… advertisement is engraved on the memory by the expensive process of mere repetition. It may be a crude and an expensive method, but it seems to be effective.
Over 100 years ago, Dr. Walter Dill Scott, pioneer in applied psychology, wrote that in his book, Psychology of Advertising in Theory and Practice. In today’s advertising vernacular, this is known as frequency, the number of times a person must be exposed to an advertising message before a response is made.
In his 1885 publication, Successful Advertising, Thomas Smith described how frequency works, based on 20 exposures to an advertising message:
I’m conducting some intensive training for the lead generators I manage and oversee, based on curriculum from appointment setting expert Scott Channell. I’ve broken the training into four distinct phases. Although this is specifically geared towards cold-calling, the steps in this process apply to any type of marketing you do.
The first step in the process is What to Say when you have a decision-maker’s attention. Whether that’s over the phone or on your web site, you’re going to have to plan in advance what you’re going to say. If you don’t have something very compelling to tell them, you will lose them. Without the right message, even the person who has a need for your product or service will tell you ‘no.’
In my last post, I talked about how raising prices can actually bring you in more business, reduce your workload and make you more profitable. The reason is simple: raising prices drives away the cheapskate customers. And what’s left are the ones who spend the most.
Another way to accomplish this is to deliberately target customers who spend the most. The idea here is to clone your best customers.
I just read an interesting analysis [pdf] of the “Get a Mac” ad campaign… you know, the ones with the nerdy businessman (“I’m a PC”) and the cool hipster (“I’m a Mac”) politely bantering about which is superior.
The long-running commercials have won advertising awards, been praised by Mac users, denegrated by PC loyalists, and parodied numerous times on sites like YouTube. There’s even a website where you can watch all 60+ commercials.
But the ultimate success of any advertising campaign is, How much did it affect sales? Here are the results:
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Thanks for visiting. I’m a Marketing Evangelist, Blogger and Sales Trainer.
I get excited about geek stuff. But I’m also passionate about helping people and companies reach their fullest potential and becoming wildly successful.
That’s why I love helping businesses figure out how to market (especially web marketing) and why I train sales people to be the best they can be at what they do.