Persistence pays off

Today I opened an email reading “We met several years ago (I guess marketing isn’t always instant, is it?) and would like to do some marketing.”

We’re meeting next week to discuss the company’s needs.

This journey started long ago and involved multiple sales calls, phone calls, and lunches with former employees long forgotten.

But my newsletter kept me visible during their decision-making process.

Beyond this weekly column I also publish a free monthly newsletter with marketing advice. There’s nothing pre-packaged about it, and it’s generated comments of “newsletter envy” from clients and friends alike.

On the first of every month for the past 20 years it’s gone out like clockwork. Readers expect it, and are disappointed when it doesn’t arrive. It always seems to shake loose new opportunities.

I call it a drip-drip-drip campaign. Like Chinese water torture, it wears away reasons why someone won’t do business with me.

My newsletter is very cost effective, shows my personality, and maintains my presence with folks I haven’s seen in eons.

And when they’re ready to buy, guess who they call.

I started my newsletter mailing list with 50 names. Today I reach 4,250 people and add more each month. From Rotary meetings to Chamber of Commerce events, my hat and I are working the crowd and finding new friends and contacts.

As Ed Franklin observed at last week’s Poway Chamber meeting, even if the person you meet doesn’t need whatever you sell, they probably know someone who does.

And as I’ve always said; people do business with those they know, like, and trust.

Which is why those that meet me rarely have a chance to forget…especially once they’re put on my mailing list.

All of which boils down to this: regardless of your business, constant visibility is how you’ll build relationships.

Attend events with an eye towards meeting prospective clients and service providers in person. Always carry business cards. And constantly move towards that next success.

Then remain consistently visible with email, phone calls, attendance at events, or cups of coffee.

Because that old saying about “Out of sight is out of mind” was never more true than today. Given half a chance, aggressive competitors will steal your customers.

Don’t give them that chance.

With that said, I wish you a week of profitable marketing.

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