| name | direct-marketing-moving-parade |
| description | WHAT: Dan Kennedy's Moving Parade of Interest — keeping your marketing consistently visible to hot prospects
WHEN: When applying direct marketing moving parade knowledge |
Direct Marketing Moving Parade
No B.S. Direct Marketing: Moving Parade of Interest
The Concept
Dan Kennedy's "Moving Parade of Interest" — you must keep your marketing consistently visible to prospects until they're ready to buy.
"The sale is not made at the moment of purchase. It's made months before when the prospect first becomes aware of you."
Why Consistency Matters
Most prospects aren't ready to buy the first time they see you. They need:
- Multiple exposures
- Different angles
- Building of trust
- Answering objections over time
The average prospect needs 5-12 touches before buying.
The Parade Metaphor
Your marketing is a parade passing in front of your prospect's house. They might:
- Miss it entirely (first time)
- Notice it but keep walking (second time)
- Stop to watch (third time)
- Join the parade (purchase)
Each touch is another float in the parade passing by.
How to Build Your Parade
| Touch | Format | Purpose |
|---|
| 1 | Blog post/video | Awareness |
| 2 | Social media | Engagement |
| 3 | Lead magnet | Capture |
| 4 | Email sequence | Nurture |
| 5 | Webinar | Present |
| 6 | Case study | Social proof |
| 7 | Limited offer | Urgency |
| 8+ | Follow-up | Convert |
The Key Rules
- Be consistent — Sporadic marketing = sporadic results
- Vary the message — Different angles, same promise
- Respect the prospect — Don't spam, but don't go silent
- Track what works — Some touches convert better
Application
- Map your current "touches" — how many ways do prospects interact with you?
- Identify gaps — where do people fall off?
- Create content that keeps the parade moving
- Stay visible until they're ready
