the number of times that you make contact with somebody has a significant impact on the response rate that you obtain.<\/p>\n

consider the last large product purchase you made, such as a new car. how many times did you see the same car ads, commercials and billboards before you finally went and test drove one?<\/p>\n

even with lead generation-oriented, multi-step, direct response marketing, you\u2019re seldom going to want to do one-hit marketing. one-hit marketing does have a place in your marketing arsenal, however, albeit infrequent.<\/p>\n

for example, consider the mailing of a 20-page sales letter to the customer list of another company that has the identical ideal target market as you. for the sake of discussion, let\u2019s say it\u2019s a financial planner. if this financial planner is also going to write a cover letter of introduction from herself on your behalf, and include your 20-page sales letter, then this is a great one-hit mailing.<\/p>\n

compare this to a lead generation campaign on linkedin to find prospective bookkeeping clients. you can do extensive targeting to make sure only your ideal target market sees your ads, but even then, a future prospect is most likely going to need to see your ad numerous times (called impressions) before he actually clicks on it. thus, you need to ensure your budget is large enough to accommodate multiple impressions per lead you\u2019re trying to generate via such a campaign.<\/p>\n

direct mail postcards provide a bit stronger illustration of the multi-hit concept. if mailing to a cold list, such as a tax lien list, new business formation list or new homebuyer list, then a single mailing to that list simply isn\u2019t going to cut it. i always tells consulting clients that if you\u2019re not going to budget for at least three contacts to any cold list for lead generation purposes, then don\u2019t bother doing it at all.<\/p>\n

when doing one-hit marketing, you always need to send your absolute best, proven offer. it needs to be the single most compelling thing ever created for marketing your services.<\/p>\n

let me share with you an interesting piece of statistical trivia. numerous studies, conducted over the past several decades, continuously indicate that multi-hit marketing is far more effective than one-hit marketing. in aggregate these studies show that the response rate on your fifth contact will, on average, exceed your response rate on the first four contacts combined.<\/p>\n

so if you are only hitting your target market once, then you are really doing yourself a disservice. yes, multi-hit marketing is more expensive to implement, and it requires a lot more forethought. when you hear people say, \u201coh, i tried this and that and it didn\u2019t work,\u201d chances are it is because they did it one time or in insignificant quantities, which is going to yield you the smallest possible response rate.<\/p>\n

multi-hit marketing will always outsell single-hit marketing \u2013 hands down.<\/em><\/p><\/blockquote>\n

so, why would you ever do single-hit marketing? perfect example: special promotions.<\/p>\n

perhaps you rented a mailing list or you are doing a joint venture partnership with someone to use their list and you are only being allowed to use it one time. this is pretty common when you rent a list from a mailing list broker or if you are doing a joint venture deal with another business. situations like this are when you most commonly use single-hit campaigns.<\/p>\n","protected":false},"excerpt":{"rendered":"

there\u2019s room for both one-step and two-step marketing, but be smart about how you use them.<\/strong>
\nby jassen bowman<\/i><\/p>\n","protected":false},"author":2176,"featured_media":51695,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","footnotes":""},"categories":[1363,2271,3120,2740],"tags":[],"class_list":["post-79362","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured","category-marketing","category-pro-member-exclusive","category-tax-resolution-services"],"acf":[],"yoast_head":"\n