The Rule of Repetition: How It's Crippling
Your Marketing Efforts
If You're Not Using It
By Marty Foley
The Rule of Repetition is basic, yet very powerful. Simply put,
it means that any marketing communication is most effective
when it is repeatedly brought to the attention of the 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.---------------------------------------------------------------
Article by Marty Foley of Victory Ventures. Now let his
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