Conduct an Ongoing Three-a-Day Sales Campaign

10-Minute Branding Refresher: How do you build your brand 10 minutes at a time? You start small, and you simply begin. An excellent way to convince yourself to get going is to plan your ending. You can even set a timer. Then, be sure to bask in the success of your huge accomplishment of actually beginning and also appreciate the amount of work that got done. Then, repeat the process tomorrow. And the next day. And so on. You will be amazed at your branding progress . . . 10 minutes at a time.

This newest 10-minute brand building tip makes the assumption that you have already followed our advice to start to create a 10-minute contact database (see Build a Contact Prospect List) or alternatively have a list acquired separately from a third party that you’re now ready to start approaching.

While contact and production sales campaigns are most often created via a major coordinated effort aimed at reaching dozens of prospects simultaneously, your initiative need not be such an all-consuming, resource-draining exercise to produce meaningful results that enhance both your brand building activities and sales.

Instead, we suggest developing an ongoing sales initiative that will approach the task three prospects at a time.  Since your contact list was developed from your personal knowledge and efforts, we believe this data will be more qualified than lists acquired from a third party and will very often allow you to know the best media or strategy for making your approach.

Nevertheless, success will still be measured in very small percentages.  However, each success will represent the opportunity to create a loyal customer that delivers repeat business over time, and you also benefit in another less obvious way.  Since your direct marketing materials will be incorporating the key elements of your brand in your chosen way, this exercise also reinforces your brand with an important potential audience.  

Direct Mail Letter – E-mail – Text Message – Phone Call

As a separate exercise apart from this 10-minute tip, we suggest you build reusable templates for generating a letter and/or e-mail to individual prospects.  Then, you simply have to plug in the necessary name and contact information, generate the document, and send your solicitation to the targeted recipient.

Generally speaking, you should be able to complete three prospects at a time and still have a chance (and the energy!) to properly update the activity in a contact and production control log (that is either part of your original database or a separate spreadsheet).  While methods can vary, you need to maintain a record of every date and method of contact as well as any responses received.  In general, we suggest using a multimedia approach, so we recommend scheduling your first follow-up contact about a week after your letter or e-mail was sent.  Since you are building your contact list three items at a time and executing your sales and follow-up activites at a similar pace across as many days or weeks as needed, this process will essentially become an ongoing effort spread throughout the year that hopefully also produces some ongoing results!

If you initially felt a call was the best method to use, your follow-up will depend upon the response you receive.

  • If you actually spoke with a person, a letter or e-mail can be sent to thank the person for his or her time and consideration . . . with a promise to contact them again in the future.
  • If your initial call did not get through, a second call is probably in order – separated by about a week.
  • If one of these contacts connects and you are ready to move on to the next stage of the sales cycle, plan to schedule a follow-up session (very often a personal or virtual visit/meeting) to try to convert the sales lead into a customer.

When your initial contact and follow-up activities fail to produce results, plan to repeat the same activities with the same contacts at a future date – recognizing that repeated efforts might be required to get your message in front of the person at the right time – buying time (that moment when a potential need becomes an actual one). 

Note:  Although this article deals exclusively with implementing the mechanics and timing of running of a 3-a-day sales campaign, you can find more information about creating the necessary templates in other articles at www.brandbuildingforsmallbusiness.com.  Specifically, you might want to check out:   Role of Branding in Direct Mail/E-mail and Creating a Mail Merge Document for Direct Response Mailing.

BTW – Using direct contact opportunities to wish your customer a safe and happy holiday for occasions such  as Thanksgiving makes a positive statement about your brand!!

Measuring the Success of This 10-Minute Branding Task

While accomplishing three contacts in a day might seem like too little to make a meaningful difference when the percent returns are so small on direct marketing and telemarketing activities, these numbers DO multiply with consistent, sustained effort.   Furthermore, conversion of a single lead to a customer who becomes a loyal repeat client year after year represents a significant victory – the kind upon which successful businesses are built.

