REPETITION: The more that we see something is the more that we like it.
This could be anything from a person’s face, a logo or a particular message. Have you ever wondered why big brands spent millions of Rands on repeat advertisements that they place on television and radio?
Think of the insurance advertisements that we keep seeing on our screens daily. When they were first introduced most us found it hard to adjust because we didn’t view insurance as a necessity. Those advertisement annoyed us so much that we’d even change the channel. However, this didn’t stop those companies from paying more money to have their ads repeated. They were in it for the long haul and most importantly they understood one golden rule, which I’ll explain shortly.
So what is it about repetition that drives sales? Human beings are creatures of habit. Although new things might spark our curiosity and excite us, we tend to associate newness or change with danger. But if we see something a lot more we become familiar with it and feel comfortable around it. That is exactly what you want others to feel whenever they interact with your brand. A sense of stability and credibility.
Another great example is music. The more you listen to the same song is the more you start to appreciate it. The more you hear it is the more it sparks certain feelings that you can attach to significant memories from your past. Because of that experience it becomes more than just another song. Ask any artist whose song became a hit about the importance of airplay, and they’ll tell you. Consistent airplay endures that listeners become more engaged with the song on a deeper emotional level.
As a person selling a product or service make sure that you don’t take any off days from consistently telling your potential customers about your offerings. Brand awareness is one of the first steps to closing the deal or making the sale. People won’t spend their money on a brand that doesn’t have a story that resonates with then, and is inconsistent with it’s advertising.
Look, even if you’re not launching a new product or making a huge announcement but by just showing up where your ideal customers can see you, that CONSISTENCY is going to build TRUST over time and as you know, people only buy from brands they can trust. You can be so good with everything else and have thee most amazing product but without consistency nobody is going to pay attention to you. The market place is extremely busy and noisy, there are new businesses entering the game every time. But how many are able to maintain or increase market share? Very few. That can be attributed to inconsistency or lack of visibility.
Unless you’re a natural resource or mineral like gold or platinum, make it your responsibility to locate the customer and present your offerings. If you are waiting to be found then you are in a very dangerous position where you could face a downfall.
Is your brand visible enough to turn complete strangers repeat customers?
– Nomsa Chauke
Co-Founder of Platform4change NPO
Director at Nu Radar Business Solutions Pty Ltd
Season winner of SABC 2’s entrepreneurship competition, Game Plan (2019)
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Facebook: Nomsa Chauke