Good marketing and advertising are a blend of art and science. They combine the art of creative messaging, which inspires people to take action, with the science of reach and frequency. Reach is the number of people who see or hear your message, while frequency is the number of times they see and hear it.
It takes a lot of frequency to break through the clutter and have your message stand out. That’s why message consistency is so important and why having multiple touchpoints improves the return on your marketing dollars. If people constantly hear different messages or only encounter one format (radio, for example), it’s harder for them to remember your brand or your value proposition.
Repetition works, but it can feel uncomfortable to you and your team. Years ago, I heard a Mad Men-era ad agency boss with 40-plus years of experience tell a client, “When you are getting tired of hearing it, they are just starting to pay attention.” It’s a timeless truth.
You never want your marketing to get stale – but remember that your messages have a shelf life that is a lot longer than you think.
It also means a new print, display or broadcast campaign can take time before you start seeing impactful results. When your message is abundantly clear and meaningful to you and your team, it will take longer for your audience to absorb.
So the next time you feel you need to shake up your ads, remember it may just be you who is tired of hearing it.
