One of the biggest marketing opportunities is to create a continuous parade of marketing messages for your prospects and clients.
So often we make the mistake of sending out our best well crafted message one time and assume that is all we can do.
Think about how wrong that thinking is in your own experience.
How many times have you purchased something based on upon seeing the ad only once?
How many times did it take seeing the message over and over again before you bought?
That same experience is true of your target market as well.
Steady Stream of Messages
I attended a marketing seminar a number of years ago. There were 750 marketers attending this seminar. Each person had paid $5,000. The seminar organizer asked everyone to stand.
Then he asked everyone to sit down who had responded to his first email. A few people sat down. Then he asked those to sit down you who had responded to his second email. This went on until he had said 8th email.
He said, now take a look around the room and see how many people would not have come to this seminar had I not kept sending messages. Over half of the people were still standing.
It was a great marketing principle dramatically demonstrated. He would have made less than $1.75 million instead of making over $3.5 million had he stopped.
The Explanation Is Simple
When a person receives an email, gets a phone call or receives direct mail on any specific day, they may be interested but have something they consider more important going on in their life that day. So compared to their doctor’s visit, or their most important client’s presentation, or their vacation that starts the next day…they don’t take any action.
So if you only sent the message once, you would have lost.
But with a steady parade of messages, you’ll end up catching them when “life” is not in the way, or maybe the way you worded it that day, really hits home for them. Or it could be their boss just asked them to “take care of the problem” your product or service solves for them.
Like Fishing
Imagine wanting to become a great fisher. So you buy a brand new fishing boat. In addition you buy the latest fishing rod, best tackle, most sophisticated fish finder, identify the best fishing lake and hire the most successful fishing guide on the lake.
You get up at 4:00am, put the boat in the water and go to the hottest fishing hole on the lake. You cast out your lure, gently real it back to the boat making all the right movements, get it completely reeled in, then quit for the day.
Can you see how silly of an idea it is to not continue to cast?
Can you see how dumb it would be not to try a different lure?
Can you imagine not trying and trying and trying over and over again?
So why do we do that in our marketing program but wouldn’t even consider that when we are fishing?
Things to Consider When Sending Out a Continuous Parade
- Vary the message - at a minimum, change the headline or subject line
- Appeal to the different motivators that draw people to your product
- Vary the media - all of your contacts don’t have to be via email, or direct mail, or phone call
- Get help - knowing what to do doesn’t necessarily mean you know how to do it. A well professionally written message can improve responses by up to 1,600% giving you a lot more return for your marketing expense.
- Begin now - don’t wait until the “perfect time” there will always be a new version, a new product coming soon, a new breakthrough to announce. But if you wait till then to begin, you may not be able to afford those new breakthroughs. Sell what you have today.
If you would like help in planning and implementing your continuous parade call us today at 972-675-1413.