Small Business Articles from Make-it-Fly®
Lack of Consistency Killing Your Sales?
Don’t Underestimate the
Power of Repetition in Marketing
By Victoria Munro
Lack of repetition
could be sabotaging sales and costing you a fortune.
Your message needs to be seen and heard over and over
again. It is generally accepted that it takes six to
eight “touches” to get your name, service,
brand or product to the point of achieving top-of-mind
awareness with your prospects and customers. Whatever
forms of marketing you use, once or twice won’t
be effective. Consistency is
key, so if you’re just going to try it
once or twice, save your money!
Keep in Touch with Clients and Prospects Regularly
Direct mailings to current
clients and prospects should be delivered on a consistent
basis, at least six times a year. These could include:
newsletters or ezines, postcards, letters, invitations,
announcements, coupons, etc. Taking time to clip and
send useful articles and information when you’re not
asking for a sale can build a bond of trust.
Build relationships by setting up
a system to call clients and
prospects on a regular basis. Don’t make all
calls sales calls; give a referral, mention a helpful
resource or just ask how things are going. Be ready
with a clear, appealing message if you get their voice
mail, and if the call isn’t returned, put the name back
into the system to call again in a couple of months.
Voice mail isn’t a waste: every time someone hears your
company name, you’re branding the business.
Make Marketing a Habit
Commit to doing at least two to three marketing activities every day. This may seem challenging initially, but after a few weeks it will have become an easy and profitable habit.
Company Message Consistent Across all Forms of Communication
Establish a consistent message that everyone in your
organization, from the receptionist to the delivery
driver, is familiar with and always aims to communicate.
Your stationery, invoices, all printed marketing materials,
website, signs, vehicles and ads should carry the identical
message and reflect the same familiar “look.”
Communicate with the Media
Send press releases regularly detailing a newsworthy event, recent achievement or the latest developments in your business. Ideally, send these once a month to editors of industry publications and local newspapers.
Project a Consistent Image
What message do you want to communicate? If you want to be known for top-notch quality, then everything must reflect the highest quality: printed materials, electronic communication, phone conversations, etc. Failure to do so will send a mixed message and undermine credibility. Printing your brochure on the old ink-jet printer probably won’t convey the message you intended.
If you claim to be an exceptionally innovative designer, then everything you produce must communicate unusual creativity.
If you want your company to be known as the friendly dry cleaners, then your store must be welcoming, and everyone who has contact with the public must be friendly.
Consistently Track Activities, Costs and Results
Measure your success! Design a system to effectively
track the results of each marketing activity. Without
this in place, you’ll never know if you’ve won or lost,
which methods were great investments and which you should
abandon. Some strategies, like an ad campaign, can yield
immediate results; on the other hand, PR takes longer
to build and track.
||Use a reference number in every print ad
||Keep a spreadsheet to track phone calls, what was said, actions to take and the ultimate results
||Call on or email networking contacts
||Follow up on responses to mailings
Repetition and consistency in marketing
builds strong awareness and credibility. As you consider
your marketing plan for the coming year, consider ways
to build both repetition and
consistency into the plan, and make next year a
© 2005-2007 Victoria Munro.
Click here for printable version.
About the Author: Victoria Munro is
co-founder (along with husband Dave Block) of Make-it-Fly® LLC, a company dedicated to creating success for
small-business owners through creatively designed programs
and tools. Victoria has started and run nine different
businesses. To receive FREE business success articles
with tips to help you with your business, sign up for
their award-winning ezine, “In-Flight Refueling,”
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