If you want to make an impact on your target market, you must get them
in the habit of seeing and hearing your marketing message or offer.
That’s one of the challenges for the small business owner. How do you
create a big enough noise without breaking the bank.
Two academic marketing terms are useful here: Reach and Frequency.
Generally the idea is to strike a balance between â€œreachingâ€ enough of
your target market â€œfrequentlyâ€ enough to make an impact.
But, for most small business owners, this type of formula thinking isnâ€™t
For the small business owner frequency is much more important than reach.
Focus on a smaller number of prospects but hit them many times.
Before they ever react to your message, they must get in the habit of
putting it in their radar screen. See, theyâ€™ve never heard of you,
so it is unlikely they will want to hear from youâ€¦until they believe
you arenâ€™t going to go away.
Here is what I am suggesting you do. Pick out the smallest universe of
prospects that you can. Think only your best prospects and narrow the
number from there.
Mail these prospects some form of direct response letter or postcard.
(That means something that offers them a free report or evaluation)
Thenâ€¦mail them essentially the same thing 3 more times over the
next few months.
Here is what my experience tells me will happen. Whatever your
response on the first mailing, you can anticipate that you will get
about the same response on the next and the next.
Find an offer or message that works and stick with it. One of the killers
of effective marketing is that the creator of the marketing gets tired of the
message way before most of the audience even hears it. Stick with it and
Just remember, old habits die hard.