Majority of business owners are a bunch of pretty impatient
souls.
How so?
Well, from my experience, most business owners who decide
to run some sort of marketing and advertising campaign,
unbeknown to them, do their utmost to block themselves from
ever getting rich.
Let me explain that:
See, planning a marketing campaign takes time, energy and
money. So why is it then that many business owners opt for
a one-shot-approach? and then? somehow, magically, expect a
rush of business, whilst at the same time, putting their
feet up.
Scandalous!
The key thing here is that one shot marketing? rarely pays
off. The reason for that is there are too many variables
that can hinder the message from reaching its intended
target.
Things like the letter or email, didn't reach because of
postage problems or email filter programmes blocking out
the messages. Or, the message reached but was kept to one
side to respond to at a more convenient time. Or, the
recipient wasn't interested and just dismissed it as
another bit of irrelevant information.
The way to get a promotion alive and responsive, can best
be illustrated by a promotion that ran in of all places?
local government.
A friend of mine used a simple process to attract local
school head-teachers to a seminar, all about modern foreign
languages.
A list of local head teachers were emailed with a message
to do with attending the seminar.
Out of 70 on the target list, 5 responded within the first
provisional time line. Another email was sent to those who
completed a questionnaire but who didn't send in their
booking form. Another 4 responded. The next step in the
marketing sequence was to phone all those head teachers who
had neither replied to the questionnaire, or to the booking
form.
Another 4 more teachers responded.
Then, a direct contact approach to the head teachers was
made by phoning them. And, to create even greater impact, a
senior executive from the local education authority was
used to phone the heads of 10 schools.
Another 5 had responded positively to that message.
A fax was then sent to certain head teachers who were not
available in the phone round stage. Another 2 responded.
In total number terms, 20 head teachers signed their name
to attending this seminar, which by the feedback given, is
fantastic!
Now, what we can learn from the above is that if we were
content with just sending out one email to get the
attention and interest of the target audience, it really
would've killed the promotion dead in its tracks.
But, because of the power of sequence, repetition, varied
media and third party endorsement, the seminar is heading
for an unprecedented success.
And? I hope you'll notice the particular industry that this
marketing strategy was used in!
So let me ask you how many times in your business have you
stopped short in sending more than a single message for a
particular product or service? Could you have added a few
more steps in your marketing funnel that would've netted
you more profit for your investment?
If you can avoid it, never use one shot mail.
----------------------------------------------------
Nick James is a UK based direct marketer and product
developer. During the last 5 years Nick has sold in excess
of £1.6 Million Pounds worth of products and sevices
online. Subscribe to his Free Tip Of The Week email at:
http://www.Nick-James.com
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