The value of repetition

When it comes to marketing, most individuals think there is one magic elixir that brings results. This one postcard, this one ad, this one brochure... and it's just not true. There have been times when one of these mediums can produce better results than normal, such as an ad in the newspaper for an event for a retail business - those usually work well as a one time "marketing" activity. For everything else, you need to understand the value of repetition.

With any good campaign, as with any good sales approach, repetition will improve your results. Typically, a direct mail campaign consists of at least three consecutive 'hits' or 'drops' of your piece. Each builds on the other and ultimately delivers an integrated message about what you do/offer. When you are reaching out to people who do not know you, a longer approach is necessary. I typically like to plan out at least six touches within a year for a campaign (this doesn't include your other marketing efforts, just your direct mail portion of marketing). You can mix in your other marketing materials as the new prospects allow you to add them to your database. You'll eventually reach these individuals a minimum of 12 times each year.

This same repetitive approach works for those long lost clients you want to reconnect with. Make a plan to get back in front of them and repeat. Repeat. Repeat. Repeat!

Keep in mind people buy on their time and based on their needs. Some will buy immediately, and some may take a year or more depending on the complexity of the purchase. Your consistency and repeated contact will help you build a system that increases your odds of your name making the top of their list when they DO decide to make their purchase.