Let’s get started by dusting off the old dictionary,
and getting the definition of...
Here’s what Dictionary.com says.
As an adjective, persistence is defined as being persisting. Especially in spite of opposition, obstacles or discouragement. As in, “a most persistent young man”.
Or, lasting or enduring tenaciously. As in, “the persistent aroma of verbena”.
Or, constantly repeated or continued. As in, “a persistent noise”.
The Long Haul
Obviously, we’re trying to drive home the point that in today’s marketing and advertising game, you have to have persistency. Being in the game for the “long haul”, has to be apparent and up front, in order for any marketing plan to work.
That’s the persistency we’re talking about. You can’t decide, “Well, I’ll try this a couple of times. If it doesn’t work, I’ll move on to something else.” This is not the way to successfully market and advertise your business.
In our 16 year history of doing Speciality Marketing Consulting for our clients, we’ve seen clients start getting results in the first few weeks. We’ve also seen clients that stayed with it for over a year and a half, before seeing results. Each business is unique, and they each carry different priorities. However, there is one common thread...
Here’s a great quick story....
We brought on a new client last week. We had a phenomenal phone interview. It was chuck full of facts and figures, and gave us a pretty good idea on which direction he wanted to take his business. It also gave us a working retrospect of his personality. After all, if we’re writing copy for “his” sales letter, we’d like to write it with “his” personality in mind.
At the end of our conversation, we advised him to be sure that his follow up letter is ready to go out, 10 days after the initial mailing.
There was about 10 seconds of silence. Finally, he said, “Follow up letter?”
Persistence. Follow up is one of the most overlooked areas in the world of lead generation. Even the best copywriters in the world swear by this. FYI...they get anywhere from $1200 to $1500 per page.
Let’s just say you decide to send a “Sales Letter” to 100 hot prospects. We’re talking legitimate, pre-qualified prospects. Not the $4 list of 5,000 names from the yellow pages.
After 10 days, you send the exact same letter, with some slight verbiage changes, to anyone who has not responded to your first mailing.
10 days after that you send your third mailing. Once again, that same single page “Sales Letter”, (which by the way, you only paid for once), with some verbiage change and maybe a new hook. Something with a feel of finality.
RED FLAG AREA!
DO NOT PROCEED BEFORE READING.
Two strict rules...
Rule #1. Never turn being persistent..... into being a pest!
Rule #2. See rule #1.
You have to be persistent in a way that is pleasing, or rewarding to your target market. Never become a pest, or a bother. One of the more successful sales tools that we like to place in our clients marketing and advertising arsenal is...
Let’s stay with our new client scenario. He was extremely impressed with the marketing strategy we laid out for him. He now fully understands where all this is going. He’s prepared to start sending a monthly newsletter to the same 100 hot prospects. Every month his newsletter will be on someone’s desk at that prospects business.
That Newsletter is going to be exactly that. It will not be all about our clients business. It will contain articles about the prospects field of interests. It may even have someone’s Grandmothers secret Chocolate Chip Cookie recipe.
It will have very little to do with what your trying to sell to them. It will be all about building a rapport, with a possible new customer or client. You accomplish this by making it “all about them”.
Using the right tools... Targeting the right audience...
Being in it for the long haul...
That’s when you’ll be...
Into Pay Dirt...
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