What message from Mom (or Dad) sticks with you? Is it “Always wear clean underwear”? How about “If you can’t say something nice, don’t say anything at all”? Or is it something else entirely? Mine is “Clean your plate. ” (This could explain the excess poundage around my hips!)
These bits of advice stick with us for one big reason – REPETITION. You and I heard these messages again…and again…and again.
That’s the marketing communications lesson for the day. If you want your audience to absorb your message, repeat it. And I don’t mean two or three times, either. Current wisdom says it can take nine or more repetitions for a message to sink in.
Wondering why it takes such an effort to make an impact? Consider these facts.
* Your target audience is probably inundated with messages. It takes an effort to break through the clutter. Repetition, combined with an intriguing presentation, will increase your odds of being noticed.
* Prospects buy when they’re ready. You need to be out there consistently to capture the prospect’s attention when he or she’s in purchasing mode.
* We retain only about 10% of the information we’re exposed to each day. Repetition increases the chance your message will be part of that lucky 10%.
So repeat, repeat, repeat your core message. But you don’t have to use the same vehicle over and over. The most successful marketing communications programs use a variety of techniques to deliver a company’s message: publicity, direct mail, advertising, trade shows, web site, literature and more.
Mixing it up increases a program’s effectiveness since prospects get the same message in a variety of forms. It can also make repetition more affordable.
Copyright 2005 Clairvoyant Communications, Inc.
About the author
Claire Cunningham, president of Clairvoyant Communications, Inc. , helps companies jumpstart their sales with increased visibility. She shares her expertise on her web site http://www.clairvoyantcommunications.com and through monthly e-newsletters, Communiqué and Communiqué-Small Business. Avoid costly errors with Claire’s “Top Marketing Communications Mistakes Companies Make. ” Call 763-479-3499 or e-mail firstname.lastname@example.org to request your copy.