Would you blow your entire annual marketing budget on just one ad to run once during Superbowl?
Of course, you will not do this. You know that people seeing your message only once will not be enough. You have to show the message again and again.
Then why do we tend to spend our time and dollars on single-shot marketing rather than repeated messaging?
The answer is… most people do not know any better. Or, perhaps it seems boring to repeat your message over and over again.
But the truth is that your fate is in the follow-up!
This past weekend I went straight to listening to marketing master Bill Glazer (my marketing mentor, who runs the Glazer-Kennedy inner circle (with Dan Kennedy)) speaking at a conference in Los Angeles. During his talk, he shared with the audience how he is. For the last few decades of his life, Gaze Menswear was running with his late father, Baltimore's # 1 retail men's clothing store.
Bill talked about one of his first direct mail campaigns, and during the planning stages, he announced to his father that he would receive a special promotional offer not once, not twice, but three times in the mail. Her father is told about Bill and shouts that he is crazy and wasting their money!
Bill continued and matched all three parts of the campaign. Well, their results showed that mailing the same proposal three times not only enhanced their response, but it also reflected their reaction! Pop had swimming, and he was certainly pleased with the haggling of the sale.
Why does repeating your message work? Online newspaper writing
It's simple ... People get inundated with messages every day. The last figure I heard is that each of us sees more than 3,700 different messages every day! This means that if you are going to break through the clutter, you need to repeat yourself over and over again to really get their attention, to get them to read or listen, and to respond to them.
Your assignment is to look at all areas of your marketing and advertising in your business and see that you need to add some followers.
Some quick places to see:
Your easiness - are you publishing enough of your ezine? No cuts are made just once a month. You should "touch" your prospects and customers at least once a week, if not more. (If you are running out of ideas or are not sure how to do this without disturbing people, my ezine system takes care of you!)
Teleseminar and Live Event - When promoting events, you will need more than one or two announcements or mailings. As a general rule, when I'm actually trying to fill a teleseminar (phone seminar), I sent at least three emails for promotion. For a live event, you need dozens of messages and well ahead of time. Most instructors know that they start marketing less than six months before any live event they are hosting!
One-on-one marketing - if you make cold calls or mailouts to prospects, how often are you chasing them? Do not be afraid to call or mail again. After contacting me several times, I myself have responded to an offer, and I am happy that the seller took the initiative to follow it.
Advertising - Instead of blowing your budget on a few big ads every year, try running a small ad over and over again! Also, most publications, both online and offline, will usually give you a big discount if you buy more than one ad at a time. (I do this with advertisements for my eGen, Straight Shooter Marketing.)
Remember, many marketing experts who have tested all these strategies say that repetition is important. So don't even feel that you have to be creative with your marketing - it's better to say the same thing over and over again or not to say it or reconcile it.
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