They will swap with anybody, regardless of the quality of swipe, quality of squeeze page, and quality of product being offered on the squeeze page. Targeting is not in their vocabulary. One email will be for an SEO plugin, the next for a freebie course that teaches how to win the lottery.
I asked one partner how many sales he was getting from his 200,000 subscriber list. He said he doesn't try anymore, because the list only wants freebies. Instead, he sends ten to fifteen swaps a day, so he can sell solo ads to other marketers for $500 a pop. I asked what value a solo ad buyer would get from subscribers that are trained not to buy anything. He said, "You could build your list and sell solo ads."
I'm not saying list swapping and solo ad buying is all bad. What I am saying is you need to kiss a lot of frogs to find your prince.... and you need to treat your subscribers differently.
If you are building your lists with swaps and solos, your goal should not be to build a list and sell solo mailings. Your goal should be to provide value to your subscribers and eventually get them to give you money in exchange for solving their problem. That is the goal of info-marketing. Anybody that tells you different is wrong.
A few tips...
* Don't blindly copy and paste swipe copy from a swap partner. Only swap with partners who have offers for the same sub-niche as you. A targeted list is always better than a list of spaghetti thrown on a wall.
* Volume does not equal quality. Do not email swaps to your subscribers all day long. One swap a day is almost too much, but no matter how many swaps you send, you must also attempt to sell. Remember, you are in business and your goal is to solve problems and get paid for it.
* Give value to your new subscribers, but don't listen to gurus that tell you the only way to give value is to give something away for free. There is value in product reviews and offers for useful paid products. If you train subscribers that everything they need is free, they will never want to actually buy anything. Also, if you give away a bunch of crappy PLR products, they will think you are full of crap. If your freebies are crap, they can only assume what you are selling is crap too.
* Quickly move a buyer off of your swap list and onto your buyer list. Once they are on your buyer list, treat them with kit gloves. Do not insult a paying customer by bombarding them with crappy freebie offers all day long. This only hurts your bottom line.
* Do not think of your subscribers as a commodity. They are actual people trying to learn something. Teach them what they came to you for in the first place. Teach them with content, reviews, or simply buy telling them what is available for sale and why they would want or need that product. Solve their problem, don't add to it.
* Stay away from anybody that tries to teach you to build lists just for the sake of selling solo ads. These people are bad for the industry and they will pollute you. Stay pure and make money the honest way of info-marketing, which is by helping people solve problems.
Anything to add? Do you agree or disagree? I want to to hear your thoughts.