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July 18, 2017

Speeding Kills: Slow Down Your Car and Your Marketing

“Adam 21. Please respond to 3000 Garrison Avenue for a Signal 31. Caller states a vehicle is flipped on it’s side.”

As we got closer and saw the accident, the officer said, “Good thing we have a chaplain. That looks deadly.” Just look at the picture above and you’ll see what I mean! As we ran over, we saw a group of teenage girls crowded around hugging each other and standing over what looked like a body.

Thankfully, it was just a blanket. All the passengers in the car were completely fine – not even a scratch! The officer began his investigation and quickly determined the car was going too quickly and the driver lost control. As an admittedly fast driver, I know the faster I go, the harder it is to correct steering and take action on quick decisions.

It got me thinking how businesses can make the fatal decision of marketing too quickly.

I’m Looking At You, Discover

Last week, I canceled my Discover card because I don’t use it anymore. This entire week, I’ve been getting retargeting emails and postcards trying to win me back. It’s not working on me and if anything, is more annoying than helpful!

If I was in charge of the Discover marketing team, I would send a well-written goodbye email a day later. A week or two later, a one question exit survey would follow and then that’s it.

I understand Discover’s urgency but it’s a classic example of marketing too quickly.

Patience Is Rewarded

Coca-Cola has spent over 100 years marketing their products and that’s why it’s a multi-billion dollar company. It takes 6 to 8 touches to open up a lead. Marketing is a slow game – never a fast one!

Keep steadily reminding people of your services and wait for them to realize how badly they need you. If you sell a useful product, it’s only a matter of time. If you don’t sell something useful, find a new job 🙂

Recap

Keep your speed in check. It’s tempting to let loose but you risk alienating the very people you’re trying to reach. Be strategic in your marketing touches and you’ll be rewarded.

Also, check out this tow truck flipping the car back over – it’s cool!