Every day your customers
and prospects are bombarded with messages.
From radio, television,
newspapers, magazines, outdoor posters, signage and merchandise promotions,
by direct mail, over the telephone, by fax, by E-mail, through the web.
These numbers are
"facts" ... every day in the life of your marketplace this is what happens;
seen / heard
What this says is
32,000 times a day something passes in front of our eyes. That we are
exposed to 570 advertising, marketing, PR and promotion messages daily.
We "see" or "hear" only 76 of this lot - by the end of the day we can
name a dozen ... and 3 of the 12 we think of as negative. We did not like
it, understand it, believe it.
And we are suppose
to be good in marketing and sales with odds like this. WOW!
So yes, we need to
repeat our message. Here are 13 Real! Reasons How
Repetition Will Build Your Reputation.
Idea #1 There's soooo
much going on - the Coca-Cola formula works best for marketing & sales
You will not live
a day without hearing or seeing something from the fine folks from Atlanta,
Georgia U.S.A. Coca-Cola. They are truly everywhere. And they are everywhere
Coke is the worlds
most recognized icon. In fact, more people have seen the Coke logo then
the symbol of any single religion! A truly scary thought.
Okay, you're not Coke.
You can't do what they, or Boeing, or Microsoft or McDonalds or Nike or
Intel can do. These major players have the resources few others possess.
Still, we can learn from the big boys.
The Coca-Cola formula
is Repetition Will Build Your Reputation. Do the same and you will benefit.
Idea #2 Your must
promote your offer
An offer is mandatory
for marketing and sales success. It is equal to 30% of your marketing
What is an offer?
An offer is an extra, a bonus, something over and above features and benefits.
More - for the customer.
First, you must have
an offer. It is not a discusable option - it is truly mandatory to have
an offer as part of your message.
You must talk about
it, too. There is no reason for you to "assume" your audience got it the
first time. Do not hide your news under a basket - do not bury it at the
bottom of your space ad, at the end of your direct mail letter, E-mail
message or fax-marketing paper. No, your offer must be clear - and clearly
Plus, it must be repeated.
Remember, Repetition Will Build Your Reputation. Say it or write it over
and over, again and again.
Idea #3 Your market
Know this is true.
Your marketplace is an "animal" ... always on the prowl.
And equal to 40% of
your marketing success. Getting your message to the right market.
In my seminars I've
found the business audience rolls over at a 60-70% rate every 12 months.
Meaning 2/3rds of those you talk to today aren't there within a year.
At home the move rate
is somewhere between 16 to 18% at the low end - up to a full 30% on the
Younger and single
move more than middle-age and married. Those without children change residences
more often than those with. White collar workers move more than blue.
Students are almost constantly on the move. Major city dwellers move more
frequently than small town and rural.
So, with these facts,
you must repeat your message. Because those you are talking to now will
not be there in the very near future. You must repeat your message because
your marketplace is different.
Idea #4 Your need
to test new ideas ... new concepts
On the opposite end,
good ideas get tired. Even die.
Speaking of Coca-Cola,
each year they create dozens of different televisions commercials. To
be run on different programming and at different times of the year. Always
testing a new and different way to reach their marketplace.
The 32,000 "flashes"
a day dictate "different" is needed. Another way to get the same message
to the same audience. The same thing, said another way.
This does not mean
you throw out the baby with the bath water. It does say don't get too
comfortable with what you have - even when it is working well. Test new
ideas, try new concepts.
Idea #5 You need
to reach for new markets
You must reach for
new markets. Different places to sell to vs. your current marketplace.
Why? Well, remember,
40% of your marketing success is talking to the right audience.
And because no one
has too much business. You may have too much business on Tuesday. Or the
last week of the month. Or during the summer - or holiday season. Yet,
you do not have too much business - even when you are busy.
Are you prepared
for hard times if/when your prime clients go south? When the bubble bursts?
Are you ready to move immediately to another marketplace?
Maybe it a geographic
move, maybe it an industry move. Maybe it a method or process move ...
i.e., to the web from bricks and mortar.
Repetition Will Build
Your Reputation applies to reaching new and different business, too.
Idea #6 You need
to test different offers
Idea #2 in this set
talks about what an offer is, and the need to repeat it over and over.
