Patience In Marketing
Before you get into this article I found, may I ask you a question?
How much of a reader are you? Do you spend time DAILY learning more about what is going on in your industry and what the latest trends are so you stay ahead of your competition?
The reason I bring this up is that I am an AVID reader! I try to spend at least 60-90 minutes per day reading personal and business development material. Think about the insights you can gain for yourself and your business by being an astute student.
Just something to think about...
Here's an article I came across and wanted to share with you on the need to have "Patience in Marketing" as a Small Business Owner.
Enjoy!
___________
Patience in Marketing
by Jay Conrad Levinson
Take a reality check to determine how clearly you understand what your prospects are thinking each time they look at your advertisement.
The owner of a small business takes a leap of faith and contracts to run a weekly ad in the local newspaper with a frequency of once a week for a full year. After five weeks, the results displease him so much that he cancels his contract.
Five ads in five weeks seems like a lot of frequency in marketing. Five exposures do, indeed, establish some momentum. But they don't even come close to create enough desire to motivate a sale. To truly comprehend how much frequency is enough to spark that sale, you've got to know just what your prospects think from each exposure. Here is exactly what each one thinks as he or she looks at the ad you've run:
1. The first time a man looks at an advertisement, he does not see it.
2. The second time, he does not notice it.
3. The third time, he is conscious of its existence.
4. The fourth time, he faintly remembers having seen it before.
5. The fifth time, he reads it.
6. The sixth time, he turns up his nose at it.
7. The seventh time, he reads it through and says, 'Oh brother!'
8. The eighth time, he says, 'Here's that confounded thing again!'
9. The ninth time, he wonders if it amounts to anything.
10. The tenth time, he asks his neighbor if he has tried it.
11. The eleventh time, he wonders how the advertiser makes it pay.
12. The twelfth time, he thinks it must be a good thing.
13. The thirteenth time, he thinks perhaps it might
be worth something.
14. The fourteenth time, he remembers wanting such a thing
a long time.
15. The fifteenth time, he is tantalized because he cannot
afford to buy it.
16. The sixteenth time, he thinks he will buy it some day.
17. The seventeenth time, he makes a memorandum to buy it.
18. The eighteenth time, he swears at his poverty.
19. The nineteenth time, he counts his money carefully.
20. The twentieth time he sees the ad, he buys what
it is offering.
The list you've just read was written by Thomas Smith
of London in l885.
But here we are beginning a new millenium, so how much of that list is valid right now, today? The answer is all of it. Guerrillas know that the single most important element of superb marketing is commitment to a focused plan. Do you think commitment is easy to maintain after an ad has run nineteen times and nobody is buying?
It's not easy. But marketing guerrillas have the coolness to hang in there because they know how to get into a prospect's unconsciousness, where most purchase decisions are made. They know it takes repetition. This knowledge fuels their commitment. Anyhow, they never thought it was going to be easy.
As real estate is location location location, marketing is frequency frequency frequency.
**This Article from Guerrilla Marketing by Jay Conrad Levinson
How much of a reader are you? Do you spend time DAILY learning more about what is going on in your industry and what the latest trends are so you stay ahead of your competition?
The reason I bring this up is that I am an AVID reader! I try to spend at least 60-90 minutes per day reading personal and business development material. Think about the insights you can gain for yourself and your business by being an astute student.
Just something to think about...
Here's an article I came across and wanted to share with you on the need to have "Patience in Marketing" as a Small Business Owner.
Enjoy!
___________
Patience in Marketing
by Jay Conrad Levinson
Take a reality check to determine how clearly you understand what your prospects are thinking each time they look at your advertisement.
The owner of a small business takes a leap of faith and contracts to run a weekly ad in the local newspaper with a frequency of once a week for a full year. After five weeks, the results displease him so much that he cancels his contract.
Five ads in five weeks seems like a lot of frequency in marketing. Five exposures do, indeed, establish some momentum. But they don't even come close to create enough desire to motivate a sale. To truly comprehend how much frequency is enough to spark that sale, you've got to know just what your prospects think from each exposure. Here is exactly what each one thinks as he or she looks at the ad you've run:
1. The first time a man looks at an advertisement, he does not see it.
2. The second time, he does not notice it.
3. The third time, he is conscious of its existence.
4. The fourth time, he faintly remembers having seen it before.
5. The fifth time, he reads it.
6. The sixth time, he turns up his nose at it.
7. The seventh time, he reads it through and says, 'Oh brother!'
8. The eighth time, he says, 'Here's that confounded thing again!'
9. The ninth time, he wonders if it amounts to anything.
10. The tenth time, he asks his neighbor if he has tried it.
11. The eleventh time, he wonders how the advertiser makes it pay.
12. The twelfth time, he thinks it must be a good thing.
13. The thirteenth time, he thinks perhaps it might
be worth something.
14. The fourteenth time, he remembers wanting such a thing
a long time.
15. The fifteenth time, he is tantalized because he cannot
afford to buy it.
16. The sixteenth time, he thinks he will buy it some day.
17. The seventeenth time, he makes a memorandum to buy it.
18. The eighteenth time, he swears at his poverty.
19. The nineteenth time, he counts his money carefully.
20. The twentieth time he sees the ad, he buys what
it is offering.
The list you've just read was written by Thomas Smith
of London in l885.
But here we are beginning a new millenium, so how much of that list is valid right now, today? The answer is all of it. Guerrillas know that the single most important element of superb marketing is commitment to a focused plan. Do you think commitment is easy to maintain after an ad has run nineteen times and nobody is buying?
It's not easy. But marketing guerrillas have the coolness to hang in there because they know how to get into a prospect's unconsciousness, where most purchase decisions are made. They know it takes repetition. This knowledge fuels their commitment. Anyhow, they never thought it was going to be easy.
As real estate is location location location, marketing is frequency frequency frequency.
**This Article from Guerrilla Marketing by Jay Conrad Levinson
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