Repetition: What You Need to Know About Marketing Success

Repetition: What You Need to Know About Marketing Success
Are you stopping before you get the results that will
revolutionize your business?

Building one postcard upon the last creates a haven for
your customers. It builds their interest in your business
until they're ready to buy. This is the true power of a
marketing campaign--one postcard
enriches previous cards until they crescendo into a
marketing campaign.

The key to most success is persistence, and marketing is no
different. If you want your business to be successful, you
must market continuously.

* Golden Nugget #1: The marketplace is noisy. The average
American is exposed to more than 5,000 marketing messages a
day (Yankelovich, Inc.). This makes repetition
crucial--your audience will hardly notice your message the
first time you send it.

* Golden Nugget #2: Repetition delivers sales. Successive
postcard mailings deliver nearly twice the response of the
first card. If your first mailing results in 30 sales, 60
or more may result from a subsequent mailing. That makes
repeated mailings smart budgeting.

* Golden Nugget #3: Someone's not ready. Sending more than
one postcard to the same audience increases your chances of
catching people when they need what you're offering. Most
of the time, no response from a prospect means "no for
now." Mail to that list again and you'll find new buyers.

* Golden Nugget #4: Don't stop mailing too soon. Experts
advise mailing to a list at least three times before
calling it a dud. As long as you're getting a high ROI,
there's no reason to stop mailing to that list.

* Golden Nugget #5: Building trust takes time. People need
time to start to trust you. Successful marketing relies on
the KLT factor--Know, Like, Trust. Reach out to the same
list and build that KLT factor over time.

Allow your campaign to grow over time. Patiently build that
KLT factor for your list. Each additional postcard will
bring in profits, and by the time you've come to the end of
your marketing campaign, your ROI will be considerably
higher.

Now that you're committed to repetition, how often should
you mail? Experts suggest sending postcards every 4 to 6
weeks to keep your business "top of mind." This top-of-mind
placement will translate into more sales.

If every 4-6 weeks is too often, mail at least 4 to 6 times
a year. That will keep your message front and center and
help you leverage each mailing into greater profits.

Mailing less frequently works, of course, but mailing more
often lets each postcard build on the last, leading to
exponential returns on your investment.

Ultimately, repetition is the golden nugget that makes the
difference between a successful postcard and a postcard
that brings a BOOM! of business through the doors.

----------------------------------------------------
Ken Daniells helps business owners and organizations to
increase income and profits using practical, but often
overlooked marketing basics. He is the founder of BOOM!
Ink, a marketing company dedicated to helping small
business owners market effectively and grow. For more free
articles, tips and advice, visit http://www.boomink.com.