FOLLOW-UP
We have often heard clients tell us how surprised they were at not having received a single call from a letter that they sent to a particular group of prospects. The ensuing discussion usually reveals that only one letter was sent, the content of the letter had nothing to do with the benefit the prospect would enjoy by purchasing the product, and very rarely was there a clear call to action.
This mistake is a very common one. The presumption is that everyone on the list already knows how great the product or service is and all they need is a letter from the company’s president and they will knock the doors down with orders. If it were that simple, there would be no need for agencies like The Discovery Communications Group.
One of the more glaring omissions in the aforementioned and severely doomed strategy is the lack of a pre-determined follow up campaign. Sending one communication, a letter or a postcard, is generally not enough to expect that you will stake out enough prime real estate in your client’s heart and soul as to merit a response.
Deciding on a disciplined follow up program before the first piece goes out can help to drive the results you want. Your direct mail piece might well have created the interest you desired. However, even with the best of intentions, the reality is that people are very busy and are often juggling multiple responsibilities. A well timed follow up might be just the thing needed to push the prospect over the edge into the realm of the actual purchase.
The personal touch, wherever possible, is the most powerful means of communication we have at our disposal. Always.
|
