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2 August

No vs. Not Yet

Posted by in Marketing on August 2, 2014

There’s a big difference between ‘no’ and ‘not yet.’ It’s a very big distinction and often goes unnoticed. There’s nothing wrong with getting a ‘no’ (especially when you get there fast, without wasting too much energy).

The ‘not yet’ is often disguised as ‘no.’ There are a lot of good reasons a prospect isn’t ready to buy: budget, timing, need, etc. That doesn’t mean that they don’t see the value of your product or service – it just means that it’s not a fit for them at this time.

That’s why nurturing campaigns are so important.

A really good nurturing campaign scores and classifies prospects into several categories, then ‘drips’ content to them based on their specific industry, needs, or area of interest that is most pertinent to their business.

We’ve found this to be valid (and invaluable) not just for clients, but for our own business. Clients we met with years ago call out of the blue – ready to go. It doesn’t happen by chance, it happens because we stay current with them, share articles and posts with them, and reinforce our expert status in a very casual (not ‘salesy’) way.

None of this content happens by chance. Campaigns are strategized and set well in advance. Similarly, they’re tweaked after launch as we learn what’s working the best – the knife can always be sharpened.

With the right nurturing campaign, there’s no pressure, just information, expertise and time.