How To Get More Out Of Your Marketing
by Joe Francis, MBA, Principal Consultant

Many businesses ask me "how long should I wait before my marketing begins to get results?" The true answer may surprise you. . .

It's not a difficult question, yet if it were so simple to answer every small business today would have an endless stream of customers.
  • Maybe yours does; so how do you keep it going?
  • Or maybe it doesn't; so how do you make it better?
Whenever you start a marketing tactic, whether it is advertising, a sales letter, a postcard, or something else – the hardest part of marketing is the waiting.  (Isn't there a song about this?)

Here are three points that you must keep in mind for all of your marketing tactics.  Keep these points and you will . . .

Win with marketing.

Point One.  Make certain what you are doing is part of your overall marketing strategy. (What you are doing are things like lead generation.)  Keep from the temptation of simply just trying 'this and that' because it seemed like a good idea.  You can always add to your strategy, but do not subtract from it.  That is . . .

Stick to your plan.  Which moves us to the second point.

Point Two.  Expect lower results until your efforts become better known.  This little nugget goes beyond the cities or industries where you do business.  I am speaking of the individual people.

If you are selling to consumers who are of a certain age living in a specific zip code, these people, not just the segment, must know you – trust you – before they buy.  The same goes for business to business customers.  (This is also why you measure your trust with customer satisfaction surveys.)

So how do they get to know you and trust you?

Here's how . . .

Point Three.  Plan to stay in front of your prospects four to eight exposures, on average, per marketing tactic.  This simply means if you are conducting a direct mail campaign, you need to count on at least four mailings.  Measure your results based on the four mailings, not just one mailing at a time.

Another general rule should be taken into consideration.  The more competition your tactic has against other marketing messages, the more exposures will be needed to cut through the clutter.

For example . . .

Four mailings which include only your information in each mailing may suffice for a good response.

But four mailings that are part of an advertising package (e.g. multiple advertisements within an envelope, part of a magazine or web page) will take more exposures to get a good response.

The lesson of this last point?  Stop giving up too soon!

Good Marketing To You!
- Joe

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