Do you really have to see or hear a message 20 times before you take action? Back in the day you had 20 minutes to capture someones attention, today you have only 9 seconds. So, do I agree with this concept? Ummm…yeah I do.
Do you hear a song on the radio one time before you learn the lyrics. No. Maybe you will learn the hook and that’s only because it’s probably repeated several times in the song. How many times is the phrase, “Because I’m Happy” repeated in the Pharrell song Happy?
You guessed it – 20 times. Ha! And think about it, that song was the most viral song since Bobby Mcferrin’s “Don’t Worry, Be Happy.” And how many times did he repeat that phrase in his song? (22) Hmmm…
A long time ago, actually In 1885, British businessman Thomas Smith attempted to answer that question in a guide called Successful Advertising. The book is best remembered for his 20-step plan for getting people to buy a product (see below).
“The first time people look at any given ad, they don’t even see it.
The second time, they don’t notice it.
The third time, they are aware that it is there.
The fourth time, they have a fleeting sense that they’ve seen it somewhere before.
The fifth time, they actually read the ad.
The sixth time, they thumb their nose at it.
The seventh time, they start to get a little irritated with it.
The eighth time, they start to think, “Here’s that confounded ad again.”
The ninth time, they start to wonder if they’re missing out on something.
The tenth time, they ask their friends and neighbors if they’ve tried it.
The eleventh time, they wonder how the company is paying for all these ads.
The twelfth time, they start to think that it must be a good product.
The thirteenth time, they start to feel the product has value.
The fourteenth time, they start to remember wanting a product exactly like this for a long time.
The fifteenth time, they start to yearn for it because they can’t afford to buy it.
The sixteenth time, they accept the fact that they will buy it sometime in the future.
The seventeenth time, they make a note to buy the product.
The eighteenth time, they curse their poverty for not allowing them to buy this terrific product.
The nineteenth time, they count their money very carefully.
The twentieth time prospects see the ad, they buy what is offering.”
In today’s world of social media and instant gratification, you need to stay in front of your audience a lot or you will quickly fade to black.
Information moves to quickly these days and you have to stay out in front in a major way to move your brand forward and to stay relevant. These are simply facts.
Learn more about these facts and how it impacts your business right now and how it will impact it in the future at the 4th Annual Small Business Boot Camp for Women.
by Toni Coleman Brown
PS: Join me on a webinar on Wednesday, June 3, 2015 at 8pm EST all about Hot New Strategies on Social Media Marketing. Click here to register.