Larry Mersereau, a speaker, author and consultant who teaches about effective sales and marketing techniques recently hosted a webinar. An excerpt from his latest article below provides additional strategies. If you don’t look the same every time your prospect sees you, you lose the value of repetition.
People have to see you at least seven times before they recognize you. That’s why many businesses give up on advertising or direct mail. They don’t see any results after the first few times the ads run, so they decide it doesn’t work and they stop advertising. Marketing takes patience.
You have to understand that people don’t often respond to a total stranger. You’re pretty much a stranger until they’ve seen you seven times. That doesn’t mean you’ll always see results after the seventh ad. People don’t see every one of them, so it may take dozens of ads for any one person to see it seven times.
Now, back to continuity. Your ads have to look and/or sound the same every time, or the repetitions don’t accrue. Another mistake many businesses make is to change their ad or marketing piece every time they put it out. Or, being impatient, they change it after a few placements because it wasn’t drawing any response.
When you change the look, feel, sound, pace, color, layout, fonts, or any of your piece’s personality, you start over on those seven exposures. Everything that went before is wasted.
If you’re in print, set up a standard layout. You can change products and promotions, but the ad always looks and feels the same. If you’re in broadcast, hire a voice-over talent that you will always use. They become your spokesperson. Hire someone that nobody else in your market uses so they’ll be your unique voice.
Pick a song, one that nobody else uses, for your background sound. It should reflect your personality, but more importantly, it should be music that appeals to the type of people you’re selling to, not your favorite song. “Royalty-free” music is available from any number of sources. Buy just one song, and use it for all broadcast spots, radio, TV or podcast.
People only get to know you after multiple exposures. And be patient, it really is key to marketing success.