Thriving in an unpredictable and fast moving environment can be challenging. In part 1 of our series based on the book Great By Choice, we discussed why some companies thrive in chaos when others fail and why 10Xers find the opportunity in today’s unpredictable environment. Let’s continue with our series and find out how fanatic discipline can help you create a successful direct mail campaign.
Fanatic Discipline = Consistency
Jim Collins, author of Great By Choice, says “Discipline, in essence, is consistency of action – consistency with values, consistency with long-term goals, consistency with performance standards, consistency of method, consistency over time.”
Consistency over Time
Consistency is at the core of every great direct mail campaign. Today’s consumers are quite savvy. They want to know, like and trust the companies they are doing business with. It is really hard to get to know someone with a random single point or two of contact, and it is rare for anyone to buy on the first or second touch. Research has shown that it takes about seven to nine touches to turn a prospect into a customer. Therefore, a successful direct mail campaign uses fanatic discipline to have a consistency of action over time that helps your customers get to know you, like you and trust you with their hard earned money.
Consistency of Action
Just as important as the number of times you send a mailer is the frequency in which you send it. You want to stay top of mind with your customers without overwhelming them. How do you determine the ideal frequency? Check out… How to Determine the Ideal Frequency for your Ongoing Direct Mail Campaign and How to Determine the Ideal Frequency for your Ongoing Direct Mail Campaign – Part 2.
Consistency of Method
A key piece of successful direct mail campaigns is brand consistency. It is vital for your customers to form an emotional connection to your company. Keeping your colors, fonts and graphics consistent across all of your marketing materials will help people instantly recognize your company. Communicating a consistent tone and message centered on your values will entice them to take action.
20 Mile March Your Direct Mail
What is a 20 Mile March and what does it have to do with fanatic discipline? The 20 Mile March is a theory that states you should march your 20 miles consistently regardless of the conditions. Companies who have the fanatic discipline to consistently march their 20 miles have more successful outcomes than those who go all out in good times or hold back in bad times. In other words, by investing consistently in your direct mail campaign over time you will yield better results than sending out randomly timed mailers when you have extra time or money in budget.
Be sure to set clear checkpoints and milestones to help you focus along the way. A great way to do that is with some SMaC! Our recent post, SMaC Your Marketing shows you how to apply Collins SMaC principle to your direct marketing. SMaC stands for Specific, Methodical and Consistent and it is the perfect method to follow when designing your 20 Mile March.
Want some help scheduling your 20 Mile March? Allegiant Marketing Group is committed to helping you create a cost effective and fanatically disciplined direct mail campaign so your prospects will know, like and trust you – and ultimately buy from you. Give us a call today at 800-648-3107 or fill out a short contact form and we’ll be in touch soon!