It’s the size that matters…or is it?
I have recently had the pleasure to host and to participate in a number of telesummits. These fabulous opportunities to connect and partner with business owners who have complementary offerings are a win, win, win – for the host, for the guest expert and for the event attendee. Telesummits are a lot of work but can be so beneficial for all involved. To make these events equally advantageous for all the experts speaking, the host often asks that the speakers all have a similar list size (current or potential clients on their company mailing list) so that everyone is bringing the same “hand” to the table. As I have done and gone through this process a number of times in the last few months, I have found myself wondering about this practice.
Of course it makes perfect sense to try to make the playing field equal and yet I began to question whether the numbers really tell the whole story. Is it the quantity or quality that is most important? If you are a business owner and do at least part of your business online, you know the importance of creating and building your loyal following. This is typically done with your offering something in exchange for a potential client giving her or his name and email address to add to your emailing list. This initial contact is usually only a mere starting point and it is only through continuing to build the relationship through staying in touch, sharing high value content and offering new opportunities to this newest addition to your list, that they become a true member of your community.
For something like a telesummit, for the time being at least, people will probably continue to use list numbers as a measure for equal contribution. I would like to challenge you though, when you are thinking about your own business, to begin looking at your numbers a bit differently. Start thinking about engagement, interaction, feedback and making a difference as your success barometers. Of course it’s thrilling to have a community of tens of thousands, and hundreds of thousands of social media followers but the way that you can tell if you are making a real impact and in turn creating a thriving business is to see the kind of interaction you are creating.
Begin to set your focus on building meaningful relationships with and within your community. Reach out to individual members randomly and check-in to see how they are doing. Create virtual introductions for different people that you see as having partnership potential. Send a twice yearly survey to make sure you still have the pulse of your tribe and are offering them both what they want and what they need. Concentrate on offering high value at every moment and your numbers will naturally grow.
The next time someone asks you about the size of your mailing list, before offering your numbers, you can smile and say ‘Does size really matter?’ As long as you are in business to make a difference, offer high value and deliver a quality product or service, your tribe will find you, and then they’ll tell two friends, and they’ll tell two friends, and so on, and so on… (thank you Faberge Organics Shampoo- yes, I am dating myself with that one).