How Many Exposures Until Your Prospect Buys?
How many exposures until your prospect buys your product or service? The number varies, but it typically takes 7-20 or more exposures to convert your prospect into a paying customer. In some cases it takes even more. The sad thing is that most business owners and marketers stop following up with prospects after the second or third call (or email). That means they are leaving a lot of money on the table.
You have to understand that most consumers are inundated with advertising. From the time they wake up each morning to the time they go to bed at night, they are exposed to thousands or even tens of thousands of marketing messages via the internet, television, radio, newspaper, magazines, billboards, etc. Heck, you can't even go into a public restroom without seeing advertising!
In most cases, people will tune out most of these messages. It’s as if they have their spider senses turned on to tune all of this advertising out. That’s why you have to stand out in the crowd and be persistent. Here's an example of what your marketing message might look like to someone.
1st Message: Your message goes unnoticed
2nd Message: Your message goes unnoticed
3rd Message: Your magazine ads gets looked at and tossed away
4th Message: Your prospect gets your postcard and tosses it in the garbage immediately
5th Message: Your prospect watches you ad on television and turns the channel
6th Message: Your prospect spends 15 seconds reading your sales copy
7th Message: Your prospect hangs up on your telemarketer
8th Message: Your prospect notices your item in the store when they go shopping
9th Message: Your prospect gets a catalog in the mail and looks through it
10th Message: Your prospect sees one of their friends with your product
11th Message: Your prospect decides that your product is pretty cool
12th Message: Your prospect visits your website to look around but doesn’t buy anything
13th Message: Your prospect visits your website again and signs up for your newsletter
14th Message: Your prospect gets their newsletter and visits your website but doesn’t buy anything
15th Message: Your prospect receives another postcard in the mail and decides that product must be a good deal
16th Message: Your prospect compares your products and prices to your competitors
17th Message: Your prospect thinks she might want to own the product
18th Message: Your prospect wakes up one morning and decides to order your product
19th Message: Your customer goes to your website
and orders your product
20th Message: Your prospect becomes a loyal customer and tells everyone about your products
Worst of all, the prospect actually thinks it was there idea to purchase your products. What they don’t understand is that they have been exposed to great marketing.
Great marketing is when we purchase a product and think it was our own idea to do so (even though it wasn’t). Great marketing will get your subconscious mind to do what the marketer wants you to do (buy their product).
Once you understand how this process works, you can control the results of your advertising. Of course, you want to focus on your target market and use different marketing medias. But most of all, you need to be persistent. You need to follow up until the person dies or tells you to stop.
Personally, I think it’s wiser to contact 1,000 people ten times each compared to contacting 10,000 people once. Just focus on your target market and be persistent with your marketing and you will get good results.
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