When the first attempt at anything doesn’t work, do you give up or stick with it and try again?

Of course, you try again. Why would marketing your business be any different? Like anything else it requires consistent marketing.

I want to talk today about this misconception some business owners have when they’re trying to market the business themselves. This is something that I cover in my new book 11 Reasons Why Your Business Is Not  Growing, which covers 11 typical mistakes that businesses make when trying to market and brand their business. 


So I’m covering now one of the ways businesses make a mistake in only trying something once and, when it doesn’t work, they give up.

One reason is that they expect immediate results, so when they don’t get sales conversions they decide the approach they used doesn’t work. But what they fail to realise is that sales and marketing are different and work differently.

Sales will give immediate results while marketing is more like planting a seed and you’re going to watch it grow over time as you build a relationship with the client. It won’t be an immediate sale. You’ve got to build that trust. People don’t buy from you until they trust you and know you.


The way to build that trust is through consistent marketing  

I see this with a lot of customers requesting my copywriting service for a single email. They want to book one email, as if that is going to do miracles for them. I have to explain that the content needs to be dripped consistently over a period of time. When the first email doesn’t bring in great results, it isn’t that it didn’t work. It’s just the first phase in warming up your audience.

Put yourself in your customers’ shoes. You’ve been there. Think of all the times you’ve received unsolicited emails offering you something the sender is sure you’ll need. The email arrives when you are busy at work and you didn’t really see it at all. You certainly didn’t open it.

Then the next email arrives from the same sender and this time the sender got lucky. You saw it and it roused your interest. You make a mental note to look at it later when you have time. Of course that time never comes and it gets buried with the rest.

The next time you get the email, you actually move it into your to-do folder to look at later. But it isn’t until the next email arrives that you think, you know I really need this, let’s have a look now.


Imagine if that sender had only sent you the first email and decided this email marketing lark doesn’t work!

Now, statistics prove that your first email will land in a few people’s inbox on exactly the day that they needed to see it and they have an exact need for it and they respond straight away.  But more often than not, you need to work at building that trust first.

So think of ways to get emails to your clients on a regular basis and when you have an offer, make it a campaign not a single email!

Keep marketing this way often and even if they don’t need your services now, you’ll be top of mind when they do! Adopt a strategy of consistent marketing.


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Ange Dove is an author, mentor and master copywriter. The founder of content creation agency, Proof Perfect, Ange is also known as Your Business Transformation Fairy Godmother and coaches business owners to MarketSMART.