Whats The Shelf Life Of Your Marketing?最新的货架寿命您的营销？

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Your marketing information is perishable like a loaf of bread.您的营销信息是易腐像面包。 Leave it on the shelf for longer than 7-10 days and it's stale as far as the majority of your prospects are concerned.离开它在货架上的时间超过7-10天，它的陈旧至于大多数的前景感到关切。

I was talking with David, a client from Arizona who owns four physical therapy clinics in the Tucson area.我是大卫交谈，一个客户从美国亚利桑那州谁拥有四个物理治疗诊所在图森地区。 I asked him how business has been since we talked two weeks ago.我问他的业务一直以来我们谈论两个星期前。 He said three of his clinics were booked solid but the fourth was suffering from a lack of clients.他说，他的三个诊所预约，但第四名的是缺乏客户。

When I asked him what he thought was the problem, he acknowledged that his sales representatives for that clinic hadn't been in touch recently with the doctors who refer patients to them.当我问他什么，他认为是问题，他承认，他的销售代表该诊所没有接触最近的医生转介病人谁给他们。 In contrast, the pharmaceutical companies have three reps assigned to visit each of the same doctors' offices every week.与此相反，制药公司有3个代表分配给每一个访问相同的医生办公室每星期。

Even though doctors in the area had used David's firm's services in the past, and their patients have a continuing need for these services, without recent contact the doctors had started referring their patients elsewhere.尽管医生在该地区使用了大卫的公司的服务在过去，他们的病人仍然需要这些服务，但最近接触的医生已开始提到他们的病人在其他地方。 As David had quickly learned, just because someone knows about your services doesn't mean they will remember you when they are ready to make a referral or a purchase, even if they were a satisfied customer.大卫很快就学会了，只是因为有人知道您的服务并不意味着他们会记住你当他们准备好进行推荐或购买，即使他们满意的客户。

According to a study by e-consultancy.com, prospects cool quickly, at an estimated rate of 10% per day.根据一项研究用e - consultancy.com ，前景迅速降温，估计10 ％的速度一天。 In other words the shelf life of your marketing on average is about the same as a loaf of bread, 7-10 days.换言之，货架寿命您的营销平均约为一样的面包， 7至10天。

Grocery store managers know that people won't buy stale produce or moldy bread, so they continually replace their stock.杂货店经理知道，人们不会购买陈旧的生产或发霉的面包，所以他们不断地更换股票。 The same thing happens in marketing.同样的事情发生在营销。 Your prospects will lose track or discard your previous marketing information, even if they need your products and services.您的前景将失去追踪或舍弃您以前的营销信息，即使他们需要你的产品和服务。 To keep your marketing information fresh in their minds, you need to expose them to it on a regular basis.为了使您的营销信息使人记忆犹新，你需要使他们有定期。

Obviously, your marketing shelf life will vary depending on the type of information you want prospects to retain and the type of communication.显然，您的营销货架寿命将取决于信息的类型您想要的前景保持和类型的沟通。 When people visit my web site they can fill in a contact form requesting a call.当人们访问我的网站，他们可以填写联络表单，要求通话。 On occasion I get these and respond within 10-15 minutes.有时我和应对这些内10-15分钟。 The majority of people I talk to remember filling in the form, the content of my site, but can't remember the URL for the site.大多数人我交谈记得填写表格的内容我的网站，但不能忘记的网址站点。

If people can't remember the URL of your web site, even if it provides an essential service they want to pay for, they won't be able to find your site and buy from you.如果人们无法记住的网址您的网站，即使它提供了基本的服务，他们愿意支付，他们将无法找到您的网站，并从您那里进行购买。

Estimated Average Shelf Life of Your Marketing:估计平均货架寿命的营销：
- Visiting your web site to forgetting your web site: 2 minutes -访您的网站，忘了您的网站： 2分钟
- Reading a page or more of your marketing materials to forgetting your products or services: 5 to 7 days -读的网页或更多的营销材料，忘了您的产品或服务： 5至7天
- Talking with you to forgetting you; 2 to 3 weeks -谈与你忘了你; 2至3周
- Buying from you to forgetting your company; 1 to 3 months -购物从你忘了你的公司; 1至3个月

It's not that you don't provide essential products and services and people don't want them; the problem is that your marketing information regularly gets buried in your prospect's minds.这并不是说你不提供必要的产品和服务的人不想让他们的问题是，你的营销信息定期得到埋在你的前景的头脑。

We have the same struggle with my teenage son.我们有相同的斗争，与我十几岁的儿子。 Much as we'd like him to sort his laundry and put clothes neatly away in his bureau, gravity takes over and the clothes end up on the floor.虽然我们希望他进行排序洗衣和他的衣服整齐地提出了他的局，重力接管和终止的衣服上发言。 He sees and wears the clothes at the top of the pile.他认为，和穿的衣服上方的桩。 In short order, he's run out of shorts.在短期内，他耗尽短裤。 Where are they?他们在哪儿？ Buried at the bottom of the pile.被埋葬在底部的桩。

If a prospect has just been to your website, read your marketing materials, talked with you or made a purchase from you, your information is at the top of the pile in their mind.如果一个前景刚刚到您的网站，阅读您的营销材料，与你交谈，或作出了购买您，您的信息是顶部的桩在他们的脑子。 Each day that goes by they take in more information that gets added to the top of the pile, and your marketing information gets pushed further and further down until they no longer remember it.每一天过去，他们采取更多的信息，得到添加到顶部的桩，和你的营销信息得到进一步推进和进一步下跌，直到他们不再记得。

How can you avoid having your marketing go stale in prospects' minds or get buried by all the other information they process?你怎么能避免您的营销中去陈旧前景的头脑还是掩埋的所有其他资料，他们的进程？

1. 1 。 If you have a web site, focus on getting prospects to give you their contact information so you have a means of getting in touch with them.如果你有一个网站，全身心的前景给你他们的联络资料，以便您有一个手段取得与他们联系。

3. 3 。 Whether it is by email, snail mail, over the phone or in print, stay in touch with your prospects so they don't forget you.无论是通过电子邮件，蜗牛邮件，电话或印刷，与其保持联系，使您的潜在客户，他们不会忘记你。

3. 3 。 Track your contacts with your prospects so you know how frequently you've approached them and by what means, and keep your objectives clearly in mind.追踪您的接触，您的潜在客户，让您知道如何您经常接触他们，依靠什么手段，保持您的目标明确一点。

4. 4 。 When a prospect becomes a client or a customer, don't assume that they'll remember to come back for the next purchase.当一个前景成为一个客户端或客户，不要以为他们会记得回来的下一个购买。 Follow up immediately and tempt them with a special offer.立即采取后续行动和诱使他们特殊的报价。 This tactic alone can boost your sales by 30 to 40%.这种战术就可以提高您的销售额由30至40 ％ 。

It's hard to believe, but most of the people who need and want your products and services will forget you after they've read your marketing materials.很难相信，但大多数的人谁需要和想要您的产品和服务会忘记你之后，读过您的营销材料。 Don't let your marketing shelf life expire and get discarded by your prospects.不要让您的营销货架寿命到期并获得丢弃您的潜在客户。

Develop and implement a system for contacting your prospects so they remember you.制定并实施一项系统的联系，您的潜在客户，使他们记住你。 You'll get permanent shelf space in their minds and you'll get their business.你会得到永久的货架空间的头脑，你会得到他们的业务。

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