Most business owners give up too soon. What I mean by this is that they may put a large amount of effort into creating a list of potential clients, devising a mailing (or e-mail, etc.) and mailing a marketing piece to that list.
Their investment in time and money can be considerable. No doubt you’ve done something in the past like this?
Don’t get me wrong—all this should be applauded. Getting something out there is infinitely better than doing nothing (something we constantly remind our clients about). But it’s a flawed plan.
Because selling any product or service is all about timing. Just because someone isn’t interested in buying your products or services today, it doesn’t mean they aren’t going to be interested tomorrow.
That is, in essence, what The Moving Parade is all about. Let me explain this further…
Let’s say that at the moment you’re really happy with your car. You’ve got no intention of changing it. Therefore, every advert, every mailing or any contact you have with a car dealer or car manufacturer is wasted on you.
Letters go in the bin without a second thought. You pick up your newspaper when the adverts come on TV. You simply aren’t interested. And nothing will prompt you at this stage to even consider changing your car.
However, three months later your circumstances have changed. You need to do more travelling, and so you decide it’s time to look for a more suitable car.
Now every mailing, advert, or communication to do with cars is instantly given attention by you. You’re ‘in the market’ for a new car and you develop an insatiable appetite to find out as much as you can about the cars which would suit you best.
This happens every single day when people are buying products and services.
The problem, though, is we don’t know WHEN their circumstances are going to change.
Therefore, if you don’t keep in touch regularly with your prospective customers, you’ll never get ‘lucky’ with the timing – because people move in and out of the market, depending on changing circumstances.
|The Moving Parade Diagram.|
By keeping in contact at least once a month, the chances that you will hit the prospect at the right time are increased tenfold. You will get ‘LUCKY’!
Plus, if your marketing pieces are memorable in the first place (remember, your marketing always has to stand out—DON’T BE BORING) it’s not inconceivable that a large proportion of your recipients will keep your material for a rainy day (when their circumstances change). The more material they keep for future reference—the better.
It doesn’t get any easier than this, does it? No one said growing a business was easy. But by adhering to just a few key principles, The Moving Parade being one of them (and others we discuss in this newsletter), your continued pursuit of greater success is assured.
But back to The Moving Parade...
What can you send each month that will engage with the recipient (even if they’re not ready to move suppliers)?
Well, your monthly printed newsletter, of course.
A printed newsletter is, without question, one of the best tools in your marketing arsenal (this is why we created this newsletter!). But it takes time to create. For example, ‘The Business Builder’ takes us a couple of days to write (sometimes longer). It may take 3 or 4 days to write an 8-page newsletter.
But writing and mailing your own monthly newsletter (it is important you mail it and DON’T e-mail it) is one of the keys to your success. Not only can it be engaging, so readership is high, it also takes advantage of The Moving Parade. And, with low printing costs, you’ll be surprised how cheap it can be to produce an 8-page newsletter!
Do this one thing and your sales and profits will increase. Do NOT take this lightly. Taking advantage of The Moving Parade is one of the simplest yet most rewarding marketing strategies you can apply to your business, and one we recommend all our clients take advantage of.