Walk Like a Giant, Sell Like a Madman

10.2. Comprehensive and Unrelenting

Many people in sales and business make the mistake of indulging in hit-or-miss marketing campaigns. They run a TV commercial and see how that does. The next week, they place an ad in the paper or run something on the radio to determine whether that will drive in more business. Perhaps they dabble on the Internet, creating a second-rate web site in which they later lose interest.

Hit-or-miss marketing campaigns are destined to fail, because they have no lasting impact on clients and prospects, whose minds are infiltrated with a daily barrage of advertisements. A single ad does not imprint an image on the collective mind of your audience.

To be effective, a marketing campaign must be comprehensive (as in multimedia) and unrelenting (as in never letting up). You need to build a marketing blitz that never loses its intensity. Eventually, your marketing will develop a life of its own: It will go viral, delivering countless opportunities to your door.

10.2.1. Comprehensive

The most effective self-promotional campaigns are comprehensive, making use of business cards, brochures, online Internet marketing, TV, radio, newspapers, magazines, professional journals, e-mail, social networking sites, and any other source of information for prospective clients. A comprehensive campaign serves three main purposes, allowing you to:

1. Spread the word. If people do not see your message in one media channel, they are likely to see it in another.

2. Reinforce your message ...