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Monday Morning Motivator

Quote Of The Week - “Genius is nothing but a greater aptitude for patience.” (Benjamin Franklin)

Word Of The Week - Folderol (fal-de-ral) : A useless ornament or accessory, trifle, or nonsense.
eg : Deborah dismissed the tabloid article as useless folderol.

Proverb Of The Week - Like an earring of gold and an ornament of fine gold is a wise reprover to a listening ear. (Proverbs 25 verse 12 The Bible)

Patience In Marketing

We would like to start off by saying Thank You to all of you who have phoned us and sent us emails congratulating us on the launch of The Adam Advertising Group. This will be our first MMM, we are currently redesiging our newsletter and it should be officially ready for next week. In the meantime we wanted to send out the following message from Guerilla Marketing expert, Jay Conrad Levinson.

Take a reality check to determine how clearly you understand what your prospects are thinking each time they look at your advertisement.

The owner of a small business takes a leap of faith and contracts to run a weekly ad in the local newspaper with a frequency of once a week for a full year. After five weeks, the results displease him so much that he cancels his contract.

Five ads in five weeks seems like a lot of frequency in marketing. Five exposures do, indeed, establish some momentum. But they don't even come close to create enough desire to motivate a sale. To truly comprehend how much frequency is enough to spark that sale, you've got to know just what your prospects think from each exposure. Here is exactly what each one thinks as he or she looks at the ad you've run:

The first time a man looks at an advertisement, he does not see it.
The second time, he does not notice it.
The third time, he is conscious of its existence.
The fourth time, he faintly remembers having seen it before.
The fifth time, he reads it.
The sixth time, he turns up his nose at it.
The seventh time, he reads it through and says, "Oh brother!"
The eighth time, he says, "Here's that confounded thing again!"
The ninth time, he wonders if it amounts to anything.
The tenth time, he asks his neighbor if he has tried it.
The eleventh time, he wonders how the advertiser makes it pay.
The twelfth time, he thinks it must be a good thing.
The thirteenth time, he thinks perhaps it might be worth something.
The fourteenth time, he remembers wanting such a thing a long time.
The fifteenth time, he is tantalized because he cannot afford to buy it.
The sixteenth time, he thinks he will buy it some day.
The seventeenth time, he makes a memorandum to buy it.
The eighteenth time, he swears at his poverty.
The nineteenth time, he counts his money carefully.
The twentieth time he sees the ad, he buys what it is offering.

The list you've just read was written by Thomas Smith of London in l885.

But here we are in the Twentieth Century, how much of that list is valid right now, today? The answer is all of it.

Guerrillas know that the single most important element of superb marketing is commitment to a focused plan. Do you think commitment is easy to maintain after an ad has run nineteen times and nobody is buying? It's not easy. But marketing guerrillas have the coolness to hang in there because they know how to get into a prospect's unconsciousness, where most purchase decisions are made. They know it takes repetition. This knowledge fuels their commitment.

As real estate is location location location, marketing is frequency frequency frequency.

Have a great week unless you choose otherwise.

Drago

Congratulations - This week we would like to congratulate Southridge Ethanol on the successful integration of video into their website. This integration has turned Southride's website from a boring communcation device to a powerful marketing vehicle for their business. Video integration is an essential asset to differentiate your website and communicate your services and benefits to your potential customers. To view go to www.southridgeethanol.com, and if you would like to find out how our team at OSVSGener8 can bring your website to life, give us a call. We're here to help!

The Adam Advertising Group is proud to play a small role in the on-going success of many of the companies featured in the MMM. Can The Adam Advertising Group help your business, or do you have a success story we should hear about? Contact Drago Adam at drago@AdamAdGroup.com or call 604-219-0777

P.S. Thank you to everyone for your feedback and e-mails regarding the Monday Morning Motivator. As we strive to continually improve our newsletter, your comments are greatly appreciated. If you, or someone you know would like to receive this newsletter, To subscribe or to view our complete newsletter archives.