Which is better on your email list: collectors or friends?
Published: Wed, 11/25/20
I called it: Audience Building 3.0
How To build an Audience of Collectors in one month (without ads)
The goal is to get more collectors - and more potential collectors for your art so that you are talking prices and shipping on a regular basis and selling art.
The process for achieving that means you have to separate “collectors” and “friends” on your mailing list because you can acquire more collectors, but real friends don’t work quite like that. Your friends may or may not buy your art, but for those collectors who are on your list, that is why they are there - to buy your art when they see something they like.
Let me explain...
I'll need to unpack this idea a little more by introducing a new concept.
In the book, The Goal, Eliyahu (Eli) Goldratt presents a process of ongoing improvement.
He called it: The Theory of Constraints. Or TOC.
Perhaps you've heard of this before.
One of the meta ideas that TOS demonstrated to me many years ago was that nothing happens in isolation.
Those parts of a system need to work together in order to overcome "constraints" (bottlenecks) in the overall system to increase the flow of throughput generated by the entire system.
One of the fascinating ideas is that by CREATING A CONSTRAINT (reducing the capacity of a bottleneck)...
... it's possible to increase the flow of the bottleneck and overall system.
(Flow being, not just a big email list, but a growing list of collectors)
This may seem counterintuitive and even contradictory until you understand the theory in more detail.
THE BIG MARKETING IDEA:
Optimizing a part of the system -- email collection for example, through Facebook -- isn't about increasing collectors to flow through that part of your system and buy from your web page.
That's not what TOC means by: "a process of increasing the flow through the bottleneck."
When marketers try and force more people through their opt-in process, that's a process of debottlenecking: the opposite of what TOC is about.
TOC is about improving flow through the ENTIRE system as a whole, a process of ongoing improvement, not just in the individual parts.
I've seen people with lists of 10,000+ who can't sell anything with it.
And I've seen tiny little email lists of just a few hundred people generate regular art sales.
On Friday, for a limited time for Black Friday/Cyber Monday weekend, I am opening up access to my latest course: How to Build an Audience of Collectors in One Month.
It'll be open for purchase until Monday at midnight, December 3rd.
Next week will be the FINAL intake until I close it again, and it will only be available as part of my VIP program only (which typically costs $595 per year).
It's a course on building an audience of collectors. You will learn how to execute every step of the process from getting new collector leads to closing a sale.
It is being hosted by me, and taught by expert digital marketer Antonio Rillera. Antonio Rillera is the Founder and Digital Marketing Specialist at Formless Digital.
He has personally worked with clients including LeadPages, Coldwell Banker, Berkshire Hathaway Home Services, Gloria Jeans Coffee, Coca Cola, The US Army, Pfizer, Wells Fargo, and many other companies around the globe.
In Audience Building you will learn how to build a system online to bring in collectors emails on a regular basis who are interested in you and your art.
Strategically: generate interest in you and your art, get their email, and then show them your art that is for sale.
In Audience Building you will learn how to do everything from scratch, including how to build an email list and how to set up ads and everything else you need for this process to work.
I'm very proud of this course.
It's helping people unpack what they need to do to create an asset: people who care about your art and you and want to hear from you.
Have yourself a wonderful day
Brainard Carey