Can you spread your annual marketing budget in one ad to play once during the Superbowl?
Of course not. You know that people who see your message just once will not have enough.
So why do we often spend our time and money on just one ad, instead of repeating messages?
The answer is ... most people do not know better. Or, it may seem boring to repeat your message over and over again.
But the truth is, your treasure is in pursuit!
This past weekend I went to listen to direct marketing director Bill Glazer (my marketing consultant in charge of the Glazer-Kennedy Inner Circle (with Dan Kennedy) speaking at a conference here in Los Angeles. past his life owning Baltimore's # 1 men's clothing store, Gage Menswear, and his late father.
Bill talked about one of his first direct email campaigns, and how during the planning stages he announced to his dad that they would send a special advertising gift to the same list not once, not twice, but three times. His father was amazed and scolded Bill, saying that he was crazy and wasting their money!
Bill went ahead and posted all three pieces of the campaign. However, their results revealed that sending the same gift exactly three times did not just increase their response, TWICE twice their response! Pop was excited, and very excited about the sales that came. From then on she trusted Bill with their sales dollars.
Why duplicate your message? writing newsletters online
It's easy ... people fill up with messages every day. The statistics I last heard are that each of us sees more than 3,700 different messages a day! That means you need to repeat yourself over and over again if you are going to break through the mess, actually get their attention, make them read or listen AND make them respond.
Your assignment now is to look at all the marketing and advertising features in your business, and to see where you need to add tracking.
Some quick places to look:
Your four - Are you publishing your four enough? Once a month it just doesn't stop. You should reach out and "touch" your opportunities with customers at least once a week, if not. (If you run out of ideas or are unsure how to do this without disturbing people, my four-system system does just that!)
Teleseminars and Live Events - If you are promoting events, you will need more than one or two announcements or emails. As a general rule, when I really try to complete a teleseminar (phone seminar) I send at least three emails dedicated to the promotion. For live events, you need a lot of messages, and it's too early. Most of the coaches I know start marketing within six months before any live event they host!
One-on-One Marketing - When you make a cold call or send letters to potential people, how often do you follow? Do not be afraid to drive or send again. I personally finally responded to my request after being contacted several times, and I am glad that the seller has taken the next step.
Advertising - Instead of spraying your budget on a few big ads a year, try playing a smaller ad over and over again! And many publications, both online and offline, will usually give you great discounts for buying more than one ad at a time. (I do this through ads in my four, Straight Shooter Marketing.)
Remember, many marketing professionals who study all of these strategies say that repetition is key. So do not feel that you have to create your own marketing pitch - just saying or posting the same thing over and over again is better than saying or posting it again.
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