This is the third article of a three-part series. I’m illustrating the marketing challenges of PrescottWeddings.com, a small business. If you don’t remember anything else about marketing, remember this: Frequency is king. The more often you can get your name in front of your potential and current customers, the more likely you will make a sale. Depending on what study you look at, people need to see your message anywhere from three to 27 times before they act upon it. And, if you want to brand your business, then you need to get it in front of your customers as often as possible. How do you think Ivory Soap, Campbell Soup and Tide all built their brands so deeply into our minds? Through years and years of repeatedly advertising. That’s why those brands pop into our head when we think about soap, soup or laundry detergent. So if you want to build your brand, then you need to advertise frequently. There’s another benefit to advertising frequently. It also helps your current customers. People like to know they made the right decision after they purchased something. How much reassurance they need depends on how much they spend, but everyone needs some confirmation they made the right decision. Your advertising can help. Studies have shown that people are more aware of car ads after they purchased a car — specifically car ads of the model they bought. And they’re more likely to both believe and approve of the message. Again, because they want to know they made the right decision. So there are many good reasons to advertise frequently. Does that mean you have to spend a fortune? Not necessarily. There are a few tricks you can use to get the frequency you need at a low cost. (These are print tricks — other advertising outlets, such as radio and online, we’ll talk about in future issues.) 1. Make your ad as small as possible. Small ads cost less. See “Advertising on a Budget

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