There’s a lot of discussion out there about how many times a customer needs to see your product before they will buy it. Some go by the rule of three, some by the rule of seven, and some say there are no rules on ways to make customers buy. This discussion has been going on since 1885, when an advertising dude, Thomas Smith, wrote a book called Successful Advertising.
According to Thomas a customer needs to see or hear about your product or service 20 times before they will buy it. That sounds like a lot, but the average infomercial could rack that up in a couple of days. There are some companies who think you need to see their products 20 times an hour to get it. It’s like Chinese water torture, where drops of water are slowly dropped on the victim’s forehead until you go insane. I want to get out my credit card and scream “Okay, okay. If I buy the pasta strainer will you make it stop?!”
Here is the list that Thomas Smith put together for his guide:
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. [Read more…]