As a fan (and enthusiastic proponent) of direct mail I’m familiar with the power of staying in front of your audience.
The more times your brand is exposed to a potential client the more likely you are to land a sale. Credit Card companies know this and mail you info REPEATEDLY. This also explains why you see a dozen Geico commercials each day on T.V.
Key Stats To Remember
No matter how you approach spreading the word about your business (flyers, door to door, direct mail, networking and all other forms) keeping your brands message in front of people pays dividends. Consider the following statistics from the National Association of Sales Professionals:
- 2% of sales are made on the first contact
- 3% of sales are made on the second contact
- 5% of sales are made on the third contact
- 10% of sales are made on the fourth contact
- 80% of sales are made on the fifth to twelfth contact
As you can see the majority of sales come after repeated exposure to your brands message. Doing a “one and done” is simply NOT ENOUGH. You have to keep plugging away at your target market with a solid and well thought out plan and the results will come.
I’ll wrap this up by saying that this approach paid off for me in my business back when I was first getting started and trying to grow my account base. I carefully thought out WHO WAS MY IDEAL CUSTOMER then I found a way to get some marketing materials in front of them (whether that was direct mail, flyers or ME in some way shape or form). Don’t give up!
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Hi Tom, I like the tips you send all the time on marketing. When using the direct mail approach, how often do you think I should contact the same people. Is there a certain length of time in between mailings I should go by? Do I have to send them different information each time, or can I get away with sending them the same sales letter and other types of information? Printing can get to be an expensive thing also. What worked the best for you?
Hi Gary! I mailed about every 6 weeks. I never heard of any set period of time. I just copied the Credit Card Companies. They mailed to me about that often at times. I would mix it up at times and extent it to 10 weeks as well. Generally I sent them my BEST one twice in a row, then I went with others if no response. The end goal is to just “stay in front of them”.