What you must understand is that it takes somebody seeing your name 5-9 times before they feel like they know you. People buy from those they KNOW, LIKE, and TRUST. This bears repeating: people buy from those THEY KNOW, LIKE and TRUST!

Amazingly, when you set out to implement a multi-step marketing campaign, known as a drip campaign in most industries, you can turn a cold list into (at the very least) a lukewarm list. Who wouldn’t rather have a group of lukewarm prospects rather than cold prospects? Just imagine creating a system where everyone you call is a “warm call” — it IS possible.

If you can identify your prospects’ main problem(s) and offer a solution via your marketing campaign, you will increase your odds of winning any potential business by 100%.

The following is an example of a win-win drip marketing campaign. Initiate each step 10 to 14 days apart, and begin with whatever size list you have.

1. Send A Letter
Start your campaign by sending an introductory letter; attach an article/special report that will provide value to the reader — this sets you up as “the expert”. A sample special report could be something like “THE 7 HIDDEN DANGERS IN Fill in the blank”. Do not ask for business in this letter, just provide value.

2. Follow-up With An Email
Follow up the letter about 10-days later with an email asking the recipient if he received the “special report you mailed on XXXX, 2009”. Attach another copy of the article/special report just in case.

3. Send A Second Letter
Send another letter letting the reader know you are enclosing a second article/special report you think will be of interest. Again, this is positioning you as the expert. Do not ask for business in this letter; just continue to provide valuable information.

4. Follow-up With Another Email
Basically repeat step #2 — ask the recipient if he received your article/special report and attach it again “just in case”.

NOTE: The importance of following each “snail mail” with an email is two-fold: the customer will see your name again and it will make it super easy to reply just by hitting the ‘reply’ button; you wouldn’t believe how lazy people are.

5. Fax (Fax Blast)
This step is tricky if you don’t have the technology available for fax-blasting — each one will have to be done by hand. However, please don’t underestimate the value of using multiple mediums to reach a prospect.

Send a one-page blast of just about anything that will provide value to the prospect’s day — article, resource, news story, anything. Just be sure not to make it all about you. I am sorry to say, nobody really cares.

6. Postcard
This can be a fun step. Ugly colors, goofy clipart pictures, anything to get the reader’s attention will work here. My suggestion is to include several success stories from other clients and a handful of testimonials. Also, a winning headline is essential! Don’t leave any space unused!

7. Call
Now you can finally call. Have a script and be ready to be ‘wowed’ – your cold list will now be full of warm prospects!

8. Letter
Use this letter as a follow-up to your phone call. Have two different follow-up letter templates available: one for those you got through to via phone and one for those you didn’t reach.

9. Email
Let your prospect know you’re there for him. Use your imagination here. It is appropriate in steps 8 and 9 to ask for business.

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