Say it again, Sam

Animals learn through repetition, right? If you want a dog or a horse to learn something you work with him over…and over…and over.  Did you know it's the same with people?  Repetition is a key element in successful marketing.

Think about big-time jingles, brand icons, and ad messages (McDonald’s “I’m lovin’ it”; Nike’s “Just do it”; The Geico Gecko). These words and images stick with us for one big reason – REPETITION. You’ve heard and seen them again…and again…and again.

If you want people 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.

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

· We’re inundated with messages – from public bathroom doors to computer screens. You have to break through the clutter. Repetition combined with an intriguing presentation increases your odds of being noticed.
· Folks buy when they’re ready. You need to be visible consistently to capture their attention when the time is right.  For them.
· 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%.

If this advice sounds familiar, it's because I'm repeating a point I believe is critically important.  Yes, I take my own advice.