Use Layering to Surpass Sales Targets
What is more desirable? One pancake or a stack of pancakes with fruit on top? What about a four-layer cake with a light creamy filling versus a cupcake?
Although the stand-alone pancake or cupcake may taste great, the stack of pancakes and the layer cake are certainly more impressive and enticing. Stacking, or “Layering” as I call it, is an important principle when applied to marketing your business. The concept of “Layering” is the “L” in the L.I.F.F.T. process. I developed this process to help business owners learn to apply effective marketing methods while taking their resources into consideration.
Layering occurs when an organization starts with one method of promotion and then builds on it throughout a twelve-month period to create a stronger presence and a greater impact amongst its ideal prospects and customers. You may begin by sending an enewsletter to your clients and prospects every month. This would be the first layer. Once this is set up, add another promotional activity to the mix.
The trick to layering is to create a minimum of four to five initiatives (layers) that occur regularly at different intervals.
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