"Location…Location…Location" is the mantra of the Real Estate world. It means the price of a home can vary widely in value due to its location.
In the Advertising world, repetition is the mantra. Repetition is the proven approach that leads to action, like fundraising success, exceptional CD sales and attendance at an important event.
There was always been considerable pushback in our industry to the repetition mantra.
"We don't want to anger our loyal audience members by sending them too many emails."
There’s a saying in the radio business: “By the time the radio staff is sick and tired of hearing an important message, the audience is likely hearing it for the first time.”
Research shows that a person needs to hear a commercial at least eight times before they will act.
Let's say you have 100 people in your audience, and 5 – 10 percent of them are your most enthusiastic and passionate fans who would follow you anywhere. If you only send or present your fundraising message or promotional message 3 – 4 times over two to three weeks, it's unlikely that the majority of your audience (80 – 90%) will see or hear your message enough times to respond the way you'd like.
I would propose to you that those who achieve success in fundraising, CD sales and attendance at an important event are all doing three things. Repetition, Repetition and Repetition.
