Frequency, Frequency, Frequency.

Why Is Frequency In Marketing So Important? In real estate, it’s all about Location, Location, Location. In marketing, it’s all about Frequency, Frequency, Frequency.

Take a reality check to determine how clearly you understand what your prospects are thinking each time they look at your advertisement. The owner of a small business takes a Leap of faith and contracts to run a weekly ad in the local newspaper with a frequency of once a week for a full year. Five ads in five weeks seems like a lot of frequency in marketing. Five exposures do indeed establish some momentum. But they don’t even come close to create enough desire to motivate a sale. You got to know just what your prospects think from each exposure here is exactly what each one things as he or she looks at the ad you’ve run:

  1. The first time a man looks at an advertisement he does not see it
  2. The second time he does not notice it.
  3. The third time he is conscious of the existence.
  4. The fourth time he faintly remember us having seen it before.
  5. The fifth time he reads it.
  6. The sixth time he turned up his nose at it.
  7. The seventh time he read it through and says “oh brother”.
  8. The eighth time he says “here’s the confounded thing again”.
  9. The ninth time he wonders if it amounts to anything.
  10. The tenth time he asks his neighbor if he has tried it.
  11. The eleventh time he wonders how the advertiser makes it pay.
  12. The twelfth time he things it must be a good thing.
  13. The thirteenth time he being perhaps it might be worth something.
  14. The fourteenth time he remembers wanting such a thing a long time.
  15. The fifteenth time he tantalizes because he can’t afford to buy it.
  16. The sixteenth time he things he will buy it someday.
  17. The seventeenth time he makes a memorandum to buy it.
  18. The eighteenth time he swears at his poverty.
  19. The nineteenth time he counts his money carefully.
  20. The twentieth time he sees the ad he buys what it is offering.