Back in the days of FDR, Lever Brothers asked its employees for suggestions to improve the sales of their shampoo (a new product back then). One employee suggested they add one word at the end of the instructions on the label.
They did, and that one word doubled their shampoo sales!
The word was "Repeat".
It's a word we should add to our marketing repertoire.
A study of nine ads running seven times in the same business publication showed that readership was 13% higher on the 2nd insertion, up 19% on the 4th, 25% more on the 5th, and 38% greater by the 7th.
Westinghouse found that advertising effectiveness for sales leads takes at least five exposures, while Magazine Age also reported that five pages per year in one magazine seemed to be the minimum for any measurable impact.
Repeated advertisements helps build customer rapport just as repeated sales calls do. An ad run once or twice may arouse, but if it's stopped at that point the prospect is ripe for picking by your competition.
What this means to us is that one sales letter, whether to a prospect or client, needs to be repeated to maximize its effectiveness.
Which is why top producers favour newsletters as prospect- softening, and loyalty-building tools. They also educate clients, and remind them about what you do.
And if they hear from you 12 times a year instead of just once they're far more likely to call you when they're ready to do business.
Do It Again - To learn more about this author, visit Donald F. Pooley's Website.
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Donald F. Pooley
(Visit Donald's Website)
Don Pooley, the author of this article,
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Copyright 2005, Donald F. Pooley, Inc.
Don Pooley CLU, CFP, CHFC, "The
Advisor's Advisor" has shared
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life insurance men
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