Does It Matter If People Unsubscribe From Your List?

I saw an article that discussed ways to stop people from unsubscribing.

The basic idea was that having worked so hard to get them on your list, that you ought to take steps to prevent them from leaving once they got there.

The principle is a good one as far as it goes.

It’s true that you don’t want your marketing efforts to go to waste.

If people believe in you enough to sign up in the first place, then there’s probably a pretty good reason for it.


On the other hand, there will be people who only want your free product who will unsubscribe, and that’s fine because they would never invest with you anyway.

Why should you let them take up real estate on your list?

I know one internet marketer who routinely goes through his list and deletes people who don’t open his emails.

His view is the same as mine.

Why send messages to people who clearly don’t want them.


But there will be others who leave who for one reason or another might have stayed if they hadn’t encounter something in your email campaign that put them off.

One issue is too much selling.

I don’t know what I was thinking, but I once tried selling to my list from the first message in the campaign.

A well meaning subscriber had the courtesy to tell me why she was unsubscribing, which I really appreciated.

But what a tough lesson to learn!


Another issue is the there’s no cohesiveness to your campaign.

This is something that comes with practice.

I remember the first campaign I created.

It looked great on paper, but several months later when I looked at it I was amazed that I could even imagine that someone would buy anything as a result.

Each message was okay in its own right, but on the whole few of them had anything to do with any of the others.

It was a bit like coming across some old artwork that you had save since you were a kid.


There’s another reason why people leave your list, and really there’s not a lot that you can do about it.

And that is that as people get to know you, they realize that the two of you aren’t a good fit.

That’s okay, too, because you will be able to help those the most who understand what you have to teach them.

And that won’t be everyone.


And then there are your competitors who, like you, get on your list to learn more about what you’re doing.

That’s called market research, and we all do it.

If you’re not, then it’s something you ought to consider.


The fact is that you can’t please everyone, and you shouldn’t try.

There will be a group of people online who will want what you have to offer in the form that you choose to present it.

If you market your wares in that spirit, then the unsubscribes will trouble you no longer.

I should just mention in passing that the technique that the article suggested was to inject some humor with a little guilt into the unsubscribe page.

And you have to admit that on those rare occasions when you’ve seen that sort of thing, it’s made you stop, chuckle a little, and maybe even stay on that list for a little while longer.

Maybe there’s something to it after all.


If you liked this, then you might like: This article.


The Sovereignty of Online Kings

Online kings are those who have established an unrivaled authority in their niche. They possess a commanding presence that make others listen when they speak.

Such is their dominion, that they influence the actions of all in their realm.

Even Google takes notice.

Like all sovereigns, they had to be princes and princesses first. But unlike royal successors, these titles were earned, rather than inherited.

Those who added the most value to their niche-kingdom received the greatest rewards; but those that gave very little received nothing.

Perhaps the most surprising thing of all was that each king was once a peasant.

Unlike most peasants, however, they weren’t content with knowing what to do, or how to do it. Instead they wanted to know why it was done at all, why that way and not another, and how to make life in their niche-kingdom better.

They buried themselves in the wisdom of other kings, read their books, articles, and blog posts, listened to their recordings, and watched their videos.

They visited other kingdoms as well so that they could learn even more. The more they learned, the more they shared; and the more they shared, the more others recognized their authority.

It wasn’t long before they were invited to become princes and princesses. They had won the hearts and minds of their peer-peasants. They had given a lot of value to the kingdom, and they had proved themselves worthy.

They were kings-in-waiting.

It was just a matter of time.



The Ability to Succeed

Value, Persistence, & Learning
Value, Persistence, & Learning

There are a lot of skills that you don’t need to create an online information business.

There are, however, a few that you do, and in this article I want to tell you what they are.

You’ll get better at these things with practice.

1. You need to develop the ability to deliver value.

That may seem so obvious as to be hardly worth mentioning.

But it’s’ essential that you understand this.

It’s all too easy to become so caught up with getting rich that you lose sight of what your business is about.

You’re in business to make the lives of your customers better.

If you do that, then they will pay you for your expertise; but if you focus on getting their money, they won’t give it to you because they’ll now that you don’t really care about them.

2. You need to develop the ability to communicate.

This, too, may seem obvious.

But you’d be surprised – maybe you wouldn’t – how many people there are who are trying to have successful businesses, but who can’t get their message across clearly and succinctly.

There are just three ways to get your expertise across to people online: By writing, through audio or video.

Even with a talking head, there is no face-to-face communication. And Skype or any other kind of video conferencing is no substitute for the real thing, either.

You might have an earth-shaking solution that is so good that it could put everyone else out of business.

But if you can’t communicate it to the people who need it, then it won’t matter.

Not one bit.

But I’ll let you in on a little secret.

Those of us who can do it have to keep on practicing in order to stay proficient.

3. You need to develop the ability to carry on; to never give up.

Let me clarify something, just so that there’s no misunderstanding.

Persistence doesn’t mean knocking yourself out.

