Once is not enough

There is a gospel rule of marketing that amateurs ignore…Giving up too soon.

What am I talking about?  There has been study after study showing how many times you need to touch or contact a prospect client or lead to get them to buy. I’ve seen the numbers 8 times, 12 times, even 21 times thrown around.  One number I’ve never seen thrown around is… 1 time.

People are bombarded with messages about buying one thing or another. Prospects have learned to ignore those messages. In order to grab and hold a prospects attention a lead has to be credible.  What is one of the best ways to create credibility?  Through consistency.

Your message must hit them more than once.  You must show them that you are consistent with your message.  That does not mean that your advertising pieces will be identical, it just means that their message to your prospects and leads will be consistent.

One of them most effective direct mail sequences I have ever seen was one that consisted of 10 sequential mailings to a targeted prospective customer list.  It last just under a year. It consisted of birthday cards, Holiday greeting cards, newsletters, special offerings, emails and phone calls.

The strongest of these tools were the newsletter.  Newsletters work for everyone.  I have seen people use them to bring doctors and dentists to the table.  I have seen hotels use them to boost their repeat business significantly.  I have seen them used by financial advisors to replace almost all of their other marketing.  Newsletters are the perfect way to introduce yourself, share your philosophy of doing business and creating relationships.

Another method that is almost completely ignore today is the simple thank you card.  Make sure you have at least 5 on your desk on every Monday and that there are none left by Friday.  Send them to clients, vendors and acquaintances. You will be surprised by what it renders.

Try telling a story through your direct mail.  Get the reader involved.  Make them interested.  This is a great way to get your current customers and clients to spend more, upgrade or refer their friends to you.

There are lots of clever ways to put a sequential mailing together but there is really only one rule that must be followed.  Once is not enough.

About Mike Kaselnak

Michael Kaselnak is considered one of the top marketing and sales experts in the financial services industry. He has personally mentored over 300 financial advisors in the past 10 years. These financial advisors saw their average production increase by 62%. Many saw increases of over 300 percent. He writes articles that have appeared in many mainstream magazines and has written the popular report 300 Financial Headlines that sell.
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