Hints to intending advertisers…..By Thomas Smith, London, 1885
- The first time a man looks at an advertisement, he does not see it.
- The second time, he does not notice it.
- The third time, he is conscious of its existence.
- The fourth time, he faintly remembers having seen it before.
- The fifth time, he reads it.
- The sixth time, he turns his nose up at it.
- The seventh time, he reads through it and says, “Oh brother.”
- The eighth time, he says, “Here’s that confounded thing again.”
- The ninth time, he wonders if it amounts to anything.
- The tenth time, he thinks he will ask his neighbor if he has tried it.
- The eleventh time, he wonders how the advertiser pays for it.
- The twelfth time, he thinks perhaps it may be worth something.
- The thirteenth time, he thinks it must be a good thing.
- The fourteenth time, he remembers that he has wanted such a thing for a long time.
- The fifteenth time, he thinks he will buy it someday.
125 years old and still VERY true today.
The key to any type of advertising is frequency of message. You have to keep going, keep going, keep going. The more your message is seen or heard, then the more it will resonate with your prospective customer.
This as the very reason that I started 1-800-SELL-NOW…I figured out that by incorporating a memorable “catchy” brand in my advertising…I sped up the process of my prospects recalling me and my message. Advertising is a numbers game in the truest sense of the word. You have to throw as many “impressions” in front of your customers as you can afford, in order to get the best return on investment.