Executing a Follow-Up Campaign in 4 Steps

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The following excerpt is from Dan S. Kennedy’s book No B.S. Direct Marketing. Buy it now from Amazon | Barnes & Noble | iBooks | IndieBound

There are hundreds of variations of follow-up campaigns and strategies. One of the most reliable is structured in four main steps — although, after mixing in low- and no-cost online media like email, each main step may have a handful of contacts, not just one. Today, you have many opportunities to create closed loops, to keep re-engaging prospects. Email and/or mail might drive to a specific website housing a video sales letter or voiced PowerPoint presentation; the viewing of that triggers an email sequence and an outbound telemarketing call; a no-sale by that sequence and call triggers another predetermined sequence driving to a different website and video sales letter. It can all be automated. I currently have a client using four such closed loops, one after the other, each starting as the prior one ends, and, in total, encompassing 48 online contacts, 11 offline contacts, four online presentations, two phone calls, all over 12 weeks. This is all deployed with precision: every follow-up contact is set for the fourth day, sixth day, ninth day, etc.

Here’s a simplified, abbreviated look at a four-step follow-up campaign.

Step 1: Re-state, re-sell and extend same offer

Whatever they didn’t do or buy is presented to them again in the best way possible. There’s acknowledgment at the start that they’re getting your letter or other communication because they didn’t buy. The message will acknowledge that there are X-number of reasons people don’t respond or buy at the first appointment, visit, conversation, etc., and these reasons are then answered and made to go away. The original offer is made available, with a…