Why You Need a Multi-Channel Approach

Retailers like Walmart, IKEA, and J. Crew reach customers with print catalogs, TV advertising, online ads, and websites. Insurance companies use telemarketing, TV and radio ads, various online channels, direct mail, and print ads. Car dealerships can be found online, in newspapers, through direct mail, and on TV.

To be sure, there are still many successful businesses that practice only one type of marketing. But it is our belief that those companies are an endangered species. Relying on one marketing method to build your business today is like swimming upstream with one hand tied behind your back. It can be done, but it is very difficult… and completely unnecessary.

To be at the top of your game, you need to continue to do what you do so well – the kind of marketing that is now working for you – but you must gradually add new arrows to your quiver. You will notice a sudden and substantial improvement in sales and profits if you do.

Relying on one marketing channel is simply foolish. Even if you choose a lucrative channel, there is no telling when it will change to a mere trickle. You can make temporary adjustments by using marketing tricks – special offers and over-the-top promises. But those gimmicks will not sustain sales for long.

[Ed. Note: This is an excerpt from the bestselling book, Changing the Channel: 12 Easy Ways to Make Millions for Your Business. Discover how to double, triple, or even quadruple your business by making simple (and cheap) changes to your marketing efforts. Find out more here.]

By Michael Masterson & MaryEllen Tribby

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