your kind of people.
Lee Kantor: [00:01:54] And that’s why you have to control your list. You have to get a list of your fans and people who want your content because, then, you’ll have some control over who gets what and how often. And this is one of those things like they say about an oak tree, the best time to plant an oak tree was 20 years ago. The second best time is today. So, you should be capturing e-mail addresses today if you haven’t already. I can’t emphasize this enough. Control your tribe by capturing email addresses, so you can send them stuff when you want to and not have to incur any additional fees to communicate with your people.
