|
|
|
The Rule Of Repetition In Marketing How It's Crippling Your Marketing Efforts if You're Not Using It!
By Marty Foley
The Rule of Repetition is very basic, yet powerful. Simply
put, it means that any marketing communication is most
effective when it is repeatedly brought to the attention of
your target market.
Why is repetition in your marketing so important? Most
prospects don't respond immediately to a single marketing
communication, or perhaps even several of them. There are
various reasons for this:
*Your prospects aren't familiar enough with you yet.
Repetition helps build familiarity, which in turn helps build
credibility. Some prospects will start to recognize your
company and products only after they've seen them over and
over again. Gradually they come to recognize that your company
is stable, not just another fly-by-night operation, and will
eventually start to develop enough trust to start doing
business with you.
*Your prospects are bombarded with many other distractions in their busy lives.
You see, your typical prospect does not sit idle each day
waiting for your marketing materials to make their grand
entrance so he/she can eagerly read them over and over again,
savoring each and every word. Hardly!
Your prospect is likely to be a very busy, time-pressured
individual with a wide array of other things competing with
your sales message for his/her time and attention. Even when
your marketing communications win the attention of your
prospect, and even if they decide they want to buy your
product or service, other distractions in their busy lives can
cause them to set your marketing materials aside. Soon, they
may forget all about your offer.
*Your prospects may not yet have made a decision in your favor.
Understandably, some prospects need more time than others to
decide whether or not to act on your offer. Instead of making
a decision, many often do the easiest thing - procrastinate.
But time works against you: the more time passes, the less your
prospect remembers your offer.
*The timing of your offer may be bad for a particular prospect.
Many prospects will miss your marketing message the first time
around, perhaps because they were on vacation, it didn't sink
in, they were distracted by a major event in their lives,
temporarily couldn't afford it, they weren't interested at the
time, or a myriad of other possibilities.
*Other unfortunate things can happen.
While your marketing communications are important to you, this
often isn't so with your prospects (even if they requested
them). They may lose or misplace them, throw them away, or
perhaps accidently delete ot otherwise destroy them. Perhaps
you haven't encouraged them to take immediate action, or maybe
they just haven't yet realized that what you offer can benefit
them. Regardless of the cause, the unfortunate result is that
they don't (or can't) do business with you.
As we've just considered, your marketing communications are
competing with so many other things that contend for the time,
money and attention of your prospects. To convert those that
don't respond immediately to your offers into buyers, you need
to keep in touch with them repeatedly before they will finally
be motivated to act.
When you run your business by the Rule of Repetition, you
won't just present your marketing message to your prospects one
time and then rest contentedly, but you will be persistent in
your marketing efforts, and will thus overcome many of the
obstacles mentioned above.
******************************************************* |
|
Contact Us:
|