One of the effects that the growth of digital marketing has had is that it has made everyone want sales and success now.   It goes a bit like this…

I can write an email quickly.

I can send the email out at once.

People can read it immediately.

I can get sales now.

And when I have done that I’ll do it again.

Written like that it is obvious that this is not a very sophisticated approach to life, and yet it is what happens in some companies.

But of course most firms don’t work like that – but they still need “sales now”.  Indeed many of my customers working on the Velocity programme with Hamilton House (in which we work as consultants, copywriters, marketeers for a set monthly fee) do say, “I appreciate all your fancy writing, building up a relationship and all that, but we need sales today.”

And quite often we do generate sales today – but the “sales today” approach can only last for a small amount of time.  Getting sales now involves using some original snappy copy, and stealing a march over the competition.   But even the silliest and most lackadaisical competition catch up in the end and the instant ad campaign can start to produce fewer and fewer sales.

Which is why all good marketing campaigns need the long term to – and that implies developing a relationship with the customer, getting involved in marketing as conversations, getting the web site up the listings, making them feel that you are the people to talk to about problems and solutions…

In short, the two run alongside each other – getting sales now and nurturing clients and potential clients.

If you would like to talk about short term and long term fixes, do give myself or my colleagues a call on 01536 399 000.  There’s details about the Velocity programme on www.velocity.ac