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June 7, 2018

There's a New Way to Think About List-building


Having a discussion with a friend recently about Messenger chatbots for delivering newsletters, she was perturbed there would be no way to download a list of subscribers. My response was, "Why would you want to?" These contacts have only opted in to receive communication via Messenger. By downloading them, all you'd have is a spreadsheet. (Which is OK, if you like spreadsheets.)

As a small business owner, how many times have you been chided to have a database, a CRM (Customer Relationship Management) app, even a spreadsheet, with all of your contacts in one place?

Now, imagine the colossal task of putting all of your contacts into one place. I'm talking ALL of your contacts - email contacts, phone contacts, Twitter fans, LinkedIn contacts, Messenger subscribers, and so on. And what would you do with them when they're all nicely entered? I sure won't be adding my 4500 Twitter followers to my email list. (Can you imagine the response?!)

Engage people where they are. Not everyone wants to find us in their email inbox. While that is a very effective way for us to maintain contact, it isn't for all of our contacts. Make it easy for people to receive your information where and how they want. Perhaps we need to start calling it audience-building instead of list-building.

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