Once is not enough
Posted May 22, 2007 14:16 by Hoard Client Systems CEO.
About Hoard Client Systems CEO
Hoard Client Systems CEO's affinity for investing and financial matters began more than 20 years ago when he began investing in the stock market through a class in high school. Now, in 2006, he is being looked to for his innovation in altering the efficiency in which financial professionals communicate with clients.
There is a gospel rule of marketing that amateurs ignore…Giving up too soon.
What am I talking about? There has been study after study showing how many times you need to touch or contact a prospect client or lead to get them to buy. I’ve seen the numbers 8 times, 12 times, even 21 times thrown around. One number I’ve never seen thrown around is... 1 time.
People are bombarded with messages about buying one thing or another. Prospects have learned to ignore those messages. In order to grab and hold a prospects attention a lead has to be credible. What is one of the best ways to create credibility? Through consistency.
Your message must hit them more than once. You must show them that you are consistent with your message. That does not mean that your advertising pieces will be identical, it just means that their message to your prospects and leads will be consistent.
One of them most effective direct mail sequences I have ever seen was one that consisted of 10 sequential mailings to a targeted prospective customer list. It last just under a year.
It consisted of birthday cards, Holiday greeting cards, newsletters, special offerings, emails and phone calls.
The strongest of these tools were the newsletter. Newsletters work for everyone. I have seen people use them to bring doctors and dentists to the table. I have seen hotels use them to boost their repeat business significantly. I have seen them used by financial advisors to replace almost all of their other marketing. Newsletters are the perfect way to introduce yourself, share your philosophy of doing business and creating relationships.
Another method that is almost completely ignore today is the simple thank you card. Make sure you have at least 5 on your desk on every Monday and that there are none left by Friday. Send them to clients, vendors and acquaintances. You will be surprised by what it renders.
Try telling a story through your direct mail. Get the reader involved. Make them interested. This is a great way to get your current customers and clients to spend more, upgrade or refer their friends to you.
There are lots of clever ways to put a sequential mailing together but there is really only one rule that must be followed. Once is not enough.
Discuss
Comments
463 days ago Charles N. R. wrote:
Ok. So you spread this out over a year and then what? What if you still don't hear from them.Obviously they are either really sick of you or they just don't have enough time to call you back. Do I just take them off the list for awhile and start up again or drop them all together. What has been your experience?
456 days ago Charles N.R. wrote:
Is that the same 10:1 plan you describe in your blog? Thanks
449 days ago Charles N.R. wrote:
I would like to see it - is it available on your website? Please send me more information on where I can view it. I don't give out my e-mail address on public websites.
462 days ago Hoard Client Systems CEO wrote:
You are right Charles, about 10% will be really sick of you. For the other 90% it is just not the right time or your offer has not struck them as interesting enough to call you. I would not continue sending offers but would instead try to build a relationship with them using a 10:1 ratio. 10 "nice" not sales oriented cards and then send an offer. I actually have a plan set up that worked great for me if you'd like to see it?