Tuesday, November 27, 2007


It’s the first Tuesday of the new month, and it’s a promise I make (if only to myself) to get this e-zine out on schedule. Which reminds me of another medium for which a timely “schedule” is even more crucial. If you’re contemplating running an ad campaign, keep in mind the importance of giving it time and frequency to do its thing.

Welcome to another edition of Not Your Usual Marketing Tips from JDK Marketing Communications Management.

Once is not enough.

Now, of course, if you’re appearing in some one-time publication as an industry or civic booster, once is all you’ve got. But if you’re thinking of running in a pub that significantly reaches your market, think of it as an ongoing relationship. “Going steady,” if you will.

That’s because it’s frequency that eventually aids the message in burrowing its way into the consciousness of the reader.

Conrad Levinson writes in his Guerrilla Marketing series of books that it actually takes nine (9) times for the ad’s message to run before it sinks in. Generally speaking…

The first time, the prospect pays no attention to the ad.

The second time, it’s still virtually “invisible.”

The third time, there is a flicker of recognition by the prospect.

The fourth time, the prospect acknowledges the ad by viewing the advertiser as “successful.”

The fifth time, the prospect reads the ad copy more intently, with more scrutiny.

The sixth time, the prospect begins to consider purchasing the product.

The seventh time, the consideration to purchase becomes more serious.

The eighth time, the prospect plans the time to actually make the purchase.

The ninth time “is the day you’ve been waiting for…your prospect actually makes a purchase, often with little sales resistance because the time you have taken for the prospect to notice your marketing has earned their trust in you.”

Levinson goes on to say that “experts recommend advertising three times for credibility and seven to nine times for people to buy from you.”

And, naturally, if you need help with conceptualizing as well as constructing and placing that ad campaign…consider the capabilities of yours truly.

Joel Kweskin

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