One of the most valuable ideas I learned from Dan Kennedy in 1997 was something he called intensification.
Instead of sending someone one message and hoping they respond…
send three.
Dan demonstrated this with something he called the “Giorgio letters.”
The idea he created for an Italian restaurant.
They would identify exactly the men they wanted as customers and send them an invitation for a completely done-for-you romantic evening.
Wine.
Roses.
Candlelight.
Dinner.
Dessert.
Everything arranged in advance.
All the guy had to do was show up and be the hero. :)
If he didn’t respond to the first letter, Giorgio sent another.
Then another.
“Can this marriage be saved?”
Three concentrated attempts to get someone to take action.
That immediately got me thinking about real estate.
Most people were mailing homeowners once a month, all year long.
But I knew there were predictable times of the year when more people put their homes on the market.
So instead of spreading 12 touches over 12 months…
what if we concentrated them into the eight weeks right before people were most likely to act?
That’s exactly what we did.
Sometimes you don’t need more marketing.
You need more marketing at the right moment.
Find the people most likely to do what you want them to do.
Find the window when they’re most likely to do it.
Then intensify.