When planning what kind of advertising you will be doing, don’t plan on doing it just once! You must do it multiple times. When you use direct mail, don’t send out post cards, flyer or sales letter just once.
Send another mailing to the same group 3-4 weeks later and then a 3rd 3-4 weeks after that. The reason is that the 1st time around, most people that you mailed to might not see a need or be ready to take action, or the message might not even register in their minds.
Things happen in people’s lives, and change happens. By the time your next mailing arrives, they might now need you, your product or service.
What I hate hearing from people is: “We’ll try it once and see how it does and then we might do more.” The other one is: “We have just enough money to do one; so let’s see how it does.”
The problems are 1) you’re looking at it as an expense vs. an investment, and 2) you’re taking a shortsighted approach. You have to look at this as the start of a long-term relationship.
Budget small mailings if you need to, to plan for multiple contacts.
From now on, before you send your first piece out, plan for your follow-up piece as well. Chet Holmes, author of “The Ultimate Sales Machine” plans out 11-18 follow-up steps and gets a response rate of 90%.
To learn more low- or no-cost ways to market your business, just contact me at tfc@freedcom.com or call 817-282-0443.
Get the word out about your business NOW!
Till next week – Great Things Happen, But You Have To Take Action
Phil
The Freedman Co.
That’s the thinking of a craeitve mind
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