| The Two Keys: Credibility and Repetition |
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No one wants to do business with someone they've never met nor heard of. And repetition is necessary for us to make a place in our minds to record information about an opportunity. We remember things in context, and only after many contacts do we create a spot in our memory that is anchored to the person rather than the context surrounding that person. Marketing recognizes these principles. They form the foundation for any kind of solid marketing plan. We need to spend money on marketing because it's not good enough to just deliver the message about your services and capabilities once. In order for your reputation to be created, you must repeat the message over and over and in different ways. Marketing research shows that it takes at least 7 exposures for most people to buy something. And it takes at least 12 exposures for most people to be able to remember one offer as distinct from another. Since credibility is the first requirement for any sale, the first goal in exposure is to establish yourself or your business as credible. And because repetition is the second requirement, you need to establish a context for yourself. Both of these critical elements take time and money. But if it's done right, it's well spent. |
Ricci Legacy
The Ricci family has been consulting and supporting success for hundreds of years.