Of course, we all would love to have instant results with any marketing strategy we implement. Actually, that’s what we call “making a sale.”
Marketing is really that stuff you do on a consistent basis that keeps your name in front of prospects all the time. That way, when they’re ready to buy what you’re selling, they’ll buy it from you and not from someone else.
So marketing is one of those things that you have to keep doing over and over and over. Since you never know when someone will be ready to buy, if they aren’t thinking of you when they’re ready, then you won’t likely get the sale.
The real key to marketing effectively is consistency and the best way to do consistent marketing is to have a plan in place and then work that plan.
But then, even with a plan, most folks don’t allow a marketing strategy enough time to work.
I recently worked with a client who hired me to help them get their marketing in order. This client readily admitted that he had never stuck with any marketing strategy beyond one or two tries.
They were sending out letters to previous patients to invite them back to their office and I helped them rewrite the first letter and they did a mailing. They were mailing to several hundred previous patients and they got a response from only one. My client immediately decided the letter campaign was a complete failure and did not mail again. They tried other strategies once with lackluster response and did not try them again.
The lesson to be learned here is that a single campaign — whether by email or by regular postal direct mail — will rarely work all by itself. You must make the commitment to follow through and repeat a mailing or a promotion multiple times.
If the campaign is not working, you might try changing one thing such as the headline or the offer — never both at the same time — to see if that change makes a difference in the response, but the key of course is for your prospects to see your message many times. And if they are seeing your message in several different channels — ezine, letters, postcards, special announcements, etc. — you can reach through the clutter even faster.
The truth of the matter is that people have very short attention spans and they are being bombarded with literally thousands of marketing messages every single day from thousands of sources. Your message is mixed in with all the others, and the only way to break through that clutter is to mail (or email) and touch the prospect multiple times.
Or do something so unusual that it grabs your prospects attention out of everything else calling out to them.© Copyright 2009 Marty Marsh