This month I’m going to share a 20 point list which might help you to understand why some of the things you’ve been trying to promote or advertise your business, haven’t worked.  Although written in the early 1900s I think it’s just as valid today.

 

 

1.       First time a man looks at an ad he doesn’t see it

2.       Second time he doesn’t notice it

3.       Third time he is conscious of its existence

4.       Fourth time he faintly remembers having seen it

5.       Fifth time he reads the ad

6.       Sixth time he reads it through and says ‘oh bother’

7.       Seventh time he says ‘here’s that confounded ad again’

8.       Eighth time he wonders if it amounts to anything

9.       Ninth time he asks his neighbour if he’s tried it

10.   Tenth time he will wonder how the advertiser makes it pay

11.   Eleventh time he will think it must be a good thing

12.   Twelfth time he thinks it might be worth something

13.   Thirteenth time he remembers he once wanted such a thing

14.   Fourteenth time he is tantalised because he cannot afford it

15.   Fifteenth time he thinks he will buy it someday

16.   Sixteenth time he make a note of it

17.   Seventeenth time he swears at his poverty

18.   Eighteenth time he counts his money

19.   Nineteenth time he walks into the shop and has a look

20.   Twentieth time he buys the article or asks his wife to buy it for him

 

Now clearly times have changed over the last 100 years.  The methods of advertising have expanded and the volume of advertising messages we receive each day is now off the scale.  But the principles are still the same. The main theme here is that getting through to prospects is all about persistence and consistency.

 

All too often we try some form of advertising or marketing for a short period of time and because it doesn’t bring immediate results we stop.  Clearly budget has a role to play here – but the initial investment could be completely wasted if the activity isn’t given a real chance to work.

 

 

Advertising isn’t a one hit wonder – neither is marketing.  It does take proper thought, consideration and planning and you need to stick at it with consistent messages.  You need to be in your potential customer or client’s mind, perhaps even subliminally, to be considered.  You need effective ways of informing them about what you have to offer, at the time they are thinking about purchase and you need to be available so that they can buy from you in the way they want to buy.  With the advent of consumer credit and the internet the last 4 steps in the list above are the only ones that might be really different today.

 

Read more thoughts on Advertising and How Targeting can Save you Thousands of Pounds