Virtually every business owner or sales person I talk to understands that direct response marketing can be an important part of any marketing program.  And there are a lot of factors that come into play to build a successful direct response marketing program: message, good copy, a targeted audience, call-to-action, etc

But there is one word that describes a successful mail campaign:  Sustained.  Persistent.  Repetitive.

Okay, maybe not one word.  But you get the idea. 

You’ve heard of the concept that one must see a television commercial SEVEN times before the message is deeply ingrained in their consciousness?  It should not come as any surprise that the same principle applies to direct mail.

Some things to think about: 

• You will likely get responses from your first mailer.  Especially if the message resonates and the target audience is the right one.  But you won’t get enough initial response to build a sustainable growth enterprise. 

• You know that some people will take your mailer and set it aside – with the intended purpose of revisiting it down the road when they have time – or a stronger need.  This is a good thing.  This means they are interested – but just not ready to take action at that moment.

• When you send a second mailer – you will achieve three things:  One, you will receive some immediate response from those newly interested.  Two, the people who set the first mailer aside will be reminded to take action – and some will do so!  Thirdly, a new crop of prospects will set the second mailer aside for action down the road.

• And this cycle repeats itself over and over – and over time – a sustained effort will start filling your pipeline with interested prospects.  Just like the seven times you must view a television commercial – over time a sustained direct mail effort will yield results.

A sustained direct response marketing program – OVER TIME – will help you achieve more prospects.  The key – as with anything in marketing – is repetition and persistence.  In this case, One Serving Just Won’t Be Enough. 

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