Building one postcard upon the last creates a haven for your customers. It builds their interest in your business until they're ready to buy. This is the true power of a marketing campaign--one postcard



enriches previous cards until they crescendo into a marketing campaign.

The key to most success is persistence, and marketing is no different. If you want your business to be successful, you must market continuously.

* Golden Nugget #1: The marketplace is noisy. The average American is exposed to more than 5,000 marketing messages a day (Yankelovich, Inc.). This makes repetition crucial--your audience will hardly notice your message the first time you send it.

* Golden Nugget #2: Repetition delivers sales. Successive postcard mailings deliver nearly twice the response of the first card. If your first mailing results in 30 sales, 60 or more may result from a subsequent mailing. That makes repeated mailings smart budgeting.

* Golden Nugget #3: Someone's not ready. Sending more than one postcard to the same audience increases your chances of catching people when they need what you're offering. Most of the time, no response from a prospect means "no for now." Mail to that list again and you'll find new buyers.

* Golden Nugget #4: Don't stop mailing too soon. Experts advise mailing to a list at least three times before calling it a dud. As long as you're getting a high ROI, there's no reason to stop mailing to that list.

* Golden Nugget #5: Building trust takes time. People need time to start to trust you. Successful marketing relies on the KLT factor--Know, Like, Trust. Reach out to the same list and build that KLT factor over time.

Allow your campaign to grow over time. Patiently build that KLT factor for your list. Each additional postcard will bring in profits, and by the time you've come to the end of your marketing campaign, your ROI will be considerably higher.

Now that you're committed to repetition, how often should you mail? Experts suggest sending postcards every 4 to 6 weeks to keep your business "top of mind." This top-of-mind placement will translate into more sales.

If every 4-6 weeks is too often, mail at least 4 to 6 times a year. That will keep your message front and center and help you leverage each mailing into greater profits.

Mailing less frequently works, of course, but mailing more often lets each postcard build on the last, leading to exponential returns on your investment.

Ultimately, repetition is the golden nugget that makes the difference between a successful postcard and a postcard that brings a BOOM! of business through the doors.