Some things never change. The old adage, “you tell them once, tell them twice, and then again” still remains true today.
Sitting in his London den in 1885, Thomas Smith wrote a guide entitled “Successful Advertising”, which is still used by advertising experts today. While perhaps a slight exaggeration, it really is true that repetition gets results. Creativity is very important, but nothing is as important as repetition if you hope to get your message to stick.
Repetition gets results:
- The 1st time a man looks at an advertisement, he does not see it.
- The 2nd time, he does not notice it.
- The 3rd time, he is simply conscious of it
- The 4th time, he faintly remembers having seen something of the kind before
- The 5th time, he half reads it
- The 6th time, he turn up his nose at it
- The 7th time, he reads it through and says “Pshaw!”
- The 8th time, he yells “here’s that confounded thing again!”
- The 9th time, he wonders if “there’s anything to it.”
- The 10th time, he thinks it might possibly suit someone else.
- The 11th time, he will ask his neighbor if he has tried it or knows anything about it.
- The 12th time, he wonders how the advertiser can make it pay.
- The 13th time, he rather thinks it must be a good thing.
- The 14th time, he appears to think it is what he has wanted for a long time.
- The 15th time, he resolves to try it as soon as he can afford it.
- The 16th time, he examines the address carefully, and makes a memorandum of it.
- The 17th time, he thinks he will ask his wife about it.
- The 18th time, he is painfully reminded how much he needs that particular item.
- The 19th time, he counts his money to see how much he would have left if he bought it.
- The 20th time, he frantically rushes, in a fit of desperation, and buys it.
The moral of the story:
When you advertise, carefully pick your medium, then stay put repeating your message over and over and over until it sticks in the minds of your potential customers. This creates “top of mind awareness” and ultimate success. Repetition gets results.