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It s like starting back at square one. You ve got to
hang in there.
Put the word out 18 times. Then you ve
penetrated a person s mind six times, and this is
when they think that maybe they should rethink you
seriously. When might they make the purchase from
you?
Then put the word out 21 times. You ll have
penetrated their minds seven times, and this is when
they actually think to themselves, where am I going
to get the money? This is where they think very
seriously to themselves, when will I do it? When will
I get the money? They are that close to purchasing.
Now you put the word out 24 times. You ve
penetrated their mind eight times. This is when they
check with whoever it is that they have to check with
before making the purchase. Their boss, or their
partner, or their wife or their husband. Whoever it is
that they have to check with, this is the phase they ll
do it.
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Now you put the word out 27 times. You ve
penetrated their mind nine times. Now they buy what
you re selling and they listen to what you are saying.
If you want to enlarge the size of the transaction
now you ve earned that trust over this period of time.
So, the first personality trait of successful
guerillas, obviously, is patience.
Who else could hang in there that long through
the whole process to take place, but someone with
patience? Because marketing is not an event, it s a
process.
Say that again, Jay.
Marketing is not an event, it s a process.
It takes a lot of patience to hang in there for that
whole process to happen.
Most people think marketing is something you
do. Put the word out online. Send a letter or post
card. Or, put a yellow pages ad in and I m going to
sell. No way. It doesn t work like that.
You need the patience to hang in there. We
talked about repetition before.
The second personality characteristic is
imagination.
By that I don t mean dreaming up headlines or
copy.
Instead, by imagination, I mean that if you are
going to do a mailing, face up to the fact that people
are assaulted with a blizzard of direct mail. They are
going to toss most of it away.
So, decide that if you are going to do a mailing, if
you really want to break through the clutter, decide to
invest in first class postage. Which means 34¢.
But don t buy a 34¢ stamp. Because anybody
can do that.
Instead by 11 stamps. Then on each letter put a
6¢ stamp, two 4¢ stamps, four 3¢ stamps, and four
2¢ stamps and it adds up to 34¢.
Then when the person gets the letter, for the first
time in their life they see a letter with 11 stamps on it.
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They are definitely going to open that letter.
That s a million dollar technique right there.
Right. That breaks through the clutter.
That gets you a response rate.
When you hear about direct mail, when you study
direct mail, you learn that a healthy response rate is
2%.
Doing things like this, your response rates are 10
and 20% or higher.
All it takes, as I said, is imagination.
The third personality characteristic after patience
and imagination, is sensitivity.
Successful guerillas are sensitive to the market,
to this particular time in history, and to the place in
which they are marketing. Urban is different than
rural. They are sensitive to the competition, what the
competition is saying, etc.
Mainly they are sensitive to what s on their
prospect s mind right now. What are their prospects
thinking right now. That s what they are really
sensitive to.
The fourth personality characteristic is ego
strength.
Here is what I mean by ego strength: You launch
a marketing campaign and you are saying the right
words in the right places to the right people. Guess
who are the first people to get bored with your
marketing?
The answer is your coworkers. Your employees.
Your family.
They are the people who are going to say, hey
I m getting a little tired of the marketing you are
doing, why don t you change it.
So, you need an ego to stand up to these people,
to give them a nice warm hug and then send them
on their way knowing they don t know beans about
marketing.
The people who love you the most, give you the
worst marketing advise.
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You need the ego to stand up to those people
and realize that the people who have only heard your
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