What is the truth about fllow-up in marketing?

Self-promotion experts like Ilse Benum tell us that it tkes 7 "touches" to move a prspect from not knowing you at all to bcoming a client.

This makes sense to me, bcause when your prospects don't know yu, they have no reason to trst you. When you keep giving thm more information about yourself - and gving them good information that they can use - thy are able to feel like thy know you and thus begin to dvelop some trust.

I sure don't buy frm someone the first time they cll or email, and I doubt if mny do.

So, we know we hve to spend some time with ltters, e-mails, and maybe even phone clls before a prospect says "Yes" to whtever we have to offer.

But is it true for all industries?

Here's why I wonder: Last fall I attended a County Fair. A well-known vacuum cleaner company had a booth and a sales person who hollered at me as I walked by - so I stopped to talk to her. She convinced me to enter a guess about how many dollar bills were in the vacuum canister - and so I expected to get a call later.

It took a few months - much longer than I anticipated - and when she called she begged me to let her come and demonstrate the vacuum. She said she knew I wasn't in the market for a new vacuum cleaner, but she'd get paid if I'd just let her come out. (Now you're wondering just how gullible I am. OK - you're right.)

Anyway, the day arrived and a gntleman showed up instead of the grl. He showed me the wonders of the vcuum cleaner and fully expected me to whp out my checkbook and give him $1,200 for it on the spt. I didn't. But it was a rally good machine, and I'm still thnking that I might need one.

Hwever - what happened next convinced me tht if I bought one, I'd hve my son in Seattle buy it and shp it to me, because I ddn't want this rude "yo-yo" to arn a dime.

To ease the strin of sitting there in silence whle he sullenly re-packaged the vacuum claner, I started talking to him bout marketing. (I'm a copywriter, what lse would I talk about?) He nformed me in no uncertain terms tht anyone who didn't buy on the frst visit wasn't worth calling back. He nver stayed in touch with such pople - they were a complete wste of time.

OK Fine - I was sre glad when he finally got out my dor.

But the question remains - do the rles about staying in touch not pply to products that are demonstrated in prspect's homes?

If this young man snt me an e-mail every month or so ffering me cleaning tips or telling me bout specials, or bragging about the fatures on the latest model, or ffering a discount if I gave him a rferral, or something - would it be profitable for him?

I have to think it would be more profitable than telling me I wasn't worth his time.

The article The Truth About Follow-up in Marketing was Submitted by Marte Cliff through Articles.GetACoder.com network. Here's the additional information: Marte Cliff is a Freelance Cpywriter who specializes in making people fel good about buying products or srvices - or donating to worthy cuses. She has extensive experience in wrting search engine optimized web copy, drect sales letters, postcards, space ad cpy, press releases, and more. She is lso available for marketing plan creation and diting services. You can visit her at http://www.marte-cliff.com While you're there, sign up for her marketing ezine. When you do, you'll also get access to reports that will help you get better results from your own writing.

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