Page 199 - Duct Tape Marketing

Duct Tape Marketing

Month #1—Letter announcing a new service (change to existing
service)

Month #2—Newsletter highlighting tips and company news
Month #3—Phone call to discover opportunities
Month #4—Reprint of an industry magazine article of interest
Month #5—Case study of a successful client solution you

provided
Month #6—Request for critique of a proposed sales letter (you

won’t believe how valuable this can be)
Month #7—Time for another newsletter
Month #8—Reprint of an article you contributed to an industry

magazine
Month #9—Announcement of a new service
Month #10—Invitation to a workshop
Month #11—Phone call to introduce someone in your
referral network
Month #12—Checklist of helpful tips for your industry/service

Notice that this schedule includes a couple of phone contacts. This
can be a very powerful research tool as well as a business-building tool.
Sometimes you will learn what your prospects really want and how
valuable the materials you are sending them really are to them.

You may want to consider breaking your prospect list into groups
based on potential opportunity. Your twenty or thirty “A” prospects
might get a copy of your favorite book or some homemade cookies in
a tin with your company logo. And if you really want to make a hit
with your “A” prospects, take the time to find out some background
on them and personalize your marketing materials. If Ed Jones over
there at Acme Industries went to Notre Dame (not such a hard thing
to find out), you will score major points by simply sending a clipping
from some magazine about his favorite subject—the Fighting Irish.

You can even set up Web-based news searches through Google

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