Most of the ads that businesses use try to get people to act RIGHT NOW. These work successfully if you have the right message-to-market match, headline, offer, and sense of urgency. HOWEVER, most people are not ready RIGHT NOW to buy from you. This is where multi-step marketing comes into play. The way to help these people do business with you when they are ready is to educate them and provide value.
For example, you can offer a Free Recorded Message, a Free Report, a Consumer Awareness Guide, an Online Survey, and so on in your Ad. In my very first Carpet Cleaning Business, back in 1992, I would send a letter to people offering them a free carpet audit and a free room of carpet cleaning. For those who did not call to take advantage of the offer, I dropped off a second letter to them a few days later. The first letter planted the seed; the second letter reiterated the offer. As a result, a few more people called me to book the carpet audit and the free room of cleaning. I would continue to drop off letters until the letters cost more to print and deliver than what they brought in response. The point is, I didn’t stop with one letter. In fact, half of my business came from letters number two and three.
Remember this: If you ever mail a letter, run an ad, or do any promotion that works the first time to a selected group of people, if you do the same thing again, and again, and again, and it continues to work… you’ve just replicated yourself and you are now leveraging your Marketing efforts.
Repeat your success until it stops being successful. Sometimes people run campaigns that work, and then, for whatever reason, they stop doing them. Maybe they get caught up in their business, but don’t let this happen to you.
The most costly part of business is Client acquisition.
Many Clients will do business with you over and over, plus, give you referrals, if you do a great job delivering what you promise. Developing new relationships using Multi-Step Marketing is a great way to build a super profitable business. What you want to pay attention to, is the cost to get the marketing out, and what the Return On Investment is. As long as you’re making money and acquiring new Clients, then keep doing it!
The reason I’m sharing this example is that if I could get this strategy to consistently work back in 1992 before the internet even existed (and it still works to this day), you can certainly use this strategy in your Business.
by Joe Polish
Founder of Genius Network
P.S. I've created a resource page as a central guide with access to valuable resources available to you right now. Check it out at www.GeniusNetwork.com/Vision-Insight. Bookmark this page. This is where I will post every new update.
P.P.S. Whenever you're ready... here are 3 more ways I can help you make YOUR business and life more E.L.F. (Easy, Lucrative, and Fun!):
- Discover the 10x Multipliers to grow your business exponentially… Amplify your opportunities and reveal the untapped potential in your business: www.10XTalk.com/Vision
- Trigger these 8 Profit Activators in your business right now: www.ILoveMarketing.com/Vision
- I'm often asked what books I recommend. So, I've put together a collection of books and products in 9 specific categories. These are resources we've shared in Genius Network to help improve life and business... To check them out visit www.JoePolish.com/Books-Vision
P.P.P.S. If You Or Someone You Know Is Struggling With Addiction, visit www.GeniusRecovery.org/Vision-Letter
Also, check these out 🙂
More Genius Network Articles You Might Enjoy
Here are 9 valuable lessons I’ve learned in business that you may find useful: You will often spend more money to get Clients than you make in immediate profits. The real money isn’t made on the front end -- it’s made on the backend. Marketing is your OFFER, the LIST,...
When Joe interviewed Gary Vaynerchuk, the CEO of VaynerMedia, Gary laid out his Business Philosophy around "Jab, Jab, Jab, Right Hook". JABS, according to Gary, are the VALUE you provide to your Customers. This includes content you put out, the appreciation you show...
#91 Episode Summary: What Ed learned from being friends with the great Gary Halbert How Ed started the “30 Day Challenge” process and how it can help anyone make their first dollar online Why “process” is a key element to success A critical question you should ask...