Never Stop Marketing
A potential client called and asked if I would mail him a catalog and price list.
“Sure,” I replied, but noted that he could also download it off our website.
“I don’t know what your website name is,” he said. “I got your phone number off an ad in an old magazine.”
After I put down the phone, I was again reminded of a fundamental truth in business: never stop marketing. You can never know which advertisement is going to motivate a potential client to call.
It works like this:
- building business is the goal, marketing is the plan, and ads are the steps in the plan to achieve the goal.
- Your marketing plan should have 2 kinds of ads: those that build your brand and those that make offers to encourage sales.
- Brand builds trust and name recognition, while offers generate sales. You need both.
- If you don’t build your brand, you have to rely on offers (cut prices).
- If you build your brand but don’t have offers, you won’t have any sales.
- A potential customer needs to see your brand at least 7 times before they will to remember you.
- A potential customer needs to see your offer when they are ready to purchase.
- Measure results. If it works, re-use it. If it doesn’t work, try something else.
There isn’t any hidden secret to marketing success. You just have to do it consistently. As a business owner, you should expect to spend 2-3 hours every day marketing. If you aren’t shooting or selling, you should be marketing. Outsource everything else.
I’ve long forgotten which magazine the ad was in, but I am confident it was according to the plan.
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