Maybe because the competition is great on the Internet, or maybe just because that is the way it has always been, marketing is something that needs to be done aggressively and consistently over time to build and sustain momentum. Marketers can never rest on their laurels because they will quickly fall behind and go to the bottom of the heap.
That is one reason that there are many failures in Internet marketing, because people believe they can do something once or twice and that they are going to get results. When they don’t they quit trying because they think it is pointless. There is actually a laundry list of reasons why people don’t try hard enough and most are avoidable.
The reason that you need to keep your volume turned way up when it comes to marketing is the fact it is a bit like ‘finding a needle in a haystack’. The majority of people in the world may not be interested in whatever you are selling; but likely there are those who are, and you just need to reach them with the deal they can’t refuse!
Years ago the number that was bandied about was 1% response rate being acceptable with regard to for example eMail marketing. There are a number of things that have happened since then that make it more like .01% would be a welcome result. Note that response can mean just a further inquiry and not necessarily a sales transaction or done deal – so the percentage would be even smaller for actual sales.
Spammers are still running rampant and as such eMail services are forced to use spam filters. Unfortunately the spam filters are not as smart as they think and often can’t differentiate illegal spam from legal bulk mail sent by legitimate businesses. Hence your message may go to spam and never be seen.
Most ethical business would only use permission-based eMail which means you have to request them to send their publication by ‘opting in’. Even that is often blocked by spam filters. So right off the top you are starting at a kind of deficit where you realize some if not most of your mail is going to end up in a spam folder – if you are lucky and it is not just outright blocked from being delivered.
On top of that, people being inundated with spam after a while will realize it is futile to try to keep up with it and will stop even opening most of their mail. Hopefully they will recognize your return address and since they signed up to receive mail from you, will fish it out and read it.
This is not to say ‘throw out the baby with the bathwater’ – eMail marketing is still a major strategy in Internet marketing. What is does mean is again, you need to keep your volume way up to make up for the problems with this avenue. So ‘the list’ is all the more important than it ever was, because on this list are precious eMail addresses and names of prospective customers or leads. If you can get them to opt-in to your publication, they are ‘warm’ leads – not just names on a list (because they did initially respond to your ad) and have thus at least expressed an interest.
So the idea is, whatever you do in this regard, whether it is using list builder systems, sending solo ads, or buying leads, you need to realize that you will need many on an ongoing basis. Besides that you will need to remember not to get discouraged or blame the program or product you are advertising if you don’t get a response right away. There is no better example for saying you need to keep the volume up and don’t stop every day that you are still in business.