The Essence of Marketing Campaigns — Do you know it?

By Jeff

The biggest problem faced by would-be business people is that they simply aren’t very good marketers. So maybe they go looking for information on how the whole thing works. Maybe they find some good information on how to write an effective advertisement, but what they probably don’t learn is how to conduct a marketing campaign.

Anyone in sales can tell you that selling on the first contact with a potential client is rare, especially with high priced merchandise or services. It often takes upwards of five contacts. Why should ads be any different? You don’t send just one sales letter.

The goal is multiple contacts, with increasing levels of detail and personalization, as efficiently as possible. The purpose of the first letter is to generate a lead. The second letter is remind your potential customer of your existence and eagerness to help him or her solve a problem. The third should offer an increasing amount of information such as discussion of the features. The fourth should continue increasing the heat, and push a little harder. By the time the fifth has rolled around, it’s time to move to the phones.

A marketing campaign done right can save you a fortune in both time and money. It can be done in massive parallel, running ahead to the next steps as replies are received to the previous steps. This frees up your time to deal one-on-one with particularly eager potentials.