Would you blow your entire annual marketing budget on just one ad to run once during the Superbowl?

Of course you wouldn't. You know that people seeing your message just once wouldn't be enough.

Then why do we tend to spend our time and dollars on single-shot marketing, rather than repeated messages?

The answer is... most folks just don't know any better. Or, perhaps it seems boring to repeat your message over and over and over and over.

But the truth is, your fortune is in the follow up!

This past weekend I went to hear direct marketing master Bill Glazer (my marketing mentor who runs Glazer-Kennedy Inner Circle (along with Dan Kennedy) speak at a conference here in Los Angeles. During his talk, he shared with the audience how he spent the last few decades of his life running Baltimore's #1 retail men's clothing store, Gage Menswear, along with his late father.

Bill talked about one of his first direct mail campaigns, and how during the planning stages he announced to his dad that they were going to mail a special promotional offer to the same list not once, not twice, but three times. His father was appalled and yelled at Bill that he was crazy and was wasting their money!

Bill persisted and mailed all three pieces of the campaign. Well, their results revealed that mailing the exact same offer three times not only increased their response, it DOUBLED their response! Pop was floored, and he sure was delighted with the flurry of sales that came in. From that point on he also trusted Bill with their marketing dollars.

Why does repeating your message work? 

It's simple... people are inundated with messages every day. Last statistic I heard was each of us sees over 3,700 distinct messages a day! That means you need to repeat yourself over and over if you're going to break through the clutter, actually get their attention, get them to read or listen AND get them to respond.

Your assignment is to now look at all areas of your marketing and advertising in your business, and see where you need to add some follow up.

Some quick places to look at:

Your Ezines - Are you publishing your ezine enough? Once a month just doesn't cut it anymore. You should be reaching out and "touching" your prospects and customers at least once a week, if not more. (If you're running out of ideas or you're not sure how to do this without bugging folks, my ezine system takes care of that for you!)

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