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Thomas Smith wrote a guide called Successful Advertising in 1885.
In it, he wrote about the subject of MARKETING MESSAGE FREQUENCY:
The first time people look at any given ad, they don’t even see it.
The second time, they don’t notice it.
The third time, they are aware that it is there
The fourth time, they have a fleeting sense that they’ve seen it somewhere before.
The fifth time, they actually read the ad.
The sixth time they thumb their nose at it.
The seventh time, they start to get a little irritated with it.
The eighth time, they start to think, “Here’s that confounded ad again.”
The ninth time, they start to wonder if they’re missing out on something.
The tenth time, they ask their friends and neighbors if they’ve tried it.
The eleventh time, they wonder how the company is paying for all these ads.
The twelfth time, they start to think that it must be a good product.
The thirteenth time, they start to feel the product has value.
The fourteenth time, they start to remember wanting a product exactly like this for a long time.
The fifteenth time, they start to yearn for it because they can’t afford to buy it.
The sixteenth time, they accept the fact that they will buy it sometime in the future.
The seventeenth time, they make a note to buy the product.
The eighteenth time, they curse their poverty for not allowing them to buy this terrific product.
The nineteenth time, they count their money very carefully.
The twentieth time prospects see the ad, they buy what is offering.
While this was written somewhat tongue in cheek, it has a powerful message. You have to place your marketing message in front of your market FREQUENTLY.
Do you think this is old fashioned? Outdated? It isn’t — frequency is still vital to the success of your marketing.
What is old fashioned is the methods of advertising being used by many tiny business owners. Radio, print, direct mail or television ads that are extremely expensive.
Does your tiny business have the money to put your message in front of someone TWENTY times using the newspaper, radio or television?
Try marketing the “New Fashioned Way” — start creating relevant, valuable and consistent content on the web and get PERMISSION from your market to send them these messages —- FREQUENTLY.
Learn more here or sign up below
{ 1 comment… read it below or add one }
Consistency, value, & frequency. Well put! I like!