Best Emails of 2013

Your customer database should be your most valued asset. You can slice it and dice it in a million ways (maybe even a million and one), but there, sadly, is one part of it–a part that often sits there, glowing brightly like a neon sign on a roadside motel–that most people flat-out ignore.

We're talking about people who know you, but who aren't looking to buy from you right now.

There are all kinds of people who fall into this group. Your family, your friends, past customers, folks from the PTA or your kid's soccer team, your referral partners -- all of those people who, at one time or another, made up a valuable part of your business.

Guess what? They're STILL a valuable part of your business.

Just because they're not interested in buying something right now doesn't mean they won't be ready tomorrow or next week or next year. These people are all future customers and, even more importantly, they are the word of mouth for your business.

Here's the problem: if you're constantly talking shop to them, they will, at the very least grow weary of hearing it ("Oh great, more market statistics." ::YAWN::) and, at worst, feel like you're only interested in them as far as they can line your pockets. That's no good.

Psst! There's a way to handle this.