Consistency pays off. We’ve all experienced this when it comes to dieting and exercise. Going to the gym one or two times isn’t going to do it. A long-term program is what achieves results. Same principle when it comes to marketing. “I mailed out the postcards and I didn’t get any calls!” I’ve heard this repeatedly from marketers using direct mail. What they fail to realize is they have only completed part of the process. A successful direct mailing involves several mailings within a complete campaign. Results based marketing is a multi-layer process involving consistency and repeat messaging.
Take the postcard mailing as an example. A postcard mailing is but one piece of a repeat messaging outreach. Ask yourself these questions before you drop those postcards into the box: Does the messaging relate to the other marketing underway? Is it part of an integrated campaign? Will the mailing be followed up with a second mailing and a phone call?
Repeat messaging makes sure you’re in the right place at the right time to make that sale. Drive home your marketing with repeat messaging.
