Originally Posted by Wilks_eye
Dale, I'm interested to know what you think is the "reasonable amount of time" for trying out a marketing technique beore dropping it. The more reason so if the technique costs money.
Thanks! Nice post again Dale!
Thanks, Wilks! That's a tough question to answer, because there are a variety of factors involved and every situation is different. But I'll try to answer your question as best I can.
Suppose you decide to do a direct mail campaign. If you have all your ducks in a row, including a compelling offer and a good targeted list, if you don't at least break even on your initial mailing, I personally wouldn't do a follow-up mailing, because its been my experience that with each successive mailing, the response rate generally goes down.
Here's another example: A lot of ezines will offer you a free ad if you purchase three ads in advance. I wouldn't take that offer, because if your ad doesn't pull the first time around, running it additional times isn't going to make it pull any better.
Here's one final example: I've had pay-per-click campaigns start out slowly and just as I was about to pull the plug, suddenly explode. So it's best to be a little bit more patient with with PPC.
Generally speaking, when you find something that works, stick with it until you reach a point of dimiinishing returns. Like I said previously, there are a variety of factors involved, and every situation is different, but the aforementioned examples are good rules of thumb. Something else to keep in mind. These are my own personal experiences. Others may have entirely different experiences altogether.