Why Marketers preach commitment and patience

The following is found in numerous marketing books addressing the need for commitment and patience when promoting your product or service. By focusing your marketing efforts, you’re likely to reduce a few of the steps!

  • The first time a man looks at an ad, he doesn’t see it.
  • The second time, he doesn’t notice it.
  • The third time, he is conscious of its existence.
  • The fourth time, he faintly remembers having seen it.
  • The fifth time, he reads the ad.
  • The sixth time, he turns up his nose at it.
  • The seventh time, he reads it through and says “Oh brother!”
  • The eighth time, he says, “here’s that confounded thing again!”
  • The ninth time, he wonders if it amounts to anything.
  • The tenth time, he will ask his neighbor if he has tried it.
  • The eleventh time, he wonders how the advertiser makes it pay.
  • The twelfth time, he thinks it must be a good thing.
  • The thirteenth time, he thinks it might be worth something.
  • The fourteenth time, he remembers that he wanted such a thing for a long time.
  • The fifteenth time, he is tantalized because he cannot afford to buy it.
  • The sixteenth time, he thinks he will buy it someday.
  • The seventeenth time, he makes a memorandum of it.
  • The eighteenth time, he swears at this poverty.
  • The nineteenth time, he counts his money carefully.
  • The twentieth time he sees the ad, he buys the article or instructs his wife to do so.

Amazingly, it was written in 1885 by Thomas Smith in London, at a time when consumers were receiving significantly fewer daily marketing messages.