Two weeks ago I posted P-I-N-G 4-3-2-1, a method I practice to stay in touch, to remain relevant.
Today, Seth Godin reminded me of just how applicable my PING-procedure can be.
His conclusion: Friction rewards intent and creates scarcity. Seth defines friction as the ease, or lack of ease, of communication. If the channel is free, and easy to use, its usage grows, but then, paradoxically the message is ignored. As a Godin-esque exponent, it’s the difference between an e-mail message and spam.
Having said this, let’s return to my practice of P-I-N-G 4-3-2-1…scroll down to that April 21 post and you’ll see it refers to 4 phone calls, 3 e-mail messages, 2 personal hand-written notes and 1 in-person meet-up. The aim is to reach out to others you wish to connect/re-connect/engage with by sending out these PINGS on a daily basis. Notice that these are clearly four different media. Marketers call this a media-mix. Rather than rely on one method, you’ll have more success at reaching your target using multi-media. That’s the REACH. The day-after-day practice is the FREQUENCY. Together, in weeks & months, they lead to ENGAGEMENT.
Keep it transparent, personal, sincere and trust-worthy.
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Perfect timing for me to read this post. We’re figuring out a marketing plan for a contest. We don’t have plans for phone calls because they are time intensive and we have little of that. We will send email, notes, and connect in person.