Frequency Marketing

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. 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: . . . (to read the remainder of this article, please log in below.)