Many that I speak with believe they are telling their story well, many do not understand the value of investing in social media, thinking it’s just noise and nonsense, and many are confident that their website has all of the information people are looking for, in order to realize the results they desire.
There may in fact be much merit in what they believe, and I often agree with them. Their brand may be well defined and ready for revenue generation, but, we do need to keep repeating ourselves, often in a variety of ways, as redundant as this might seem in order to connect and grow.
If you have a great message and a fantastic PR team, you might only need to deliver your message or pitch once in order to see a return, and to feel that you are being effective, however, it’s unlikely that this is a plan your business can count on for maximum impact and results. Repeating a message constantly, in the same way, to the same audience, is ineffective, and can even be classified as spammy. BUT, sharing your story, pitch, or request, and highlighting what you offer and why you are of value – frequently and consistently – in a strategic and kind way, is the key to having people engage with you, your service, and your product.
Engagement is really what you are after in marketing. You will grow your client base and build your sales through meaningful engagement, and, as you continue to share well, your current clients will be reminded of your goodness, and will naturally be encouraged to share. If you make your product easy to recommend, and people are happy with your service, you will grow in a healthy, organic and sustainable way.
In a day and age when we are all bombarded with claims, “experts”, promises, studies and more studies (often conflicting ones), there is no better time to craft your message and create culture around your brand, your product, and your work. Getting somebody’s undivided attention for a few seconds is a challenge, but you can do it. Then, you can capture their attention by being of value, and by creating a relationship that will realize a return for you.
Repeat your messages numerous times on various platforms – not verbatim, but with a consistent, well-articulated theme. Use a combination of stories, statistics, photos and resources to drive home your point and purpose. Use multiple platforms – from your own blog and social channels, to external media, news outlets, blogs, friends, and customers. It works, and it’s simpler than you realize – just choose to start talking and giving – then keep saying the same thing, with conviction and passion.
In 1885, Thomas Smith, a successful London businessman, wrote a guide called Successful Advertising. He believed:
The first time people look at any given ad, they don’t even see it.
The second time, they don’t notice it.
The third time, they are aware that it is there.
The fourth time, they have a fleeting sense that they’ve seen it somewhere before.
The fifth time, they actually read the ad.
The sixth time, they thumb their nose at it.
The seventh time, they start to get a little irritated with it.
The eighth time, they start to think ‘Here’s that confounded ad again.’
The ninth time, they start to wonder if they’re missing out on something.
The tenth time, they ask their friends and neighbors if they’ve tried it.
The eleventh time, they wonder how the company is paying for all these ads.
The twelfth time, they start to think that it must be a good product.
The thirteenth time, they start to feel the product has value.
The fourteenth time, they start to remember wanting a product exactly like this for a long time.
The fifteenth time, they start to yearn for it because they can’t afford to buy it.
The sixteenth time, they accept the fact that they will buy it sometime in the future.
The seventeenth time, they make a note to buy the product.
The eighteenth time, they curse their poverty for not allowing them to buy this terrific product.
The nineteenth time, they count their money very carefully.
The twentieth time prospects see the ad, they buy what it’s offering.
How many times do you have to say the same thing? The most successful brands never stop.