An article by B. Eric Rhoads, a consultant specializing in helping artists sell, says that the power of marketing lies in repetition.
Rhoads cites studies suggesting that a person is not likely to act on a marketing message until he has seen it 7 to 10 times and that it could take hundreds of "impressions" over many months for a person in an artist's target market to see that message.
He uses folks like Norman Rockwell and Ansel Adams as examples of artists who became "brands," garnering great demand for their products through continuous exposure. Sure, they were talented artists. But many are. What helped separate them was their level of exposure (marketing messages) over time.
So, you may have to have several conversations with customers for the message to sink in, and they may need to see your messages many times before they spur action.
Creativity is important, but repetition gets results. A little of the former and a lot of the latter can make you the picture of success.
Quote of the Week:
"The power of ads rest more in the repetition of obvious exhortations than in the subtle transmission of values."
Michael Schudson
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