Do What Works | TravelResearchOnline


Do What Works


Today’s message may very well be a repeat, but it is worth a second pass just the same. It reminds us how important “persistence” is and the logic in continuing to do what works.

Although “do-overs” or mulligans are more closely associated with sports, there is certainly time and rationale for “do-agains” when it comes to business.

Allow me to explain.

I recently sent out a blast email promoting one of my books. In this case I was featuring my River Cruise Sales Strategy. What better time to start planning for a brighter future than by promoting a high commission offering?

I wrote a sales letter and hit the button, which sent my promotional text out to internet land.

As expected… the orders began to filter in. It’s funny, when you ask somebody to buy something, they sometimes 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 appeared to be a success.

The following day, (and here comes today’s message) I sent the exact same email out to the exact same list. Exact.

Some might have thought me pushy, others obnoxious. Some may even 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 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.

What actually happened was I received more orders on day two than I received on day one. Fancy that?


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Repetition is not a bad thing and there is a good reason for this. People are inundated with communications today and in order for a single message to get through the noise you might have to take a couple of swings. In most instances, this means more than two, three, four or five.

People who become upset with gentle tenaciousness can be considered as the price of doing business. Sorry, good reader, regardless of how cool you are, you can’t be all things to all the people. The faster 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. Many will say no. Some will say, not yet. A few will say “where have you been all my life?” My recommendation? Do what works. Keep asking.


Mike Marchev

Mike Marchev is always looking for a few more proactive travel professionals to join his Sales and Marketing Club. Send for details.

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