My email inbox this morning had some familiar messages in it. There are some firms out there that belive that if they say the same thing enough times, I’ll become their customer. They’re wrong.
If I was going to give in to a relentless stream of almost-identical messages, I’d have done it by now.
Years ago, when I was running an international marketing team, I was able to measure the effectiveness of a wide range of marketing campaigns over several countries and over an extended period of time. Here’s what my team and I learned.
For anyone to become a customer, we had to touch them, on average, in six different ways. And we had to touch them with more than three distinct messages. For anyone who’s not a marketing geek, ‘touch’ means the person received some sort of marketing approach from us – an email, a direct mail offer, a website visit, a recommendation from a peer facilitated by us, and so on.
When we examined the statistics, we couldn’t find anyone who had been persuaded by a single touch.
The question for you is, does your marketing plan allow you to touch each of your potential customers enough times, and in a variety of ways?
Are you able to use a variety of communication methods? Are you able to vary your message enough for it to be interesting, catching people’s attention, without fundamentally shifting your value proposition?