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Most business owners are a bunch of impatient souls.
How so?
Well, from my experience, most Business owners who decide to run some sort of advertising and marketing campaign, unbeknownst to them, do everything possible to block themselves from ever getting rich.
Let me explain that:
See, planning a marketing campaign takes time, energy and money. So why then is what many employers opt for a one-shot approach? What next? somehow, magically, expect an avalanche of business, while at the same time, put their feet up.
Scandal!
The key here is that marketing shot? rarely worth it. The reason that there are too many variables that may impede the message reaches its target.
Things like the letter or email, failed because of problems with sending or e-mail filter program blocking the messages. Or, the message arrived, but was kept aside to meet the increasingly desirable. Or, the recipient was not interested and simply dismissed it as another piece of irrelevant information.
The way to get a promotion alive and responsive, best illustrated by a promotion which appeared in all places? local government.
A friend of mine uses a simple process to attract the head of the local school teachers to a seminar, all on modern foreign languages.
A list of local managers were sent a message to do with attending the seminar.
Of the 70 on the list of targets, 5 responded within the first tentative timeline. Another email was sent to those who completed a questionnaire but did not send in your reservation form. Another 4 responded. The next step in the sequence of telephone marketing was all the directors who had neither answered the questionnaire, or the booking form.
Another 4 more teachers responded.
Then an approach of direct contact with the head teacher took them by phone. And, to create even greater impact, a senior executive of the Local Education Authority was called by phone to the heads of 10 schools.
Another 5 had responded positively to that message.
A fax was sent to some school principals were not available at the stage of round phone. Another 2 responded.
In terms of total, 20 managers signed their name to attend this seminar, given by the feedback is fantastic!
Now, what can we learn from this is that if we are satisfied by sending an email to draw attention and interest of the target audience, what really killed the promotion would dry.
But because of the power of sequence, repetition, varied media and third party support, the seminar is aimed at an unprecedented success.
So? I hope you realize the particular industry that this strategy is used in marketing!
So let me ask, how many times in his business has stopped short of sending more than a single message for a particular product or service? Could have added a few more steps in your marketing funnel should be compensated more profit for your investment?
If you can avoid it, never use a mail shot.
About the Author:
Nick James is a UK based direct marketer and product developer. During the last 5 years Nick has sold in excess of
Article Source: ArticlesBase.com – The Awesome Marketing Power of Sequence, Repetition and Multiple Media
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