Around three years ago I was at a marketing seminar in a very posh London hotel.
No, it was much more posh than that.
They had a doorman at the front and you felt as though you shouldn't touch anything.
Anyway, one of the keynote speakers came out with one line which really resonated with me.
"Your email database," he began, "is the most valuable asset in your business."
Think about that for a moment.
Not your stock.
Not your equipment.
Not even your staff.
A list of people who have given you their authority to send them an email.
That was his take on the number one business asset for any business.
Yes, any business. His business. My business. Most importantly, your business.
Up until this point I'd not really cared much for email.
I mean sure I sent them every now and then like most people.
Basically whenever I had the time.
Which, being a busy beauty salon owner, was not very often.
Maybe once per month. Maybe less.
So I decided that I'd make a real effort to send more emails and with more regularity.
I started committing to once per month.
Then once every two weeks.
Then once per week.
Then something strange happened.
People started replying to them.
I know that sounds obvious but people hadn't really responded too much up until then.
Then those replies started turning into people coming into my business.
To actually buy stuff!
It was then that I realised I'd been missing a trick all along. I'd not really made much of an effort to collect email addresses any more than I'd made an effort to send the emails.
I don't even know why I hadn't.
Probably because email was so easy (and cheap) to do I overlooked the power which it harnessed.
Not any more!
Fast forward to today and I've an email list of nearly 9,000 mostly local ladies.
They look forward to my emails every week.
They also book treatments with my girls and buy products from me.
Every time I send an email.
Just think about that for a moment. No, really think about it. It's easy to overlook the simplicity of what I'm saying.
Now I use email to fill not one or two but up to seven diary columns for my girls.
It costs me next to nothing but brings me huge volumes of business.
Do I have your attention yet?!
If you've not taken email seriously up until now then I have some wonderful news for you!
There is so much untapped potential in your business you'll look back on today in years to come and wonder why you left it so long!
I want to show you the power of email, how it can help your business and give you a formula for success - the exact formula I've used to help grow my business.