It doesn’t mean working 100 hours per week or more.

If you do that, then eventually you’ll just burn out.

You have to give yourself the opportunity to rest and recover.

But it does mean that you won’t quit.

And it’s so important that you don’t confuse the two.


It starts with your attitude.

Are you determined to make it work?

Are you willing to learn as much as is necessary and to keep on learning?

You know, one of the problems that keeps coming up is that those who don’t have a blog, have never created a video for YouTube, or have never written an article think that they don’t need to learn anything about how to create an online business.

They don’t have any products, and they have no idea how to write an email campaign, never mind to build a list, and yet they think that they know it all.

So I ask the question again: Are you willing to learn as much as is necessary, and to keep on learning for as long as it takes?

That’s the attitude of an entrepreneur; and it doesn’t matter if your business is online or offline.


So those are the three things you need to learn how to do, and if you’re weak in any of them, then you’ll get better at them with the right coach.

You have to be able to deliver results that your customers value, you have to stick with it, and you have to keep on learning.

And when you do those things, then you’ll have the best chance of succeeding.



What is the ONE thing that’s robbing you of your time?

80/20 © Bruce Hoag, PhD
© Bruce Hoag, PhD

I never get tired of talking about 80/20.

Fundamentally, it means that 80% of your output comes from 20% of your input.

If you always come back to that, then you can be sure that you’re using the ratio correctly.

Output comes from input.

Some people get this confused, and I don’t want you to be one of them.

Vilfred Pareto, an Italian economist of the late 19thC and early 20thC first described the law or principle.

Of course, it was always true. It’s just that no one, as far as we know, ever told enough other people for it to catch on.

The principle can be applied to all manner of things.

For example, 20% of the world population holds 80% of the wealth available. Actually, it’s much more extreme than that. It’s more like 5% of the population holding 95% of the wealth. But 80/20 is easier to remember than all of the possible variations.

80% of your expenses are the result of 20% of your bills.

The best book on the subject is Richard Koch’s 80/20 Principle. I recommend that you get it.


Pareto’s Law vs. Parkinson’s Law

You may have heard of Parkinson’s Law, which says that work will expand to fill the time available. But you can defy that law.

All you have to do is figure out which 20% of your activities will give you 80% of your results.

I’ll make it easier for you.


A few calculations

If you take 80% of the 80%, then you get 64%. And then if you take 20% of the 20%, then you get 4%.

That means that just 4% of what you do will give you 64% of your results.

So the question really is, what 4% of everything you do gives you nearly 2/3 of your results?

Let’s take it one more step.

80% of 64% is 51%. And 20% of 4% is less than one!

That means that there is ONE thing that you do that gives you more than half of your results every time you do it!

Start by thinking about your results.

What one thing happens in your day that represents your biggest achievement?


Some more calculations

The opposite is true as well.

80% of your activities give you only 20% of your results. Talk about wasting time!

64% of your activities contribute to only 4% of your your results.

It gets worse.

More than half of what you do gives you almost no results at all.


What do you spend so much time on that consistently gives you no return?

Email is probably the worst offender. You can spend a whole day clearing out your inbox and have absolutely nothing to show for it at the end of the day.

Social networking is another one. Facebook is the big one; but you can waste a colossal amount of time on sites such as YouTube, Pinterest, Twitter, LinkedIn and Google+.

There’s another time waster, and I’ll be you’re not even aware of just how significant it is.


Every time . . . (there are not exceptions) . . . every time you’re interrupted, it takes about 20 minutes to get back to where you were before it happened.

That means that if you’re going to get anything accomplished at all, you need to prevent them before they even begin.


Let’s go back to email.

How could you prevent yourself from being interrupted by it?

By not opening your inbox in the first place.

You also need to switch off the “feature” that tells you when a new message has come in.

There probably isn’t anything that is so important that you need to look in your inbox to learn about it.

If it truly is an emergency, then you’ll be called on your mobile phone. And by the way, when you’re working, put your phone on vibrate only. It will make just enough noise for you to see if it’s worth answering, without breaking your concentration.

How do you decide if it’s worth answering? If it’s an emergency.


What about social networking? The best time to do it is about an hour and a half before you go to bed. That’ll give you an hour to surf, and a half an hour to wind down for the night.

If you get started on it first thing in the morning, it’ll be lunchtime before you know it.


One distraction is all it takes to blow half of your day.

What is the one that is robbing you of your time?


The Right Time

Cycling in Italy © Bruce Hoag, PhD
Cycling in Italy
© Bruce Hoag, PhD

I like to cycle.

I’m not brilliant at it.

There are plenty of amateurs who are much better at it than I will ever be.

But I still enjoy doing it

I tell you something else about it.

It gets into your blood

First you start because you know you need the exercise, and then you suddenly find that you don’t feel quite right if you haven’t been in the saddle that day.

Cycling, however, reminds me a bit of an online business.

When you’ve been forced to take a few months off because of the weather, it can be a bit difficult to get yourself started again.

