Immutable Laws of Marketing

Monday is Make Things Happen Day.

At least it is in my world.

Last week, I blogged about marketing with the post, "Does Marketing Sell Books."

Since it's Make Things Happen Day, let's talk a bit more about marketing with a universal truth about this thorny subject. This truth applies whether you're selling hammers or books.

Immutable Law of Marketing

It takes 9 times before something sticks in the customer's mind.

I'll be honest. In today's world where one is bombarded by email, video, TV commercials, online ads, etc., I think it takes much more than 9 times before something sticks.

I know I hear about books that sound delightful, but by the end of the day, I can't remember the title. Know what I mean?

I think ad agencies responsible for TV commercials agree because just think of all the repetitive commercials one sees on TV. They're on a loop. In a 30-minute sitcom, you may see the same product advertised at least 6 times—probably more like 12 times.

The fast-paced TV commercial world now features commercials 10 seconds in length. It's little better than viewing flash cards, but the one thing the viewer gets is the name of the product.

These commercials are repetitive for a good reason. Quantity equals lots of exposure for the product name. Comapnies want to reach every corner of the viewing audieence. If you take a bathroom break during a commercial, you will eventually end up watching the commercial at some point–at several points during the day or evening.

Of course, those advertiserss have millions to pay to flash their message and product before your eyes. Authors don’t have that. Most of us depend on less costly tactics to get book covers in front of readers.

When you blog around the internet, your cover gets seen by readers which is why authors often guest blog—to reach a different set of readers. Same thing when authors post their bookcovers on a friend's newsletter—exposure to a different audience of readers.

Takeaway Truth

Always ask yourself, how can I get more exposure?

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