Reach vs. Frequency: Is it more effective to touch 100 potential customers once or 25 potential customers four times?

Written by Julie Chance


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Seth Godin in his book Permission Marketing uses an analogy of seeds and water to demonstraterepparttar importance of assuring adequate frequency in your promotional campaigns. If you were given 100 seeds with enough water to water each seed once would you plant all 100 seeds and water each one once or would you be more successful if you planted 25 seeds and used all ofrepparttar 120874 water on those 25 seeds?

While intuitively and even conceptually we understandrepparttar 120875 importance of frequency to successful promotional and sales campaigns, somehow when it comes to actually implementingrepparttar 120876 campaign, we opt to sacrifice frequency for reach. And then we complain aboutrepparttar 120877 ineffectiveness of our promotional efforts. Undoubtedly one ofrepparttar 120878 biggest wastes of marketing dollars is promotional activities that are implemented without adequate frequency.

When faced withrepparttar 120879 decision of mailing one direct mail piece to 10,000 people or mailing to 2,500 people four times think aboutrepparttar 120880 fate of those 100 seeds you can water only once. Unless you have water rights and can obtain additional water, opt for less reach and more frequency.

Julie Chance is president of Strategies-by-DESIGN, a Dallas based firm that helps small businesses and service professionals Map A Path to Success by providing consulting, training and skills based coaching in the area of marketing strategy development. For more information or to sign up for our free marketing tips e-newsletter go to www.strategies-by-design.com or call 972-701-9311

© 2003 Strategies-by-DESIGN. May be reprinted with credits and contact information.


Shift to Full Power Marketing

Written by Charlie Cook


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repparttar power and your solutions are likerepparttar 120873 cylinders of an engine that dorepparttar 120874 heavy lifting. Fueling your marketing engine requires a constant focus on client problems and needs. The more accurate your identification of client’s pressing concerns and interests, repparttar 120875 more power you'll get out of your marketing engine. The first step to strengthening your marketing efforts is to clarify your prospects client’s common concerns. Do you know: - Whatrepparttar 120876 concerns of your target market are? - What problems they have that you can solve? - Which problems they want to solve? If you don’t knowrepparttar 120877 answers to these questions, don’t panic. Instead, listrepparttar 120878 questions you could ask your prospects to getrepparttar 120879 answers. Chances are you already know your prospects’ concerns andrepparttar 120880 problems they want solved but aren’t using it to fuel your marketing. Power Up Your Marketing Materials Take a look at your marketing materials and or marketing meetings. Do you start with clients’ problems and concerns or do you start with a description of your services and products and benefits? Prospects want to see themselves and their concerns clearly identified in order to feel confident that you understand their needs. If you lead with this in your marketing materials you'll get their attention. Which ofrepparttar 120881 following describe and focus on prospects’ problems and which focus on benefits and solutions?

- Your one liner describing what you do (Tagline, audio logo, meme, business card or elevator speech) - Your positioning page (first page of your web site and /or brochure) - Your ads - Your exploratory conversations with prospects - Any articles or press releases you write If you are trying to fuel your marketing withrepparttar 120882 solutions you provide, chances are your marketing will sputter along and you won’t attract allrepparttar 120883 clients you want. Makerepparttar 120884 switch to using client problems to power your marketing engine and you'll be amazed at how quickly your marketing helps your business accelerate. 2003 © In Mind Communications, LLC. All rights reserved.

The author, Marketing Coach, Charlie Cook, helps independent professionals and small business owners who are struggling to attract more clients. He can be contacted at ccook@charliecook.net or visit www.charliecook.net to get a copy of the free marketing guide, '7 Steps to Get More Clients and Grow Your Business'.


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