I had a good chat with the head of an MSP the other day, and he asked me:
“Is there one thing - one silver bullet - that makes your marketing work?”
Great question. It reminds me of the scene in City Slickers where Jack Palance tells Billy Crystal that he has to figure out his “one thing”in life, and then it all becomes clear.
So is there one thing? Yes…kind of.
The ONE THING…drumroll please…is that there isn’t any one thing.
Hold on, hold on…I’m not trying to be tricky or evasive here. The reality is that one of the greatest secrets of effective marketing is that you must do more than one thing. You must use different approaches, different media, different messages, and different offers if you want top results from your marketing.
The worst thing in the world is to see someone do what one of my marketing advisors calls “whack-the-mole” marketing, and then quit when they don’t get immediate results.
You know…that carnival game where the mole shows his head and you try to smack it…that’s the way most people market. They see what they think is an opportunity and try to “whack” it with a one-time marketing blast. It doesn’t get results, and they determine that marketing doesn’t work.
Your marketing needs to be a coordinated attack that incorporates:
- Direct mail
- PPC advertising
- Press releases
- Blogs
- Newsletters
- Phone calls
- Email blasts
- Faxes
And more. And yes, that takes time and resources to pull off.
Use a variety of approaches and touches over time - all using effective direct marketing principles - and you will have success!
MRC
We cover these topics and others in our membership site MSPCoach.com.
