Your Fortune is in the Follow up Top

Would you blow your entire annual marketing budget on just one ad to run once during the Superbowl? Of course not. You know that it wouldn't be enough for people who only see your message once. So why do we tend to spend time and money on one-off marketing instead of repeated messages? The answer is... most people just don't know any better. Or maybe you find repeating your message over and over and over and over boring. But the truth is, your fortune is in watching! Last weekend I heard direct marketing master Bill Glazer (my marketing mentor who runs the Glazer-Kennedy Inner Circle (along with Dan Kennedy)) at a conference in Los Angeles. For the last few decades of his  he has run Baltimore's #1 menswear retailer , Gage Menswearalong with his late father. Bill talked about one of his first direct mail campaigns and how he told his father during the planning stages that they were going to send a special promotional offer to the same list not once, not twice, but three times. His father was horrified and yelled at Bill that he was crazy and wasting their money! Bill persisted and mailed all three pieces of the campaign. Their results revealed that sending the exact same offer three times not only increased their response, it IT! Pop was impressed and certainly pleased with the flurry of sales that came. From that point on, he also trusted Bill with their marketing dollars. Why does repeating your message work?  online newsletters It's simple… people are inundated with messages every day. The last statistic I heard was that each of us sees over 3,700 different messages a day! That means you have to repeat yourself over and over again if you're going to break through the clutter, really get their attention, get them to read or listen AND get them to respond. Your job now is to examine all areas of your marketing and advertising in your business and see where additional steps need to be added. A few quick places to check out: Your  - Are you publishing your  enough? Once a month is simply not possible anymore. You should be reaching out and “touching” your prospects and customers at least once a week, if not more. (If you're running out of ideas or not sure how to do this without disturbing people, my  system takes care of that for you!)  and Live Events – When promoting events, you will need a lot more than one or two announcements or emails. Generally, when I'm really trying to fill a (phone seminar), I send out at least three promotional emails. For live broadcasts, you need dozens of messages, well in advance. Most trainers I know start marketing at least six months before any live event they host! One-to-one Marketing - If you call or send letters to potential customers, how many times do you follow up? Don't be afraid to call or email again. I ended up responding to the offer myself after being contacted several times and was glad the seller took the initiative and followed through. Advertising – Instead of blowing your budget on a few large ads a year, try running a smaller ad much more often! Most publications, online and offline, will also usually give you big discounts for buying more than one ad at a . (I do this with ads in my own Straight Shooter Marketing.) Remember, many marketing experts who test all of these strategies say that repetition is the key. So don't even feel like you have to be creative with your marketing - simply saying or sending the same thing over and over again is better than not saying or sending it again.