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Factor Four Consulting, Inc

5413 Burford St.

San Diego, CA 92111

tel: 858-220-0202

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Don’t be a One-Hit Wonder

October 13, 2016

Do you like listening to 80s hits? My boys really do, and they love to ask me details about the song. I am not sure whether it is fortunate or not, but I can typically tell them the name of the song and artist even if they are only one-hit wonders.

The funny thing is that I could probably not remember either the artist or title without actually hearing the song. If you ask me what are some songs I like from the 80s, the one-hit wonders are unlikely to come to mind (other than possibly Come on Eileen by Dexy’s Midnight Runners).

The point is that most people cannot remember these songs without a prompting. The same is true for most service businesses. A lot of service professionals will meet someone, give them a card and maybe a brochure, then expect that person to remember them when they need someone. Don’t count on it!

Unless you are in a business that deals mostly in urgent needs, think plumbing and bail bonds, it is typically going to take more than one contact to convince someone to do business with you or recommend you to someone they know.

What are you doing to stay in front of potential clients? Two ways to do this are:

Newsletter - Putting out a useful, informative email or print newsletter helps keep you top of mind (you are reading this one, right?). And if you want them to know, like and trust you, keep the promotion to a minimum and focus on providing useful information.

Retargeting - If prospects are coming to your website, you can use a type of online advertising that puts your ad only in front of people who have visited your site. This allows you to present them with multiple messages and stay top of mind for up to 90 days.

When you take the time to stay in front of prospects and referral partners, you can get much more out of your marketing efforts. I have had people on my email list contact me years after we first met and with no communication in the interim other than the newsletter.

Staying Top of Mind
If you would like to make sure your business stays top of mind, then let’s talk. I can give you some ideas that would be a good fit for your business and if you want help executing, we would be happy to talk about that as well. Contact us to schedule a time to talk.

 

 

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