This week I spoke to someone for the first time. He has been getting my emails, attending my webinars and downloading my material for 2 years.
Up until now he ‘wasn’t ready’ (we established he was actually ready long ago but it took his wife to kick him in the pants) so he didn’t reach out.
But I’ve stayed in his life for 2 years.
In the interests of research I checked and he’s received 276 emails from me…
Marketing is often focused around ‘new’.
New customers.
New tactics.
But no matter how many new prospects you attract most of them aren’t ready to buy.
Hubspot research shows that figure at 96%. For every 100 people who discover you only 4 of them are ready.
Marketing is the ultimate leaky bucket. You can pour customers and money in the top but if you haven’t plugged the holes you will never fill the bucket up.
I gave myself 276 opportunities to deliver value, build trust and make offers.
You might not need 276 goes – you might need 27, or you might need 2000 – but you need a system that does it on autopilot so customers can put their hand up when their ready.
