Marketing Isn't Always Instant

By Author: karen grahams
Total Articles: 42
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I've seen it before, and I'm sure many others have heard these woeful claims before as well.

People will start up a large, expensive marketing push. Whether it's brochures, posters, postcards, or whatever else they chose, they'll spend the money to get them designed, along with the commercial printing, and then the sales don't immediately come in.

Suddenly they start looking at all that money they just spent, and don't see any of those sales they were expecting to gain. The panic begins to set in along with the fear that the marketing failed and the money was wasted.

I understand completely what causes a mentality like this, and I've felt that creeping fear that the sales won't come. But more often than not, all that happens is that the sales come slower than expected, but they do come.

If you took the time to properly research your market and design effective marketing, you won't have much to worry about. Most marketing doesn't have instant results. A few forms of marketing are particularly good at generating quick bursts of sales, such as postcards ...
... with direct marketing, but even then you'll continue to gain business long after you first sent out the postcards.

The reason is because unless you're focusing on a timed sale, the primary purpose of marketing will always be to get your name in a person's mind. You need their attention enough to let them know you're the best company for them, but that doesn't always mean they need your services right away, and there's the real issue.

I might get an advertisement telling me about a great line of clothing coming out, or what great deals I can get at one particular store, and it might gain my interest enough to make me want to come in. But do I need to right away? Will I go to the store within a day or two of hearing about them?

I find it doubtful. Two or three weeks might pass before I set foot in that store, but this delay doesn't mean the marketing was ineffective. It doesn't mean the company wasted their cash on commercial printing, it just took longer for them to get my sale because I was busy and didn't have time to come in.

There's the truth of the matter. People have lives and people aren't always able to rush into a store, but that doesn't mean they won't in the future. You can't expect someone to drop everything they're doing when they see your ad.

The next time you get your marketing taken care of and you start finding that familiar tension creeping back up on you, just take a moment to consider how busy most people are. If you wait long enough you'll find those sales keep coming in. They might not come in all at once, but they're still coming in.

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