Make a vow to keep up your marketing schedule in good times and not so good times.
I have said it time and time again that marketing, no matter what type you choose, is a building process. Here is whole thing summed up in one situation:
Assume for a moment that you had never heard of this thing called "Cola". You go to your mailbox and get your mail only to find a postcard that says "New Fizzy Drink! You'll Love It! A Taste Like Nothing You Have Had Before!" You might run right out and try it, but more than likely, not. Most people won't.
So you get a second postcard.
Still you do nothing.
Then you are talking to you’re a friend from across town who says "Hey, have you tried this Cola thing?" It turns out that after he got his second postcard he went out and got a bottle to give it a try.
Now Third postcard shows up and you're thinking "OK, fine, I'll give it a try." And you do, and you do love it, and it is like nothing else. So now you have to tell your brother about it.
You see where this is going. If makers of "Cola", whoever they are, had sent cards to whole town one time and then abandoned marketing due to a lack of response they would have missed out.
So, now that you can no longer argue with fact that you need to keep up a steady stream of marketing to same people multiple times you are obviously thinking "How do I keep up with whole thing while I am closing customers that I am already getting?" The honest answer is get a direct mail company to help you.