Mark Osborne explains why direct-response campaigns take weeks or months to work. Website hits mean prospects are engaging even if they haven't called yet. A CEO on a cold list finally called after months of consistent letters, emails, and calls, proving that persistence converts interest into sales.
I would say, like, the thing is now is everybody wants instant gratification, right? Yeah. And so I have a newer client that we started, we're on month 3, and they're like, well, we haven't gotten any calls yet. And I said, you're not supposed to get— like, if you get a call, that's fantastic, but this is not about, like, the very first month you send a direct response. Like, they're getting hits on their website of the page that we're sending them to, so people are opening it and they're looking at it. And so what we want to do is be top of mind when that client then has a problem that we're addressing in the letter, um, and the emails and the phone calls that we're sending. Um, one of my clients, they, they had been sending it for a few months. They had a new salesperson, so they had a new list of people. And literally the salesperson is like, the CEO of the company just called me on Friday and wants to meet with me on Monday. So it's like when people are ready to go, they're, they're, they're really softened up to actually have a conversation to add value versus feeling like they're going to be pitched or sold.
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