The Rule of Repetition:
How It's Crippling Your Marketing Efforts if You're Not Using It
Foley Copyright © 2004
The Rule of Repetition is very powerful, yet overlooked by many businesses
Simply put, it means that any marketing communication is most effective when
repeatedly brought to the attention of your target market.
Why is repetition in your marketing so critical? Because most of your prospects
won't take action the first time exposed to it, no matter how good it is.
There are various reasons for this:
Your prospects aren't familiar enough with you yet.
Repetition helps build familiarity, which in turn helps build trust and
credibility. Some prospects will start to recognize your company and products
only after repeated exposure.
Gradually more will come to recognize that your company is not just another
fly-by-night operation, and will then start to do business with you.
Your prospects are bombarded with myriad distractions in their busy
You see, your typical prospect does not sit idle each day waiting for your
marketing materials to make their grand entrance so he/she can eagerly read
them over and over again, savoring each and every word. Hardly!
Your prospect is likely a busy, time-pressured person with a wide array of
things competing with your sales message for their time and attention.
Even when your marketing communications win the attention of a prospect,
and even if they decide they want your product or service, other distractions
in their busy lives can cause them to delay action, and soon forget all about
you and your wonderful widgets.
Your prospects may not yet have made a decision in your favor.
Understandably, some prospects need more time than others to decide whether
or not to act on your offer. Instead of making a decision, most will often
do the easiest thing - procrastinate. But time works against you: the more
time passes, the less chance you'll make the sale.
The timing of your offer may be bad for a given prospect.
Many prospects will miss your marketing message the first time around. Perhaps
because they were on vacation, it didn't sink in, they were distracted by
other events in their lives, temporarily couldn't afford it, weren't interested
at the time, or countless other reasons.
Other unfortunate things can happen.
While your marketing communications are important to you, they're less important
to prospects (even if they asked for them). They may lose or misplace them,
throw them away, or accidentally destroy them.
Further, perhaps you haven't encouraged them to take immediate action, or
maybe they just haven't yet realized how your offer can benefit them. Regardless
of the cause, the unfortunate result is that they don't (or can't) do business
As we've just considered, your marketing communications are competing with
so many other things contending for the time, money, and attention of your
To convert the highest percentage of those who don't act immediately on your
sales messages into buyers, you must present it to them repeatedly.
As an example of the effectiveness of this approach, one highly successful
direct marketer said jokingly that his company keeps sending direct mail
to prospects "until they buy, or die."
Of course, this doesn't mean that you should bombard untargeted, disinterested
prospects with your marketing when avoidable. That's just inefficient and
But when you conduct your marketing campaigns by the Rule of Repetition to
the extent possible, you won't just present your message to prospects one
time and rest on your laurels.
Instead, you'll be persistent in your marketing efforts, ideally targeting
only interested prospects who are in a position to do business with you.
Done properly, you'll overcome many obstacles mentioned above, and will increase
sales as a result.
About the Author:
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