Why You Need to Persist Waaay More Than You Think
I recently signed up for two different webinars. They were both scheduled for the same day, one at 10am and the other at 2pm.
Both were related to online marketing (I’m always trying to learn more and expand my knowledge of my field). Both were from successful online marketing companies, and both had informative content for their niche.
But there was one key difference between the two: persistence.
The first webinar was promoted relentlessly.
Here is what they did to promote themselves:
- Right when I signed up, they required me to put in my phone number in addition to my email to register
- Right after I submitted my registration, I got an email confirmation with the link to access the webinar, a list of the main topics to be covered, and the speaker’s summary of experience (magazines he has been featured in, awards he has won, the money he’s earned in his business, etc). That was around 7:00 PM, when I registered.
- Then at 4:30 AM (the day of the webinar; remember, it is scheduled for 10 AM) he sent his second email: a story about how he met a client while on vacation, and eventually turned that into over $1 million in sales. Again he provided the date, time and access link for the webinar.
- Around 8 AM he sent a “two hour warning”: a reminder plus another brief summary of the upcoming material, and again, the time and access link. This time the copy spoke more to the emotional side of why the viewer might need this webinar
- Finally, 15 minutes before the webinar, he sent one more reminder email again with the access link and yet another summary of the material and value to be covered
- On top of that, he texted me 15 minutes before the webinar (here’s where the phone number I input was used) with a brief message reminding me about it once again. He didn’t include the access link in the text because the webinar wouldn’t work well on mobile.
The webinar itself was great and very informative. There was further communication after, both over email and text, this time focused on the product he had pitched during the webinar.
All told, I received a total of five communications within a 14 hour period, just to promote the webinar that I had already registered for.
Was it excessive? Some might say so. But clearly there is a reason for it: it works.
This guy and his team knew what they were doing, and the messages never had a hyped-up “salesy” tone. It was always more of a persistent but friendly reminder, and there was value included in the messages.
Now compare that to the promo for the 2 PM webinar:
- One confirmation email upon registration (maybe five days in advance)
- One simple reminder email the day before, with access link, date and time
That was it. No other promo copy, no stories, no personal anecdotes from the speaker or her authority. They didn’t even send a reminder the day of the webinar.
Compared with the relentless messaging of the first one, I briefly wondered if it had been cancelled!
Someone who was less committed to attending certainly would have lost track of the webinar, forgotten about it, or lost the reminder email in the course of their busy life.
The content of the webinar itself was good, and certainly would have benefited many people if they had seen it.
Without question there was less turnout. And all because of no persistence, and no creativity in the messaging.
Now, does this mean you need to bombard your list with a million messages? Definitely not.
One entrepreneur expert I’m subscribed to sends almost one promo email per day, sometimes two or three. Another seems to only update her list about once a month.
Both are very successful, which is why I am subscribed to them.
Persistence doesn’t just mean tons of emails. It can mean lots of Facebook posts if you are great at that, or frequent images on Instagram, or lots of follow-up phone calls and voice mails with prospects.
You can persist with advertising if that is a viable strategy for your business. Tai Lopez is relentless with YouTube ads for example.
Persistence can also mean daily blog posts or attending networking events 4 or 5 days a week, instead of once or twice a quarter.
Above all, your persistence has to be quality.
If it’s just garbage “buy my product!” nonsense with no real value to the customer, then you turn people off and turn them away.
When I realized just how much potential I was leaving on the table by taking small action, it was staggering.
I literally had tools and techniques that worked. I was able to get new business and new attention. I just had to do more of that stuff to get my desired results.
What are you missing out on by not persisting?