Why once is never enough.

Posted | 0 comments

If you are a chocoholic you can relate.  It’s never enough to have just one chocolate.  No sooner are you finished the first than you begin to crave the next.  It’s as seemingly uncontrollable as any other addiction.

Why is this?  I’m not a psychologist but I’d bet it has something to do with your mind and the focus of your dominant thoughts.  The fact is that the more you think about something you want, the more you ‘need’ it and the less prepared you are to put up with not having it.

Looking at things, whether it’s looking at something tangible with our eyes or looking at something with our imaginations, creates a magnetism that’s extremely powerful.

Successful marketers use this simple principle. They understand that when it comes to communicating with their market – once is never enough.  Statistics indicate that it takes between 8 and 12 ‘contacts’ before a prospect becomes interested in doing business with you.  Those contacts can take many forms.  Contact can be made using social media, email, print advertising, direct response mail, phone calls, bill boards… the list is extensive.

The reason it takes so many contacts to cause a tipping of the balance from indifference to desire is pretty much the same reason that no one becomes a chocoholic (or alcoholic) through just one taste.

The first taste – the first contact – arouses some mild interest.  However, if that small spark isn’t fanned into a flame through frequent subsequent exposure, it will simply die out.  Quite quickly.

Statistics show that your best chance of selling to someone again is within 45 days of them having made a purchase. Contacting them during this period and making an offer gets them thinking.

First they think of what they’ve just purchased.  If they’re happy with that purchase and are still enjoying it, they think on this good experience.  Then they think about the offer you’ve made and imagine how they’ll feel once they’ve added this to their lives.  The longer you give them fodder for this train of thought, the more exposure you gain in their minds and the more they begin to ‘need’ what you’re selling.

To gain this level of exposure, you need to have a campaign that spans a period of time and provides multiple exposures on many different levels and in many different ways. This ’rounds out’ the experience and builds a more complete image in the prospect’s mind of what it will mean to own what you’re offering.

A recent article in the New York Times by Benedict Carey “Forget what you know about good study habits” gives some insight into why this is so. Carey discusses the finding that people learn more effectively when the material and place of study is varied. This same principle seems to apply to creating a buying mindset.

When your prospect sees your message in multiple places and is given multiple logical reasons as to why this is a good and necessary purchase, if they’re at all inclined towards acquiring it in the first place, it won’t be long before their minds are dwelling on the ways they can benefit from owning it. They are ‘learning’ to own it in their minds.

This is the key reason that your marketing should include a variety of ‘vehicles’ and each of your products and services should be analyzed to understand multiple reasons that your customers will benefit from ownership and use. Only by broadcasting the right message using the most effective vehicles will your exposure fan the spark of interest in your customer’s minds into the flame of a ‘must have’ mindset.

If that sounds intimidating and you’re not sure how to go about setting up a multi-faceted system for getting the kind of exposure that’s necessary to sell at a higher level, please feel free to email me and I’d be happy to help with a no obligation assessment and recommendations.

Submit a Comment

Your email address will not be published. Required fields are marked *