Shawshank Redemption has gotta be one of the most goated films.
I’ve probably watched it 20+ times.
If you’ve seen it, you’ll know the scenes I am about to discuss, and this post will make sense.
If not, to avoid spoilers, stop reading immediately (and go watch it).
In the film, Andy Dufresne is a very patient man.
After getting locked up for crimes he did not commit, he literally spent two decades tunnelling out prison with a blunt rock hammer.
That’s monk-like patience.
He also had unparalleled business sauce, which was shown throughout the story.
The marketing lesson we can take away from this (falsely) incarcerated banker?
Never stop following up with your leads.
A few years into Andy’s time at Shawshank Prison, he decided that the prison needed a library to help inmates level up on their education.
But there was one thing holding him back:
Money.
He needed the state’s help to build and supply the new library.
And with that, Andy got mailing.
Every week without fail, he sent the state a letter outlining his request for funding.
Months past, and Andy heard nothing back…
But he kept on sending letters.
Six years later, he was finally heard, and funding approved.
That’s 300+ letters. A lot of writing if I say so myself…
The point I’m trying to make?
Andy didn’t stop following up until he got his answer.
This is exactly how you should be treating your leads.
If you’ve got a great product (or service), and a qualified lead that you’re in contact with…
You’re doing yourself a disservice by NOT following up with them until they’ve either:
- Purchased from you
- Rejected you
Imagine if Andy had given up mailing the state after a few months of radio silence…
The Brooks Hatlen Memorial Library would NEVER have been built.
Lesson in there.
We get the odd email response from our client’s lists of people who have been reading emails for years before pulling the trigger on their first (or second) purchase…
This just goes to show:
There’s money in the follow up.
Carry this approach through to your marketing and watch those LTV rates skyrocket.
For a marketing team who can help you with this, click below:
Lachlan