Successful firms do one thing different. Successful entrepreneurs stay in touch with their prospects.

• Each new prospect they convert into a client remains a prospect for another sale.
• And each new prospect they do not convert also remains a prospect for another sale.

The longer the firm keeps in touch with a prospect the easier it is to make that next sale. A prospect is not disposable after use.

This is even more true if you sell a complex or expensive product (or service). Staying in touch lets you share stories about the problems they face. You write about the problems in exquisite detail. You write more about the problems than the answers your firm sells.

The more such stories you share, the more the recipient trusts in your expertise. And the more likely a recipient is to buy from you next time.

And that is what email marketing is. Not the rubbish you get each day from folk who think ABC. (You know, Always Be Closing.)

Email marketing can be complex if you are a pure online play, selling one product at a low margin. But if you're an offline business then email marketing is simple beyond belief.

Email marketing looks complex because you face three main hurdles:

• Where to start? Extracting that first list of email addresses? (Or harvesting them or buying them?)
• What to write? Drafting that first email. The subject, the content, the style, ...?
• What engine to use? Delivering that first effort? Which of the more than 100 superb email delivery apps to choose?

Each of the above is a bigger hurdle than it seems at first. Each demands answers to lots of questions.

That's why most of us never get started. This course strips out those hurdles.