Once Is Not Enough

How many times should I get my message out to my prospect? The answer is the same for Gen Y, Gen X, Baby Boomers, Etc.

J. Conrad Levinson writes in his Guerrilla Marketing book that it actually takes nine (9) times for the ad’s message to run before it sinks in.

Guerrilla Marketing

Let’s look at the progress…

  • The first time, the prospect pays no attention to the ad.
  • The second time, it’s still virtually “invisible.”
  • The third time, there is a flicker of recognition by the prospect.
  • The fourth time, the prospect acknowledges the ad by viewing the advertiser as “successful.”
  • The fifth time, the prospect reads the ad copy more intently, with more scrutiny.
  • The sixth time, the prospect begins to consider purchasing the product.
  • The seventh time, the consideration to purchase becomes more serious.
  • The eighth time, the prospect plans the time to actually make the purchase.
  • The ninth time “is the day you’ve been waiting for…your prospect actually makes a purchase, often with little sales resistance because the time you have taken for the prospect to notice your marketing has earned their trust in you.” Cha-Ching!

So how many times do you normally send your marketing message out?

Levinson goes on to say that “experts recommend advertising three times for credibility and seven to nine times for people to buy from you.” That’s because it’s frequency that eventually aids the message in burrowing its way into the consciousness of the reader.

Sometimes the prospect may only need 3 – 4 times. But to do it right plan on 9 times.

Once Is Not Enough,
Sam Carrara

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Monday, January 28th, 2008 Marketing

1 Comment to Once Is Not Enough

  1. What a great idea expressed here! “Once is not enough”!I think it is a basic lesson that must be learned by all people who are in the world of marketing.

  2. Kevin on October 8th, 2009

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