”When you are out of sight you are out of mind.” Today I would like to reinforce the concept of repetition. Here are four reminders as they relate to this topic:
- Repetition implies permanence…and staying power wins trust. If the prospect senses you are here to stay, their confidence and comfort levels go up, and suddenly a purchase is imminent.
- Repetition sinks into the way human beings learn. Have you ever been introduced to someone at a party and minutes later you’re unable to recall their name? That’s what happens to a display that runs one time. We require repetition to learn.
- Repetition stimulates the 24/7 effect. In other words, if you advertise 12 times in a monthly magazine or send 12 e-mail blasts per year people will always know where to find you for future referrals, or to hire you for themselves.
- Repetition is the only way to break down the “barrier of resistance.”
Back in 1885, Thomas Smith wrote a guide called Successful Advertising. The numbers in his report can pretty much be considered to be accurate today.
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 and they buy what is being offered.
Bottom Line: Keep on spreading the good word.
Mike Marchev freely shares his experiences, strategies and observations with travel professionals in an effort to keep them on top of their game. For a complimentary copy of his 12-Word Marketing Plan send him an email at mike@mikemarchev.com.
Mike Marchev’s next business building webinar is on Friday, October 26, 2018. It will focus on the 9 Selling Strategies you can implement at once at no cost with very little effort. Click Here for details.
Mike’s daily column is made possible by AmaWaterways.
