I have 2 quick questions for you today, which can help you massively increase your sales:
- What is the single most powerful form of marketing that you use?
- Why don’t you use it more often?
2 million in extra sales, with 1 simple idea!
Back in 1997, I spoke with the owner of a building supplies company. Their biggest source of new business was a highly profitable catalogue, which they sent out every 6 months. These 2 catalogues were responsible for the vast majority of their sales. I asked him why he only sent out 2 a year and not 4; 1 per quarter. He told me that he assumed 2 catalogues a year was the right balance.
I explained that he shouldn’t assume anything, until he had tested and measured the results. At my suggestion, he gave it a try and saw an immediate, huge increase in business. He later told me that our 10 minute conversation earned him almost £2 million over the next 18 months, for which he was extremely grateful.
Whilst it’s very important to ensure that you are using the correct forms of marketing (use this marketing check list), and using them in the correct way; it’s just as important to use them regularly enough.
Of course, with marketing there is always a balancing act. If, for example, the business owner I mentioned a moment ago had sent a new catalogue out every week, the cost of production and distribution would have massively increased. It’s likely he would get too few additional sales, to justify the massive additional cost. However, by slowly increasing the regularity of your marketing, you can find the sweet-spot; the point where your marketing is being used with ideal regularity. Not too frequently and not too infrequently.
Why not take a moment to review the most effective forms of marketing you currently use and see if there’s a possibility, that you are not using it frequently enough?
What types of marketing do you think people tend to over use or under use?
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