Other Resources

Photo by Anthony Shkraba from Pexels

A seemingly infinite number of resources exist on branding, and a similarly large number of small business resources exist. Once you narrow in your search on resources for small business branding (and of course eliminate those who want to offer you that service in exchange for a fee), a much, much smaller pool exists. Well, we scoured the Internet for some of the most valuable of these resources for fellow small business brand builders and compiled the best of the best for you below . . . .

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Pexels – “The world’s first inclusive free stock photo & video library”

While you need to attribute credit to the photographer (as you can see in the example pictured above), you get access to a really impressive selection of *free* high-resolution stock photography. The images can be used on your web site, in advertisements, flyers, etc. Pexels is absolutely a must-have in your bookmarks.

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GoDaddy Garage > Guide to Building a Brand – “Your brand is a high-speed emotional shortcut to the promise you make to the world.”

This blog is right up our alley! The articles discuss branding from the perspective of small businesses and even provide DIY tips in some areas. If you view the “Articles by Topic,” you’ll see they’re conveniently categorized into the following sections: “Find Your Niche,” “Dream It,” “Create It,” “Grow It,” and “Manage It.”

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Google Fonts – “Making the web more beautiful, fast, and open through great typography.”

About a thousand *free* fonts are available, and they’re presented in a wonderfully searchable format (it is google after all).  You’re able to type in your sample text, select the size you want to preview, and choose your desired font characteristic(s), and your search results will populate accordingly. According to google, “You can use [the fonts] freely in your products & projects – print or digital, commercial or otherwise.”

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Inkspace – “Draw Freely.”

We use the vector and graphics editor, CorelDraw.  While the suite is powerful and much cheaper than your standard graphics package, the cost is still pretty steep in the $500 ballpark.  I read a few articles on free vector-editing programs, found Inkscape (https://inkscape.org/) to be highly recommended, and gave it a go.  The free program seems to have all the features needed to get the job done.  (And, they make a number of tutorials available, including one on the basic tools:  https://inkscape.org/en/doc/tutorials/basic/tutorial-basic.html.)

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AmEx Blog > Branding – “Hone your presence, online and off. Carve out a niche that customers and clients respond to, and help build a seamless brand, from the color of your logo to the personality of your social posts.”

AmEx has a vastly extensive blog for small businesses. While Branding is only one section within, the quantity of information could easily qualify as a blog of its own. While the section could benefit from some organization, dozens upon dozens of articles as well as videos offer valuable branding insights for small businesses.

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Microsoft Word Templates

While Microsoft dedicates the prime real estate of this page to promoting their “premium” content, hundreds of free options are available. If you browse by category, you’ll see brochures, business cards, flyers, invoices, newsletters, and more. While you’ll certainly want to customize any template with your business’s brand elements, these “off-the-shelf” options often make a great starting point and save you a lot of time and effort.

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The Noun Project – “Over 2 Million curated icons, created by a global community”

Ever wondered where to go for icons that could be used as part of your brand identity or marketing materials for a very minimal cost?  A number of options exist, but I like https://thenounproject.com/.  They have a large selection and charge nominal, one-time fees per icon.  (We obtained the hammer for our logo from this source for $2.99.)

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DIY Marketers – “An Online Magazine for Overwhelmed Small Business Owners on a Budget”

The author of the blog shares her origin story:

Back in 2008 I got a call from MSNBC asking me to be a part of a pilot program they were doing for entrepreneurs. The idea was to bring a TV crew to “our offices” and see how we were able to create all this amazing content and to teach another small business owner how they can market themselves on a budget. I was sorry to tell them that the Ivana Taylor empire ran from my living room with my 3-person staff of Me, Myself and I. The first thing they asked me was how I was able to do so much on a budget — and that’s when DIYMarketers was born.

For me, this story exemplifies all we can accomplish in the world of DIY, investing money from our businesses in growth instead of hiring others to execute the tasks we can accomplish ourselves. And the blog itself doesn’t disappoint. While the design is a little overwhelming, you’ll find oodles of insight and “how-to’s.”