Can You Afford It ?


Typically it takes 8-13 interactions for your audience to really register that you are talking to them.

Always remember…you get tired of your message much quicker than your audience does.

You may not even get noticed the first few times someone hears from you.

You just have too much competition for their attention.

After six or seven times, there might be recognition, but perhaps they don’t need you yet.

But what would happen if you stopped talking to them after attempt #7?
Or if you speak to them differently each time?

The eternal question?

How much should you spend on advertising?

Should we have the same message over and over again?

Don’t you think consumers will get bored?

The truth is that consumers don’t care a damn about your random messages.

They are bombarded with more than 200 brand messages on a daily basis. With consumers getting so many stimuli on a regular basis, it takes extra-ordinary efforts to make your message stand out.

Your messages is not only fighting with your competitive messages – but with every other message on that media vehicle i.e. TV, radio, print or Internet.

Your message has to be consistent and predictable.

Why?  It feels safe, trustworthy and comfortable. And, it creates an expectation in a customer or prospect that you can successfully fulfill.

Never mind if you find it boring or repetitive. Your customer doesn’t think so.

Just make sure that your customer is exposed to your message enough number of times to make an impact.

As I said earlier- that number is between 8 to 13 times.

For the similar audience- because your audience will be different for different media.

You need to hit the same target number of times.

Do not take multiple medias if you cannot afford enough exposures in that particular media.

There is no bigger sin that spending inadequate money on advertising.

Save the money for a better cause.

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