Persistence Pays Dividends | TravelResearchOnline


Persistence Pays Dividends

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 send button which sent my words out to internet land.

As expected … the orders began to flow in. It’s funny how when you ask somebody to buy something they actually buy something. (I am talking to you, sales pro. Ask and see what happens. You may surprise yourself.)

You can call it “closing;” I prefer to refer to 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.)

Some might have thought me pushy. Others, obnoxious. Some may even have interpreted this as aggressive behavior from somebody who was certainly going out of business. No. No. And, no again.

When I hit the button on day-two, experience and intelligence told me that I should expect a full 50% of the number of orders I received on day-one. This is sound marketing intelligence. In my case however, this did not happen.


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What did happen was that I received MORE orders on day two than I received on day one.  Fancy that.

Repetition is not a bad thing. 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

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

Mike’s daily column is made possible by AmaWaterways.

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