When I taught marketing and advertising a few years ago, I generally told my students to anticipate that it would take as many as twelve exposures before an unsolicited advertising message made any impression on a prospect. Problem is, few small businesses can afford to repeat expensive marketing over and over. That's probably why the Small Business Development Center says that the largest reason businesses fail is that they neglect to market themselves. Today, we have an excellent solution in the Web, especially when combined with targeted email messages to persons who have visited our sites. For the small monthly price of an Internet hook-up you can send all the messages you want to prospects who have asked for it.
Valuable repetition is a snap.
And, there are no costly postage or long distance charges to contend with. We recommend that whenever someone asks you for information about your products or services, you should not be content to simply send them a single reply - they may be busy when it arrives, or not quite as interested as they were initially . So instead of quitting with one follow-up note, send another a few days later. Remind them of your offer and see if they need more information or help. People don't mind getting email when your messages are full of things they want to know about.