You’ve heard the old real estate mantra, “Location, location, location!” In marketing we edit that mantra to “Repetition, repetition, repetition!” In the book Guerrilla Marketing, Jay Conrad Levinson espouses what a consumer sees each time he looks at a marketing piece. The following is an excerpt from his book:
- The first time a man looks at an ad, he doesn’t see it.
- The second time, he doesn’t notice it.
- The third time, he is conscious of its existence.
- The fourth time, he faintly remembers having seen it.
- The fifth time, he reads the ad.
- The sixth time, he turns up his nose at it.
- The seventh time, he reads it through and says, “Oh, brother!”
- The eighth time, he says, “Here’s that confounded thing again!”
- The ninth time, he wonders whether it amounts to anything.
- The tenth time, he will ask his neighbor if he has tried it.
- The eleventh time, he wonders how the advertiser makes it pay.
- The twelfth time, he thinks it might be worth something.
- The thirteenth time, he thinks it might be worth something.
- The fourteenth time, he remembers that he wanted such a thing for a long time.
- The fifteenth time, he is tantalized because he cannot afford to buy it.
- The sixteenth time, he thinks he will buy it someday.
- The seventeenth time, he makes a memorandum of it.
- The eighteenth time, he swears at his poverty.
- The nineteenth time, he counts his money carefully.
- The twentieth time he sees the ad, he buys the article or instructs his wife to do so.
The preceding was written by one Thomas Smith in London in 1885.
Even though this list was compiled in 1885, it still rings true. The basics of marketing haven’t changed all that much through the decades. In order for your customers to receive your message, they must hear/see it repeatedly.