Single-step, one-shot, marketing campaigns don’t work on today’s prospects.
With the average consumer being bombarded by more than 35,000 marketing messages a day, is it any wonder 99% of them don’t register so much as a blip on your prospects’ mental radars?
Probably not. Why? Because when you rely on single-step campaigns like the ones described below, you rely on chance and luck. Two baskets I certainly wouldn’t want to put my marketing dollars in!
What does a single-step marketing campaign look like?
- Sending out a one-time neighborhood flyer, telling people about a
neighbor’s home that has just been sold by you
- Running a one-time ad in a local paper advertising your services
- Doing a single postcard mailing to thousands of homes
- Distributing door-hangers throughout a neighborhood once a year
Even if you send out these flyers, ads, postcards, door hangers and so on more than once, it has the same effect as a single-step marketing campaign.
Because you haven’t made the effort to connect with your prospect! In their eyes, you just keep sending them trash.
But when you rely on reaching the prospect over and over again through various mediums and with different messages, when you begin to develop familiarity, then liking, and finally trust—you’ve created more than a client, you’ve created a relationship.
So how do you do that in your business? By taking it one step at a time! By marketing in bite-size chunks so your prospects are responding to what is easy and non-threatening…allowing them to get comfortable with you and the decision they need to make by taking it one step at a time.
As an example, let’s say you run this ad:
“Tired Of Dirty Carpets?”
If so, call Toll Free 1-800-XXX-XXXX for a FREE 24hour recorded message to get a copy of an amazing report that reveals the secrets of how to keep your carpets clean all the time. Discover what carpet cleaners won’t tell you!”
When you run that ad in the paper, what is the purpose? Is the purpose of that ad to sell a product? Is the purpose of that ad to secure an appointment for a presentation?
No! The purpose of that ad is one thing only – to get people to call your toll-free number and listen to the recorded message! Now when prospects call the toll-free number and listen to the message, what’s the purpose there? Is the purpose of the message to make a sale or get a client? No! Again, the purpose of the message is only to get people to leave their names and addresses.
Once prospects leave their names and addresses, and we get their phone number through the Caller ID, what is the purpose of the follow-up that we do on the phone and with a free special report?
Is it to sell? Is it to get prospects to hire you? No! The purpose of sending a report is to get them familiar with what you have to offer, to educate them and to answer the questions they have.
You see, the bottom line is people are afraid of salespeople. The old single-step marketing, shove-it-in-their-face, approach no longer works. To get prospects interested in doing business with you, repeatedly, you have to take it slow and easy! Remember the sale is a process not an event.
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