Imagine that you ran an ad, mailed a brochure, or sent an email ad to a new list of people who fit your target market profile and everyone who saw it responded right away and made a purchase. Has this ever happened to you?
Of course not. The first time people hear about your products or services is
least likely time for them to buy.
When you go out for a night on town, do you go to a new restaurant you've nevėr heard of or do you typically go to one that you know and like? Similarly, who is most likely to buy your products and services, someone who doesn't know you or someone who has experienced high quality and results you provide? Clients who have bought from you before, are most likely to buy from you. Think about it.
If long-term prospects and clients are your best source of revenue, where should you focus your marketing?
I occasionally make a sale first time someone visits my web site, but more often it's people who I have been in contact with for months, that become my best customers and clients. Why is this?
The longer you've had a relationship with a prospect or client, more they know and trust you. Once they buy or use your products, they've experienced quality you provide and are even more likely to buy again. They are also more likely to recommend you to others.
Marketing research has shown that people are more likely to buy after six or seven contacts. Some web businesses use this as basis of their marketing and provide a tutorial series you can sign up for with one sent out each week for six weeks. While this is an improvement on one time spot ad, it misses boat. The problem with this approach is that you don't know when your prospects will want to make a purchase. What happens if they need help on week eight but have lost your contact information?
