The Money Is NOT In The 'List'!

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Today, I asked a business owner if he would rent me the use of his list of postal mailing addresses of prospective JV partners.

We operate in the same niche, and having such a list would save me some time and expense of having it compiled from data (that is publicly available anyway).

He replied to explain that such a list was a ‘competitive advantage’, and therefore he had not considered renting it out.

That made me think.  And it led inevitably to this conclusion.

If my subscribers and clients gave me permission to do so, I could give you COMPLETE access to their contact details – and still, you could not get the same results from marketing to that list which I have been used to for several years.

That’s because what I share with my clients goes far deeper than a name and email address.

We have a RELATIONSHIP!

And that’s where the money is – NOT in the list.

So don’t hoard data. It has very little value. Not even segmented data carries the value of a trusting and trusted two-way relationship.

That is your competitive advantage – not the list by itself!