I just came across an article the caught my interest:
In Advertising, Consistency Pays Off…Your ability to sustain a long-term advertising program shows customers that you're a successful, reliable brand by Steve McKee.
The thought is the more your product is exposed to your audience the more opportunities it earn to build trust with your prospects. Or another way to say, when in doubt, bombard everyone with as much stuff until our name is ingrained on the brain without a thought as to those who want to know-or not, about your product or service.
The end of the article states “The specific content of your ads is, of course, of vital importance as well—…without being misleading, annoying, or ignorant. But what's true of your career, of sports, and of life in general is also true of advertising: never underestimate the power of simply showing up. “ It’s the last part that rubs me wrong…simply showing up.
First, an effective long term marketing campaign involves considering the customer first. When I was 16 years old I participated in several Dale Carnegie workshops on “Effective Speaking and “How to Win Friends and Influence People” A great quote is applicable here, “You can make more friends in two months by becoming more interested in other people than you can in two years by trying to get people interested in you.” Today’s Internet 2.0 allows any serious company regardless of size to have a 2 way dialog with customers, prospects and business, even in real time.
A good internet marketing plan attracts customers by considering the viewpoint of the customers and not spewing a sales pitch as fast as possible. Remember, customers buy for their own reasons, not yours. Dales Carnegie also says “When dealing with people, remember you are not dealing with creatures of logic, but creatures of emotion” and with well know that people will buy based on emotion and back it up with logic.
Trust is a powerful emotion. An Internet Marketing Plan based on customer values, solving the prospect problems and teaching rather than selling is far better than simply showing up to peddle your product or service. I recommend checking out Ann Sieg’s “The Renegade Network University”