I was working out at the gym this afternoon, watching “Pirates of the Caribbean,” on USA (yes, it is difficult to workout on the elliptical these days :-) when I noticed, down at the bottom left hand corner of the screen, the following words,
As I saw that I thought, “Isn’t that amazing. I’ve been watching ads for this show on USA for the past several weeks. Now, they’re even promoting the show during the main content part of other shows–and we’re still SIX WEEKS AWAY!”
Think about that. When was the last time you promoted anything like that?
Most of us send out one or two messages–and when no one or a couple of people respond, we think, “I guess this doesn’t work!”
But maybe it’s not what we’re saying. Maybe it’s that we simply haven’t communicated it often enough.
The old adage is that it you have to communicate a marketing message seven times before a prospect will buy.
However, what the marketing rule-makers don’t tell is that your prospects don’t hear your message, two out of every three times you send it out. In other words, the Rule of 7 is really the Rule of 21.
So as you look at the marketing messages that your firm or business is sending out, how frequently do you communicate your messages? Are you sending them out at least 21 times? If not, you may want to take a lead from USA–who at least knows that if you want to create a hit, you’ve got to send out a whole lot of marketing messages–even if you’re two months out from your launch date.
To your accelerated success!