This past weekend, I pulled out an old square suitcase that has been in my husband’s family for over 100 years. Steamliner stickers are slapped over three sides and its brass clip is a little stiff, but the camel-colored leather is in very good condition. Inside, ruby-red velvet surrounds a glossy beaver-felt top hat and white leather spats with shiny black buttons. Henry Brooke Orde, my husband’s great uncle, must have kept some interesting company as VP of the International Telephone And Telegraph Company.
A few days earlier, I was writing about dental practice marketing and revisited the term “effective frequency.” There are multiple definitions, but the clearest one is “the number of times a person must be exposed to an advertising message before a response is made.”
I also came across this piece of marketing gold written in 1885 by a savvy chap named Thomas Smith in his guide called Successful Advertising…
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.
The fourth time, they have a fleeting sense that they've seen it somewhere before.
The fifth time, they actually read the ad.
The sixth time they thumb their nose at it.
The seventh time, they start to get a little irritated with it.
The eighth time, they start to think, "Here's that confounded ad again."
The ninth time, they start to wonder if they're missing out on something.
The tenth time, they ask their friends and neighbors if they've tried it.
The eleventh time, they wonder how the company is paying for all these ads.
The twelfth time, they start to think that it must be a good product.
The thirteenth time, they start to feel the product has value.
The fourteenth time, they start to remember wanting a product exactly like this for a long time.
The fifteenth time, they start to yearn for it because they can't afford to buy it.
The sixteenth time, they accept the fact that they will buy it sometime in the future.
The seventeenth time, they make a note to buy the product.
The eighteenth time, they curse their poverty for not allowing them to buy this terrific product.
The nineteenth time, they count their money very carefully.
The twentieth time prospects see the ad, they buy what is offering.
Go line by line – can you see yourself and your own exposure-response patterns? I can see myself.
Can you see your potential patients? I assure you, they’re there.
At Patient News, our dental marketing experts not only see your potential patients, we know how our targeted dental practice marketing strategies use effective frequency (and a plethora of other proven techniques) to help your practice stand out so that your ideal potential patients will see the ad, tip their hat, and buy what is offered.
The world was smaller 100 years ago and I can’t help but wonder if a ground-breaking marketing guru and a young business exec ever tipped their hats to each other. Perhaps they had … for the American Telephone and Telegraph Company grew to become AT&T.