I am often asked by our clients for the 'secret sauce', a new idea or different message they can use that is going to change the game and get them exponentially better results than normal.
The answer is that there is a 'secret sauce' that will get you exponential results, but its not in having a new message, but that will help. Its not having quality design, but again, that will help. Its not coming up with something new and unique that no one has ever done before in your industry, that may or may not help.
The secret sauce that gets the results that you are hoping for is CONSISTENCY!
The clients that we work with that consistently get results that put them in the top 5% of their industry are the ones that are consistent with their marketing. They are consistent with the frequency and the message that they out into the market place.
The concept to learn here is called Recency & Frequency. A statistic I have heard is that 80% of people will buy from the business that has marketed to them most recently and the one that has marketed to them the most frequently... 80%!
Neuroscience gives us 2 main reasons why this is the case.
Reason 1: The RAS - (reticular activating system)
Put simply, the RAS is a part of the brain that filters things from the conscious brain to stop overwhelm.
Think of a time when you had just purchased a new car, just after you drive it out of the dealership the roads suddenly become filled with hundreds of cars the same model as yours. Magically the day before no one was driving them and today they are everywhere. The truth is that they were always there; it was just being filters by your RAS.
The RAS basically makes your marketing invisible to those that are not familiar with your marketing or not interested in what you are talking about. Conversely, repeating your message does keep the RAS open to your message. The big end of town knows this fact, that is why you continue to see Coke Cola and McDonalds’ marketing all the time. Everyone knows who they are and what they sell, but by keeping their message top of mind it means that when you drive past a McDonalds’ its wont be filtered out of your consciousness by your RAS, you will be consciously aware that you just drove past a set of golden arches and if you are feeling hungry they have significantly increased the odds of you pulling in to grab a burger!
So to ensure your marketing message is being noticed, keep up a high frequency to your target audience. Every business will vary, but I would say that more than once per month is a good starting point to test. If you need to choose between reach and frequency my recommendation would be to decrease the reach until your budget will allow monthly marketing messages for at least 6 months.
Reason 2: The mere-exposure effect.
The mere-exposure effect is a psychological phenomenon where people tend to develop a preference for things merely because they are familiar with them.
In social psychology, this effect is sometimes called the familiarity principle. Put simply, by being seen more frequently by your clients, you will become the preferred option for them.
Having direct mail, flyers, letterbox drops, thank you cards, phone calls and other offline mediums included in your follow up or nurture process will not only add value to the relationship, but it will also offer extra reasons to make contact – for example, emailing them for address details, sending the physical letter, and calling them up to confirm they received your message adds three additional exposures and gets the mere-exposure effect working for you even sooner.