How To Make Your Marketing Work
Ever been late in paying your bills? Yep, me too.
If you’re late long enough, at some point you start getting those nice letters from the collection agency.
First, you get a letter with the typical request to pay your debt; you’re urged to ‘govern yourself accordingly.’(I never understood what that meant.)
If you don’t respond, a second letter arrives in the form of a ‘friendly reminder.’
Keep ignoring them and things begin to get ugly. A third letter arrives with that big, red ‘Final Notice!’ stamped on it.
Those are called sequential mailings. They are based on a principle called ‘repetition for emphasis.’ If something is important, it gets repeated more than one time. Not verbatim, but it’s restated in a slightly different way multiple times.
Sequential mailings work for collection agencies. And they’re just as effective for entrepreneurs.
It’s the key to making your marketing work.
“You can’t advertise today and quit tomorrow. You’re not talking to a mass meeting. You’re talking to a parade.”
So said Bruce Barton, a founder of advertising giant BBDO.
Bruce’s point? Repetition is critical.
No single ad will ever bring in enough customers to keep a business thriving and successful.
In fact it’s been proven repeatedly most consumers will not respond to a marketing piece until at least the seventh exposure.
This is why sequential mailings are so effective.
And it’s the same principle that makes company newsletters work.
Sending a newsletter once or twice a year doesn’t keep you in your client’s awareness path. Even sending a quarterly newsletter is unproductive.
You have to consistently and regularly mail a monthly company newsletter. It’s called relationship marketing.
I’m not being self-serving here, folks. This is how marketing that works… uh, works.
Newsletter marketing isn’t a sprint. It’s a cross country race. You’re in for the long haul.
Just keep it friendly, not ugly.
BTW: If you didn’t see yesterday’s email, click here to check out the April Exceptional Living client newsletter.
We want to be your newsletter publishers.
- David Gruttadaurio
“The Print Newsletter Expert”
Copyright 2010
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