Repetitive Advertising Part 2

Credibility: Although when you think of credibility the first thing that comes to mind is not repetitive advertising, repetition in your advertisements can really enhance your credibility. Have you ever noticed that when someone wants you to believe that something is true they use someone well known or respected? If it is a child trying to convince another child or something they may say, “Well Mom told me that, so it is true.” Mom has gained her credibility with that child. One of your goals through advertising should be to establish your credibility through repetition. Did Mom get her credibility because she went to Harvard? Maybe, but more likely it is because she is there, she tells the child this or that on a regular basis, and they see and hear her over and over. The same is true for your advertisements. When a potential customer sees and hears you and your brand over and over, and on a regular basis, you begin to establish credibility with them. Then when they purchase your product, and it is what you said in your repetition advertisement, then you cement your credibility in.

Brand Familiarity: This is much the same as credibility. However, the importance of repetition in advertising is familiarizing people with your products. Repeating is a common way of teaching so that the pupil learns. When you repeat in your ads, the pupil (potential customer) learns. What do they learn? They learn first that you exist. Then after several more exposure, what you have to offer, then after several more exposures, why what you have to offer is better than the competitor. The more someone sees your brand (because of repetition), the more familiar they become with it, and the more likely they are to take notice at the store, or online, or whatever, and buy it.

First Thought: If you offer a product or service you want people to want you. You are striving to become the first thought they have when a need your product or service can fulfill arises. For example, if you provide legal services for divorce, then you want to be the first attorney a couple looking to get divorced goes to. How do you do that? By establishing your credibility and making potential consumers familiar with you (your brand). If you sell garbage bags, you want your name brand to be the first thought that comes to the head of whomever empties the can. So, use repetition, and you will find that you become the first thought, and your sales increase.

Sales start before the person is at the store looking at the product. Look at this little paragraph, it perfectly illustrates the importance of repetition in advertising:

• I don’t know who you are.


• I don’t know your company.


• I don’t know your company’s product.


• I don’t know what your company stands for.


• I don’t know your company’s customers.


• I don’t know your company’s record.


• I don’t know your company’s reputation.


• Now – what was it you wanted to sell me?

Repetition is fundamental to the success of any advertising program. The marketplace proves out this fact, as does scientific research. Science has shown through studies that a person must see your product NINE times before they will feel apathy toward it and be inclined to buy it.

So, get people to buy your stuff. Recognize the importance of repetition in advertising. If you're selling to the Renaissance/Pirate/Medieval/Gothic enthusiast then your very best option is to use The Pyrates Way magazine and Faire Magazine to get the message out. . . over and over . . . to your customers.