So you have maybe heard it before… “The money is in the list” however, not only is this NOT true, its causes people to scratch their heads wondering if this entire list building deal is a sham when things don't work for them.

Thats right. The money is most definitely NOT in the list and anybody that says otherwise is either not being truthful, or they just don't know any better.

A list is either just a list of names of contacts you have in order to expose them to a business opportunity, an affiliate product, or even a service you might provide.

This list can be generated by either online means, or through your personal interaction with people at live events, or just daily life.

Your list is something you constantly build each day and grow it as you go.

But, you might be thinking…

“So if the money is NOT in the list, where is it then?”

Its in the relationship you have with your list. Thats where the money is and that is where it will always be. PERIOD!

Is there power in having a list? Of course, without question. The leverage in having a huge database of people to communicate with is enormously powerful, and its what has caused tons of people online as well as offline to succeed in building their brand and their empires.

But just having a list in and of itself doesn't guarantee success.

There are fundamental skills and habits of learning to communicate with people that will never go away EVER, no matter how advanced technology gets.

I have seen over and over in my marketing career people with small lists outperform people with huge lists simply based on the relationship they have with their subscribers and the people that follow them.

I have been in all kinds of business over the years from corporate sales, to home business, to online business, and the key and common factor to all of them that succeed is RELATIONSHIPS at the very core.

Even the leaders in any home business build relationships with other leaders to expand their brand, increase their reach, and maximize their influence.

Even the biggest affiliate marketers online leverage the relationships with other top marketers to sell product through JV partnerships.


Because they understand the value of relationship building and the trust that can be created. Thats why its called networking. 🙂

You see, every single contact you make wether it be just an email address, or any information really is just permission to communicate with them. The premise of whether they buy something from you or not will always be based on the fact of wether they know, like, and trust you.

Just think to yourself for a second and use your simple logic.

Does just having followers on twitter = money?

Or better yet, does the fact that you have 3000 friends on Facebook mean you will make money?

How about the fact that you know at least 100 people personally, does that mean you will make money from them?

The answer is a big fat NO!

If you want to make money with an email list, twitter followers, Facebook friends, or even your personal network, there must be a level of trust you build where people feel comfortable doing business with you.

The premise of human psychology never changes and while I am huge lover of internet marketing strategies to build my business because of the leverage it provides, I also understand the value of relationships and human connection in my business.

The Internet is a Tool, its a Tool to Help Connect You With More People Faster. Thats it! Nothing More, Nothing Less!

So now you might be thinking…

“Ok, I get it. So how do I start to build a relationship with my list?”

Thats a great question, and here is the most simplistic answer I can give you….. talk and get to know people. Thats right. Find out what the needs of people in their business and work to fill those needs by opening some dialog with them.

Encourage people to connect with you on Facebook, or email you back, and then get with them and help them find what they are looking to achieve and match up your products of opportunity with it?

Not that hard is it?

I will share more in upcoming blog posts about how to build more a relationship with your list. In the meantime, read these two books and you will be off on a good start. How To Win Friends and Influence People by Dale Carnegie, and Winning With People by John C. Maxwell.

These two books have defined my ability to connect and build trust with people over the years, and I am always recommending them to people.

So I just want to make sure I clarify something on this post….

I am not saying that lead generation is not important, quite contrary actually. I believe that you can work on both concurrently.

You see, building a list and generating leads as far as I am concerned is the lifeblood of your business. But building relationships, and learning the essence of human interaction leads to conversions and life long business partnerships.

Here is little bit more about this in the video below.

Also, on my morning wake up call this morning, I also shared on this topic a bit. You can listen below.


If you are not able to make my live calls, you can subscribe to the podcast for free and listen whenever you like from your phone. You can access the iTunes podcast here. If you are on Android, go here.

Would you like to work with me personally? Go here, fill out the application and I will call you to see how we can make it happen.

    17 replies to "Why The Phrase “The Money Is In The List” Is The Biggest Lie In Marketing"

    • Monica Delgado

      Right on Mark, I always believed Relationships was where it was at, we are in the People Business, where it all begins so Awesome Post my friend!

    • Nate Daniels

      People follow and connect with other people, not products or services. Love the message and have been saying this for years.

    • Mark Harbert

      Thanks Monica, you rock!!!

    • Mark Harbert

      AWesome Nate, glad you enjoyed it bud. 😉

    • Jeremy Chamberlain

      hmmm, so an investment in a relationship is like an investment in your business?

    • Karen Anderson

      Love your message on this one, Mark. But, then again, I just get a lot from all your content!

    • Burle Bowling

      You hit the nail on the head, Mark.
      Keep up the good work!

    • Jessica Daniels

      Exactly Mark! Couldn't agree more, the marriage of building a list, then building a relationship with that list is where it's at! Great content, always always! <3

    • Mark Harbert

      You rock Karen. 🙂

    • Mark Harbert

      Yes sir. Gotta love that. 😉

    • Mark Harbert

      Thank you. 😉

    • Mark Harbert

      Thanks bud. Appreciate the comment.

    • Chris Spriggs

      Great points there Mark, you wouldn't ask a person to Marry you on first date without building a relationship !!!!

    • Amelia Johnson

      You are real, Mark and so are your relationships!

    • Mark Harbert

      Thanks Amelia, you rock. 🙂

    • Mark Harbert

      Exactly Chris, great point. 🙂

    • Why The Phrase “The Money Is In The List” Is The Biggest Lie In Marketing, Whether you think you can or you think you can’t, you’re right.

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