It’s no accident that a well-crafted pop song gets stuck in your head. All great pop songs have one thing in common. They all use repetitions as the main element of their structure.
Let’s look at The Beatles lyrics to “Here Comes The Sun”…
Here comes the sun, here comes the sun
And I say it’s all right
Little darling, it’s been a long cold lonely winter
Little darling, it feels like years since it’s been here
Here comes the sun, here comes the sun
And I say it’s all right
Little darling, the smiles returning to the faces
Little darling, it seems like years since it’s been here
Here comes the sun, here comes the sun
And I say it’s all right
Sun, sun, sun, here it comes
Sun, sun, sun, here it comes
Sun, sun, sun, here it comes
Sun, sun, sun, here it comes
Sun, sun, sun, here it comes
Little darling, I feel that ice is slowly melting
Little darling, it seems like years since it’s been clear
Here comes the sun, here comes the sun
And I say it’s all right
Here comes the sun, here comes the sun
It’s all right, it’s all right
“Here comes the sun” is repeated more than 10 times in the entire song. This song is a perfect example of how repetition has helped shape the world of pop culture. Repetition is a key element of persuasion and when done properly, repetition can create familiarity and craft preference.
Similar to songwriting, advertising is science and creativity working together in perfect harmony. We have no doubt that repetition will be one of the most effective tools in your marketing arsenal. With regular and repeated mailings, you will get the results you want to continuously grow your business.
If you’re looking to grow your business and sell your service/product (which we sure hope you are!), using repetition should be an essential component to planning your campaign. It may sound harsh, but you’ll be wasting your money if you are not repeating your mailings.
Why? Because mailing one piece, one time is unlikely to gain any attention from your potential customers and clients. How many times have you seen the same TV commercial over and over? I’d imagine a lot. That’s because successful advertisers know that the more your audience sees your advertisement, the more likely they are to become customers.
When people are repeatedly exposed to a brand and its message, it begins to feel familiar. Repetition builds brand recognition and trust. An advertising campaign that runs over a longer period of time keeps the brand top-of-mind for the target customers, and when the need arises they are most likely to connect with the brands they know and trust. The strongest brands are the ones that are built up over time.
We’re not making this stuff up! One of the oldest concepts in marketing is the rule of seven. A prospective buyer should hear or see your marketing message at least seven times before they make the decision to buy it from you. Buyers just can’t trust to make a buying decision the first time they see your ad.
Additionally, with a repetitive shared media products marketing campaign, you will begin to be able to predict your companies growth and necessary investment requirements. When you have paired DRMG Insight with your repeated campaigns, you will be able to understand what will actually pull your audience and begin to predict your own results, this will assist you in shaping your upcoming campaigns.
DRMG has been helping our clients create the perfect timing and frequency for their campaigns for over 15 years. With repeated mailings and campaigns, we can help catapult your business to new heights.