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Written by Gavin Allday
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As a Chartered Marketer, I am often asked 'what is the key to
successful marketing?' You'll be pleased to know my answer is just one
word - Consistency.
To a certain extent, your choice of marketing methods is
irrelevant. Some will always work better for your business than
others, and some will better match your budget and time constraints -
fortunately (otherwise I'd be out of a job). But the key to success is
selecting three or four different methods and using them consistently
for 90-days.
You need to monitor your success carefully and then
maybe tweak the plan, and go again for another 90-days. Don't be
tempted to change the plan half-way through - just stick with it. If
it isn't working, you aren't doing enough numbers.
For example,
you may select direct mail as one method for building awareness of your
company. You might decide to send out 400 letters every day for ninety
days and monitor the response. Those letters may generate 5 calls per
day and 2 new customers (the numbers will be different for every
business). But - if you do something often enough, a ratio will appear
- that is the law of averages.
If you get two new customers
every day from letters when you're sending 400 out per day, you now
know what you need to do if you want four new customers per day.
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