This Idea says you
need to test different offers. As they too wear out over time. And different
audiences respond to different offers.
Age, sex, family size,
language, culture, education, job responsibilities, geography, religion,
countless other demographic and psychographic factors, and experience
with you, your company, product and service, all affect response.
All of which means
different offers will work (and not work!) at different times with different
people. As all customers are not created equal. And certainly, all prospects
are not equally appealing.
Test is Direct Marketings
middle name. Test different offers.
Idea #7 You need
to experiment with buyer benefits
There is a difference
between features and benefits. A big difference.
Features are facts
and "things". Benefits are what they bring to the customer.
I.e., no one buys
red buttons - a feature. They do buy what happens when you push a red
button - a benefit.
Most likely you have
3-7-12 or more benefits for your product or service. Yet, when you look
honestly at your list, I'll bet there are only 2 or 3 or 4 reasons why
the customer buys. Meaning the others are "frosting" - not the cake. Okay
stuff, not the real reason people buy from you.
If you do not know
what turns prospects into customers, and what keeps customers coming back
again and again - find out.
Experiment to learn
what works best - and then do it again and again.
Idea #8 You need
to test creative ... copy & art
is only 20% of the success of any marketing program, even the best presentations
wear on your audience.
The same offer repeated
time and time again can work well. Especially when it is presented in
a different format, layout, look, design. So your customer sees and hears
your story over and over - yet, each time in a slightly different way.
No matter your media
choice - broadcast, print, electronic - you can test the text and graphics.
Learn what moves your audience to do more business with you by repeating
your message in different ways.
Idea #9 You need
to reach out for new business
You must reach for
new business. Because unless you do you will die. Period ... you will
Oh, not today or tomorrow.
Still, unless you are constantly on the look out for "new" you will not
New can be more business
from your current customers. Another department or division. Another plant
New can be another
service or product line sold to those who buy something else from you
And new can be from
those who do not know you - are not buying from you today. They're with
your competition. They're your marketplace - reach out to them.
Repetition Will Build
Your Reputation applies to getting new business, too.
Idea #10 You need
to talk to your current customers
If there is a group
many do not talk to enough, its' their current customers.
Many say their customers
know all about them. Many say they don't want to go after their customers
for more business. As sellers they'll sit and wait for the buyer to ask
Well, both these thoughts
open the door to you losing your customers. Why? Because customers only
know what they know ... they do not know what they don't know. And it
is a "fact", your customers do not know as much about you as you do.
So, plan on building
your reputation by repeating your message. To your customers, too.
Idea #11 You need
to ask for the order
The next thing many
are timid about is converting marketing to selling.
I.e., Ask For
Although I believe
many people do not like to be sold, they sure do like to buy. And they
will buy from those who ask, who express interest, who stand up and say
"let's do business together".
This does not mean
you become the "ugly American" or "used car salesman". It does
mean you are politely aggressive. You reach out and "touch". You invite
your audience in. You repeat your message. You AFTO.
Idea #12 You need
continuity in your marketplace
Can you name 5 television
commercials you know ran unannounced only once?
Do you post one billboard
in one location for one day?
Do you put one ad
in one newspaper one time?
I trust your answer
is "no" -- with an explanation mark B to each statement. As that is not
how it is done.
You need to be seen
again and again. On a regular basis. Even a schedule. You need continuity.
Why? Look above to
the introduction ... and the 32,000 "flashes" and 570 advertising messages.
All this action in the marketplace means it will be easy to miss you -
if you do not have continuity.
Even if you have a
"season", a selling time of the year that is yours - you need to be about
in the down-time, too. It is a rare category that doesn't sell year 'round.
At least enough to keep the doors open. Remember, Repetition Builds
Idea #13 You need
continuity with your sales team
When you tie your
sales force into your marketing, you enjoy success.
When you do not -
you leave money on the table.
So, build a follow-up
and follow-through program into your marketing efforts. From the beginning.
i.e., tie your sales team into your marketing results.
A captive outside
or inside sales group makes this planning easier. Yet, it can still work
well with an independent rep organization, a distributor or dealer network.
The key to results
is marketing and sales working together.
As Repetition Builds
That's it ... another
fromThe Baker's Dozen collection.
Reasons How Repetition Will Build Your Reputation.