Remember what your mother told you -- Why Repetition Works

What message from Mom (or Dad) sticks with you? Is it “Always wear clean underwear”? How about “If you can’t say something nice, don’t say anything at all”? Or “Clean your plate.”?  These bits of advice stick with us for one big reason – REPETITION. You and I heard these messages again…and again…and again.

That’s the marketing communications lesson for the day. If you want your audience to absorb your message, repeat it. And I don’t mean two or three times, either. Current wisdom says it can take nine or more repetitions for a message to sink in.

Wondering why it takes such an effort to make an impact? Consider these facts.

• Your target audience is inundated with messages. It takes an effort to break through the clutter. Repetition and an intriguing presentation increases your odds of being noticed.
• Prospects buy when they’re ready. You need to be out there consistently to capture the prospect’s attention when he or she’s in the purchasing mood.
• We retain only about 10% of the information we’re exposed to each day. Repetition increases the chance your message will be part of that lucky 10%.

So repeat, repeat, repeat your core message. But you don’t have to use the same vehicle over and over. The most successful marketing communications programs use a variety of techniques to deliver a message: social media, online presence, publicity, direct mail, advertising, events, literature and more.

Mixing it up lets prospects get the same message in a variety of forms. And it can make repetition more affordable.