Page 197 - Duct Tape Marketing

Duct Tape Marketing

given time to thrive. Lumpy mail is perfect for that kind of growth.
Carefully target ten new businesses at a time, throw the kitchen sink
at them, and watch your appointment rate soar to about 70 percent.

A Consistent Contact Strategy

You’ve worked on your Duct Tape Marketing system diligently to this
point, and you know your prospects need what you sell. You know they
want what you sell. Heck, you know that they even sent away for your
free information report. But, even with all of that, you are still missing
one major piece of the puzzle. No matter what else you know, you may
not know the precise point in time when your prospects finally decide
to make a purchase of the kind of product or service you have to offer.
People search for information and solutions in many different ways
and on many different timetables.

Some will buy immediately; some may take a year or more,
depending on the complexity of the purchase. One of the keys to solv-
ing this dilemma is consistent and repeated contact. You must build
a marketing system who guarantees that your prospects (particularly
your “A” prospects who have responded to your two-step ads) are con-
tacted at least eight to ten times a year. This single strategy alone can
significantly increase the odds that your name will jump to the top of
the list when they actually do decide to purchase.

Dropping useful information, month after month, to your pros-
pects and customers is one of the best trust-building strategies you
can employ.

Contact Management Software to the Rescue
David Norcross of 1 Source Graphics, located in Southwest

Virginia, feels that contact management software is key to his consistent

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