What is the truth about follow-up in marketing?

Self-promotion experts like Ilise Benum tell us that it takes 7 "touches" to move a prospect from not knowing you at all to becoming a client.

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

I sure don't buy from someone the first time they call or email, and I doubt if many do.

So, we know we have to spend some time with letters, e-mails, and maybe even phone calls before a prospect says "Yes" to whatever 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 gentleman showed up instead of the girl. He showed me the wonders of the vacuum cleaner and fully expected me to whip out my checkbook and give him $1,200 for it on the spot. I didn't. But it was a really good machine, and I'm still thinking that I might need one.

However - what happened next convinced me that if I bought one, I'd have my son in Seattle buy it and ship it to me, because I didn't want this rude "yo-yo" to earn a dime.

To ease the strain of sitting there in silence while he sullenly re-packaged the vacuum cleaner, I started talking to him about marketing. (I'm a copywriter, what else would I talk about?) He informed me in no uncertain terms that anyone who didn't buy on the first visit wasn't worth calling back. He never stayed in touch with such people - they were a complete waste of time.

OK Fine - I was sure glad when he finally got out my door.

But the question remains - do the rules about staying in touch not apply to products that are demonstrated in prospect's homes?

If this young man sent me an e-mail every month or so offering me cleaning tips or telling me about specials, or bragging about the features on the latest model, or offering a discount if I gave him a referral, 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.