Cutting back part II
| posted by Larry MersereauOK, you HAVE to cut back on advertising and promotion. You have no choice, the money isn't there.
At least do it intelligently. There's a constant balancing act in marketing: Reach vs Repetition. Reach is how many people you want to put your message in front of. Repetition is how often you want to contact them.
A key to successful marketing is to keep holy the repetition. People have to see you regularly to keep you name close to the surface in their memory banks. If you cut back on repetition, you fall down the list of names they can recall from memory. You want to stay at the top of the list.
So the solution, if you just MUST cut back, is to contact fewer people.
* Mail to a smaller list.
* Stop advertising in publications that talk to a lot of non-prospects.
* Stop mailing to customers who aren't profitable.
Narrow your reach to just prime prospects, then maintain the frequency so you stay "top-of-mind" with that group.
When the market comes back...and it will...you'll be the first name your prime prospects think of when they're ready for that buying frenzy.
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