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 eight time, he says, “Here’s that confounded thing again!”The ninth time, he wonders if it amounts to anything.The 10th time, he asks his neighbor if he has tried it.The 11th time, he wonders how the advertiser makes it pay.The 12th time, he thinks it must be a good thing.The 13th time, he thinks perhaps it might be worth something.The 14th time, he remembers wanting such a thing a long time ago.The 15th time, he is tantalized because he cannot afford to buy it.The 16th time, he thinks he will buy it some day.The 17th time, he makes a memorandum to buy it.The 18th time, he swears at his poverty.The 19th time, he swears at his poverty.The 20th time, he sees the ad, he buys what it is offering.
- Thomas Smith
The list written by Thomas Smith of London in 1885 still holds true today. It tells us “frequency” is the key to the success of an advertisement. It takes repetition for an ad to get into a prospect’s unconsciousness. Good marketers should have the coolness to hang in there after an ad run 19 times and nobody is buying.
