The importance of repetition in marketing

Today I want to discuss one of the most important aspects of successful marketing – repetition. Successful companies use repetition. Unsuccessful companies do not.

As a marketing consultant, I speak with many businesses and there is one huge mistake that nearly all of them make in their marketing. They wrongly think it takes only one marketing piece to get a prospect to buy. They will send out one postcard or one sales letter or one email to a list of prospects and wonder why so few people (or zero people) purchased their product or service. Or, they will place one ad in a trade publication and wonder why they received few or zero sales. The reason is simple. It takes repetitive marketing over time (6-12 months or more) to build trust and desire. It has been proven that most people (and businesses) have to receive a minimum of 7 marketing pieces from a company before they will even consider buying.

Why is this? There are several reasons:

1. They are not interested in what you are selling today. However, that does not mean they won’t be interested in what you are selling 6-12 months from now. A “No” today does not mean a ‘”No” tomorrow.

2. Trust. Many people need to have a feeling of trust toward a company before they will do business with them. Trust is built by receiving regular and consistent marketing messages over time.

3. Mood. The day your prospect received your marketing piece he/she may have been in a lousy mood and threw it away or ignored it.

4. No money. The prospect wants what you are selling but cannot afford it right now. However, in 6 or 12 months, they may have the money and they will buy.

5. Too busy to think about it right now.

6. For one reason or another, your marketing piece never reached them.

When you look at all the reasons prospects have for not buying, you now see why repetitive marketing is so important. To be successful in marketing, you must keep marketing to your prospects over and over.

So what is repetitive marketing? Here a few examples:

1. Sending out a sales letter or a postcard to your list of prospects every 1-2 months.

2. Having an email newsletter that goes out to your prospects each month.

3. If you advertise in print publications like trade journals, you need to advertise every issue. It is much smarter and more effective to place a small ad every month instead of one large ad one time.

4. If you advertise on radio, it must be done month after month. As soon as prospects stop hearing your name and sales message, they forget about you.

5. Same thing with TV - for it to be successful, it must be done continuously. Out of site is out of mind.

My e-newsletter is a perfect example of marketing success caused by repetition. Many of my clients had been receiving this marketing newsletter for upwards of a year or more before they decided to make first contact with me. What this means is that they received at least 12 marketing pieces from me before they finally decide to take action and purchase my services. If I had only contacted these prospects one time, I would have never gotten them as clients.

If you want to be successful in marketing, the key is repetition.

If you need help marketing your product or service, I would love the opportunity to help you.

I provide many marketing services including:

* Marketing Strategy Planning

* Copywriting for all of your marketing communications materials

* Website development from simple HTML sites to advanced e-commerce sites

* Internet Marketing on Google and Yahoo

* Direct Mail & Email Sales Letters

* Advertising campaign planning, ad development and implementation.

* Ezine/Newsletter Marketing

* Brochures

* Slogans and Logos

* Press Releases

* Sales Presentations

* Sales scripts for your sales team

* eBay product marketing

For more information and a no-obligation quote on how I will help you successfully market your product or service, please call me at (920) 471-1638.

To Your Success!

Peter Geisheker, CEO
The Geisheker Group marketing companies

The Top 5 Reasons Small Businesses Fail

Hello everyone,

Today I read a great article on The Top 5 Reasons Small Businesses
Fail. Please take a moment to read this article as it provides
outstanding advice on how to avoid the major mistakes that cause
most businesses to go under.

http://www.demc.com/artman/publish/article_175.shtml

If you need help marketing your business, please contact me by
calling 920-471-1638.

Have a great weekend!

Peter Geisheker, CEO
The Geisheker Group advertising agency
920-471-1638