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Good lists of current and prospective customers are one of the differentiating variables between success and failure in our business. I’m always struck when large companies spend millions on broadcast advertising, but have not spent a few thousand dollars building their lists of customers for direct communication. Similarly, for all the social media and text ad investment of smaller companies, their focus on creating lists of prospective buyers is often non-existent.

This is not a new technique in marketing, it’s just one that happens to be wildly underutilized. If you have one, you can communicate with tens of thousands (or hundreds of thousands, or millions) of customers directly and affordably. It’s incredibly easy to build a good list, and incredibly affordable.

So, are you creating lists of your own customers as well as customers of your competition?

I help consumer electronics companies dramatically increase sales through powerful marketing. My clients include TiVo, Logitech, Sony and Pandigital. See my Web site for details my work.

My new book is called Evangelist Marketing. It’s 288 pages on topics like this one.

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