No this is NOT about psychics or charlatans! This is about what YOU think works and how that affects what you DO.
Now to give you some background on where I am coming from, before returning to marketing, I built my highly successful real estate business in Clearwater by using direct mail marketing pieces and networking. I am more than willing to drive across town to visit someone in person rather than call them on the phone and I hardly ever send marketing or informational emails to my clients.
I was sitting in a meeting this week with a realtor who ONLY sends email, no direct mail and who also networks very well. She is adamant that direct mail does not work, she has tried it before and got nothing for her effort. I told her that I had tried email before and it didn't work AT ALL. Come to find out that both of us had sent ONEÂ or TWO pieces, MONTHS apart and then decided that it didn't work.
I hate to talk on the phone so I assume that everyone hates to talk on the phone. She LOVES email, the internet and all things technology related and so she thinks she has the best chance of getting her message across by doing what makes the most sense to her.
What we found out is that one way doesn't provide a whole message. Some people who you communicate with will get the most from your emails, some from direct mail and you can never go wrong talking with someone on the phone or face to face. The key is to talk to them EVERY month in EVERY medium to remind them that you are still in business and still want to serve them!