We are circling back to the Rule of 7: Repetition is the key to learning.
Contacting your prospects regularly is the key. The rule suggested a minimum of seven contacts in each 18-month period.
Did you know it has been said that the average consumer needs to hear a commercial 17 times before making a “buying” decision? Yet, many marketers miss the boat when it comes to follow-up. At times, I too have been guilty of not following up with leads or staying in contact with my customers (And I know better). It is critical that you keep in contact with your customers and follow up with your leads.
For instance, if you’re capturing people’s email addresses when visiting your web site, what are you planning to do with those emails? Keep in mind, these are people that have raised their hand and expressed an interest in your service. The ball is now in your court. The next move is yours. The system is working and it is up to you to maintain momentum.
For you NOT to follow up on those leads via email would be foolish. You could now send them periodic tips referencing their particular interest. You could have a complimentary recorded message for people who are not on the web, offer them a free report by snail mail, etc. The bottom line is to always give your customers/leads EVERY available option to receive a continuous flow of information from you. (Helpful information. Meaningful information.)
Don’t think that just because you have emailed (or snail mailed) them once or twice that they’re not interested in what you have to offer. Keep in mind that people are VERY busy, and they’re NOT sitting around the house waiting for something from you! This is why follow-up is so critical. When you are out of sight, you are out of mind. What are you planning to do about it?
Mike Marchev freely shares his experiences, strategies and observations with travel professionals in an effort to keep them on top of their game. For a complimentary copy of his 12-Word Marketing Plan send him an email at firstname.lastname@example.org.
Mike’s daily column is made possible by AmaWaterways.