Although there may not be any “do-overs” or “mulligans” in business these days, there is certainly time and rationale for “do-agains.”
Let me explain:
I recently sent out a blast email promoting one of my books. In this case, I was featuring my 52-Week Sales Planner. What better time to start planning for a brighter future than right now? I wrote a sales letter and hit the button, which sent my words out to internet land.
As expected the orders began to enter my inbox. It is funny how when you ask somebody to buy something some people actually buy something. (I am talking to you, sales pro. Ask and see what happens. You may surprise yourself.)
Some refer to this as “closing.” I prefer to think of it as “asking.” In any event my mission was successful. The following day, (and here comes today’s message) I sent the exact same email out to the exact same list. (The nerve of me.)To some this may appear to be counter-intuitive. It isn’t.
Some might categorize this maneuver as pushy. Others obnoxious. Some may even consider this aggressive behavior from a guy who was going out of business and was grasping at straws. No. No. And no again.
When I hit the button on day two, experience and research told me that I should expect a full 50% of the number of orders received on day one. This is sound marketing intelligence. In my case however, this did not happen.
What did happen was that I received MORE orders on day two than I received on day one. This proved that repetition is not a bad thing. To the contrary, repetition can be a sound practice. People are inundated with communications today and in order for you to get through the noise in many instances, you might have to take a couple of swings.
The people who become upset with gentle tenaciousness are the price of doing business. Sorry, good reader, regardless of how cool you are, you can’t be all things to all people. The faster some people opt off your list, the quicker you should be thanking them for the courtesy.
Repetition. Persistence. Diligence. These are the words that are going to see you through to the finish line.
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.