Marketing communication is most effective when it is repeatedly brought to the attention of your target market.

• Why?

  • Most prospects do not respond immediately to the first thing they see about you;

  • Or perhaps even several of them.

• Why?

  • Your prospects are not yet familiar with you/ your offer (trust).

    • Repetition builds familiarity, which in turn helps build credibility.

      • Some prospects will only start to recognise your company after seeing something over and over again. Gradually they come to see that your company is stable and will eventually start to develop enough trust to start doing business with you.

  • The timing of your offer may be bad for a particular prospect.

    • People may miss your marketing message the first time;

      • They were on holiday;

      • It did not register;

      • They were distracted by a higher priority event;

      • Could not afford it at that moment;

      • A myriad of other possibilities.

  • Your prospects are bombarded with many other distractions in their busy lives.

    • Your typical prospect has plenty to do – making your marketing materials a slightly lower priority than you might wish.

      • Even when you win the attention of your prospect, and even if they decide to buy your product or service, other distractions may cause them to discard your marketing materials.

        • Or – they just plain forget all about your offer.

  • Your prospects may not yet have decided in your favour.

    • Some people need more time than others to decide whether or not to act on your offer. Instead of making a decision, many often do the easiest thing – procrastinate. Then time works against you – the longer the delay:

      • The more likely that your prospect forgets you and your offer;

      • The more likely that some competitor, or alternative use for the money, steals away your precious opportunity.

  • Other unfortunate things happen.

    • While your marketing communications are important to you, this often is not so with your prospects (even if they requested them). They may lose or misplace them, throw them away or perhaps accidently delete or otherwise destroy them.

    • Perhaps you your call to action lacks immediacy

    • Maybe they have yet to realise that your offer can benefit them.

    • Regardless of the cause, the result is that they do not / can not do business with you.

• Your marketing communications are competing with so many other things that contend for the time, money and attention of your prospects.

To convert those that do not respond immediately to your offers into buyers, you need to keep in touch with them repeatedly before they will finally be motivated to act.

This was a guest post by Paul Fileman of Results-Zone. Results-Zone bring extensive knowledge and experience gained in Blue Chip organisations to businesses like yours. They ensure that your business is fully exploiting a well thought through operating plan. They work alongside you and your team – as business results managers. They ensure that your team and your business are elevated to the results-zone. They bring you "hands-on" experience – similar to employing high quality management skills without the risk or costs in recruiting full time employees.

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