Gold marketing principle 8 The law of repetition

The vast majority of first-time sales people take one shot at a prospect and then give up to find another prospect to sell to until they are unsuccessful. When many beginners send out their first mailing of a sales letter and get poor results, they give up. Or they run an ad once and never try it again if it doesn't pull.

This is a tragedy! Experienced marketers know that first-time contacts are almost always the poorest in terms of positive response. The fact is, prospects need to be pitched two, three, four or even five times before they decide to buy. Never send a sales letter without having a second mailer ready to go a week or two later, and a third one after that, and even a fourth if response is still not adequate. You can't really judge how well an ad works if it runs only once. That's just not a proper test. It's a well-known fact that an ad may have to run three to six times in the same place before people really 'see' it.

I have a college instructor friend who was hired by a publishing company to write a college textbook. This is the formula they wanted him to use in writing the book:

Continue reading here: Never underestimate the intelligence of the buyer

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