Even though you know that you’ll feel better for it, the idea of bundling up just to get out a few weeks earlier sometimes isn’t that appealing.

You see, just a couple of degrees in temperature can make the difference between one piece of clothing an another.

I can tell from the picture above that the outside temperature as at least 68F or 20C. If it was just couple of degrees cooler, then I would have needed arm warmers and leg warmers.


Now I want to talk a day when it was quite cool. (Remember. I’m an amateur. If you’re a seasoned cyclist, the temperatures I’m about to mention may seem as nothing to you.)

One day, it was 52F or 11C outside. It really was warm enough to ride, but I didn’t feel like put on a lot of extra clothing to do it.

One of the problems in getting ready for riding on a cooler day is that you can work up a sweat just putting everything on. That’s because the heat is on in the house; and so when you start putting all those layers on, you can get pretty warm just by getting dressed.

Had it been just marginally warmer outside, I could have put on much less. And that’s what I was hoping I could do

Shoe covers are a nightmare to put on. They fit very tightly. You pull them over the toe, and the tug for all you’re worth to get enough material behind your heel so that the two velcro pieces will stick together.

You can get really warm putting those on, and you have to be pretty much fully dressed when you do. That means shorts, tights, socks, and maybe leg warmers besides, and then your shoes. And that’s before you even start having a tug of war with the covers.

A little warmer, and I wouldn’t need them.

The temperature didn’t rise. And in the end, I just bit the bullet and went out anyway. The spring had been particularly cold, and I was already starting a month later than I wanted to.

I think I rode about 18.5 miles, which wasn’t bad for a first ride of the season.


But all that palava reminded me of the procrastination that can creep up when you’re thinking about starting an online business or thinking about doing something in the one you have.

It’s really easy to just wait until the time seems right. And you probably know that it will never feel right.

Maybe the economy will seem a bit cold. Or maybe the interest rates are a little higher than you want them to be.

Perhaps it’s getting too close to the summer, or Christmas is just around the corner.

You see, if you really want to, you can come up with a legitimate reason for leave things just as they are indefinitely.

But the thing is that if you do nothing, then in three months, six months, or a year, you’ll in exactly the same spot as you are now – waiting for just the right time.

The right time is now.

Mark Twain famously said that first thing in the morning he he reads the obituaries in the newspaper. And if he’s not in there, then he gets up.

And so should you.

If you’re still breathing, then get up.

Do it now.

Stop waiting for things to get just a little bit warmer.


Online Business

Is it time to put things back together again?

Time to put things back together again © Bruce Hoag, PhD
Time to put things back together again
© Bruce Hoag, PhD

Have you ever noticed that no matter how noble your efforts to keep your life together, everything just sort of unravels eventually?

It seems that no matter how good your system is, and regardless of how perfect you make, it just doesn’t seem to last very long.

The thing is that it’s so easy for your life to fill up with noise and clutter.

And if you don’t watch what’s going on, it take just take over and leave you wondering what happened to your life on the whole.


There’s one very good reason for that; read more »

Online Business

Why You Should Turn Your Niche Upside Down

Turn your niche upside down! © Bruce Hoag, PhD
Turn your niche upside down!
© Bruce Hoag, PhD

For any business, the starting point is deciding on your niche.

You have to figure out which group of prospects you want to turn into your customers.

No matter how much you think everyone will need what you offer, you still will need to determine who you’re trying to reach, otherwise you won’t be able to sell to anyone.

This may seem counter-intuitive. If everyone needs your product, why wouldn’t everyone buy it? read more »


Yes! We have no bananas.


Sale! Bargain! Save!! © Bruce Hoag, PhD
Sale! Bargain! Save!!
© Bruce Hoag, PhD

In this article, I want to show you a cool strategy for increasing the size of your virtual footprint without having to exercise your little grey cells any more than usual.

Doesn’t that sound like a pretty good deal? read more »

Online Business

To Get Great Answers, You Have to Ask Great Questions

Neighborhood Sign © Bruce Hoag, PhD
Neighborhood Sign
© Bruce Hoag, PhD

It’s only fitting that I should start this post with a question, and here it is: Why do you do what you do?

Let me be more specific.

You’re probably reading this post for one of three reasons.

1. You consider me to be a competitor, and you want to know what I think.

2. You already have an online information business, but you’re stuck, and you’re looking for new ideas.

3. You’d like to have an online business, but you don’t know what to do next.

So that takes me back to my original question.

Why do you do what you do? read more »

Online Business

How to Drive Traffic with Your Own Backlinks

You can still drive an old car. ©Bruce Hoag, PhD
You can still drive an old car.
©Bruce Hoag, PhD

I’m sure that you’ll agree me when I say that driving traffic is one of the three essential ingredients in an online information business.

Of course, you have to have something to sell, and you have to have a list to which you can offer those products.

But neither of those things is possible without sending traffic to your landing or squeeze page.

One such method to drive traffic is through the use of backlinks. read more »