Tuesday, March 1, 2011

Listen Up. I’m only going to tell you once…

The masters of marketing say that you have tell prospects what you are going to tell them... then you tell them... and then you remind them of what you told them. In other words, repeat your message.

Repeat Your Message!

So why would you think that one email or one direct mail or one tweet or one text message would be enough? Surely one of anything will pull in some business, but if there were an easy way to multiply your effectiveness wouldn't you want to do it?

You'd be an idiot not to! And yo' Momma didn't raise no idiots. Right?

But if you've read this far you already know how to create this marketing magic.

Need a hint?

Go back and read the first paragraph again. And again.

Got it now? Repeating your message is good marketing.

No, I'm not saying to robotically say the same thing over and over again until you hypnotize your audience into zombie-like group think. I'm saying to use multi-channel marketing. Mix the media, but not the message.

Mix Marketing Media.Need corroboration? Consider this statistical gem: Direct, targeted direct mail, combined with a same-day delivery of an email can boost response rates above 10%.

It starts with direct mail. 98% of consumers retrieve their mail the day it is delivered; and 77% of that 98% sort through it immediately. A great DM piece—well written, well designed, well presented—grabs eyeballs and attention. It probably lands in a "to do" pile, and it probably brings in a 3-8% return.

Now add a little "sweetener" in the form of a complementary email. Same message. Same graphics. Same call to action. Same day. Voila' marketing magic!

OK, usually only 10% of your email recipients open your email, and only about 10% of that 10% click through to your offer. Now that's an itsy bitsy group, but if the email and the DM appear on the same day, they exponentially reinforce each other.

Let me say it one more time:

Mix your media and repeat your message.

Then get out of the way.

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