Frequency in Advertising

You've probably heard the old adage that it takes 7 - 9 exposures for people to begin to be aware of who you are. But that isn't really the formula.

The formula for memorable advertising is really this: relevant ad +speaking to one person at a time+ reaching the same person at least three times in seven nights sleep= Dominance of Category Awareness.

See, sleep erases advertising messages for the most part. It also erases most of what you've seen and heard today that you have not with intention put into your mind for later recall and even some of that is erased!

Here's what I want you to do with your ads from now on.

Only create messages that are relevant to your audience. Strive to make them interesting and intriguing. Steer away from the expected and go for messages that stop people and make them think.

For example, the sentence

"Tight muscles cause headaches"

is not nearly as powerful or interesting as:

"You know when the muscles in your head and neck are knotted tighter than your grandmother's
macrame? You don't just feel pain, you feel the edge of insanity."

That kind of word picture stops people, it makes them pay the kind of attention you do to a wreck happening in front of you . . . one that you'll remember to talk about tomorrow.

But even the best written ad still requires that you send it with enough frequency to reach your audience. The formula remains, contact the same person 3 times in seven nights sleep. That is the magic number to create TOMA or top of mind awareness. You also need to do it on a regular basis if you want them to have long term recall.

You've probably heard dripping ad messages on  people over time is the best way to get business  and now you know why and how to do it. Give it a try and watch what happens to your sales.

And to answer you question, yes, calling, emailing and sending them a newsletter in the same week counts. But consistency is the key.

Most advertisers will quit advertising long before their investment had a chance to work.

When need crosses awareness, you get a sale.

Keep your frequency high, you'll be worried that you are contacting your clients too often long before they are tired of hearing from you.

Dave Lakhani
Bold Approach, Inc., 751 N. Meadowland Drive, Boise, ID 83713, USA

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