search
cart
facebook twitter linkedin youtube instagram Spotify Podcasts Apple Podcasts Spotify Podcasts Apple Podcasts
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • TOPICS
    • Cool Roofing
    • Event News
    • Latinos in Roofing
    • Low Slope
    • Legal
    • Metal
    • Project Profiles
    • Roofing Supply Pro
    • Roofing Safety
    • Steep Slope
    • Sustainable Roofing
    • Technology
  • EXCLUSIVES
    • Best of Success
    • Contractor Profile
    • IRE Show
    • Roofing Contractor of the Year
    • Top 100
    • Young Guns
    • State of the Industry
    • Century Club
  • MULTIMEDIA
    • Videos
    • Podcasts
    • Interactive Spotlights
    • Roofing Quizzes
    • IRE Videos
    • Webinars
    • Photo Galleries
  • PRODUCTS
    • New Products
    • Featured Products
  • COLUMNS
    • Editor's Note
    • Exit Planning
    • Legally Speaking
    • Safety Advice
    • Technical Details
    • Guest Column
  • EVENTS
    • International Roofing Expo
    • Webinars
    • Best of Success Conference
    • Industry Events
  • DIRECTORY
    • Associations
    • Distributors
    • Manufacturer/Supplier
    • Business Services
    • Get Listed
  • MORE
    • Roofing Contractor eNews
    • RC Store
    • Roofing Supply Pro
    • Custom Content & Marketing Services
    • Market Research
    • Sponsor Insights
    • Company Spotlights
    • Classifieds
      • Auctions
      • Business For Sale
      • Business Opportunities
      • Equipment For Sale
      • Positions Available
      • Products
      • Safety
      • Software
      • Services
      • Training
    • Contact Us
  • EMAGAZINE
    • eMagazine
    • Advertise
      • Media Kit
      • Editorial Calendar
      • Contact
    • Archive Issues
  • SIGN UP!
Columns

Smart Business: Repetition Works Best Repetition Works Best Repetition Works Best

By Jim Olsztynski
June 1, 2005
Here are 10 reasons why advertising needs to be repeated to be effective.

People who sell advertising and know the ropes just cringe when they hear these familiar words: "I'll buy an ad to see if it works. If it does, I'll buy some more."

When it comes to advertising exposure, once is not enough. Once is usually a waste of money. Once doesn't tell you whether the chosen medium is effective or not.

Small companies are prone to wasting money on a bunch of little one-time promotional buys. It does little good to buy "an" ad in a newspaper, magazine, etc., or to send out "a" mailing to prospective customers, or to do anything else to promote yourself on a one-time basis.

The chances that a prospect will just happen to see your ad the one time you just happen to advertise are very slim. Consistency is important for any type of advertising.

You don't need an expert to tell you that big ads generally work better than small ads. However, if you have a limited budget most advertising pros will tell you that you can get better bang for your buck running smaller ads frequently rather than larger ads once in a while. Size is not as much a factor in advertising success as repetition.

Marketing consultant Dr. Jeffrey Lant authored a book called The Rule of Seven, which contends that if you want prospects to take action and buy what you are selling, then you must connect with that person a minimum of seven times in an 18-month period with either paid advertising or free publicity.

There are a many reasons why you must repeat advertising for it to be effective. Here are 10 of them:

1. People are busy.

The first time they see your ad, they may be interested in your services but have other commitments that take precedence. If they saw your ad a second time, or third time, they might take action.

2. They forget it.

Think of how many times you vaguely recall seeing an ad for a given product or service, but when it comes time to buy, you can't remember where you saw it.

3. They don't have a pressing need right now.

But next month they might, or the month after. The more often they see your name, the greater the likelihood they'll give you a call when they need your service.

4. They are lazy.

They mean to give you a call but just don't get around to it. So you have to keep reminding them.

5. People may miss your ad.

No medium delivers 100 percent of its total audience at all times. But the more often you advertise, the better your chance of connecting.

6. They have qualms about your business.

Maybe they've heard something bad about you from a competitor or a customer whose job didn't go too well. Over time that will fade from memory. Meantime, repetition tends to reinforce your message and reassure people that you are respectable. Various studies have shown that advertising messages can work effectively to drown out negative perceptions, but it does take time and many exposures to the message for it to take hold.

7. People procrastinate.

They're too busy or lazy or preoccupied to call you now, but they count on seeing your ad again when they're in a better mood for making a buying decision.

8. They hesitate because of the expense.

They may not have the money now, but they may have it next week or next month. Some retailers are known to time certain ads so they appear right after the 1st and 15th of the month, when many people receive their paychecks.

9. They just patronized someone else.

But maybe they weren't satisfied with the service they received. Or maybe the other company will move away or close up shop. They could be receptive if they see your ad next time.

10. Your ad got reinforced by something they read.

The first time they saw your ad they weren't interested. But they just read an article about new building materials and suddenly turn receptive to what you're selling.

Persistence pays off. A study reported by the Society for Marketing Professional Services found that 80 percent of all sales are made after the fifth call. Yet statistics show that 43 percent of salespeople make one call and quit, 25 percent make two calls and quit, and 12 percent quit after three calls.

A parallel exists with advertising. Remember that "Rule of Seven." The more often you reach prospects, the better the chance you have of your message getting through to them.

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Jim Olsztynski is editorial director of Plumbing & Mechanical and editor of Supply House Times magazines. He can be reached at (630) 694-4006 or wrdwzrd@aol.com.

Recommended Content

JOIN TODAY
to unlock your recommendations.

Already have an account? Sign In

  • Roofing Contractor Group Publisher Jill Bloom

    Physics, the Power of Authenticity and You

    In February's Publisher's Note, Jill Bloom describes a...
    Columns
    By: Jill Bloom
  • The Family Food Fare supermarket in Midland, Mich.

    ‘Rooftop Ninja’ Discovered Living on Roof, Inside Grocery Sign

    A bizarre tale out of Midland, Mich.: a woman dubbed the...
    Roofing News
    By: Bryan Gottlieb
  • A before and after heat measurement comparison

    How Hot is Too Hot in the Attic?

    If the ventilation is working, how hot should the attic...
    Columns
    By: Paul Scelsi
You must login or register in order to post a comment.

Report Abusive Comment

Manage My Account
  • eMagazine Subscription
  • Sign Up for the eNewsletter
  • Online Registration
  • Manage My Preferences
  • Subscription Customer Service

More Videos

Sponsored Content

Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the Roofing Contractor audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of Roofing Contractor or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

close
  • An overhead view of a residential block
    Sponsored byCBIZ CompuData

    From Spreadsheets to Strategy: How Roofing Companies Can Transform Financial Operations

  • Snow Guard Solutions for Metal Roofs by S-5!
    Sponsored byS-5!

    Safeguard Your Building: How Snow Guards Prevent Costly Roof & Property Damage

  • A hand holding a wooden block that reads 'EVOLVE'
    Sponsored byWatercress Financial

    Embracing Change: A New Era for the Roofing Industry

Popular Stories

Agentes de ICE arrestaron a casi una docena de empleados de una empresa de techos en Lowell, Massachusetts. Los arrestos son parte de una redada federal más amplia contra la contratación no autorizada y las violaciones migratorias en Boston.

ICE Redondea a Equipo de Techos Afuera de Boston

QXO CEO Brad Jacobs will share the company’s strategic vision today at the Wolfe Research Global Transportation & Industrials Conference in New York following its acquisition of Beacon Roofing Supply..

QXO’s Brad Jacobs Charts Growth at Wolfe Research Conference

Florida has become the focal point for construction-site raids, attracting national attention and altering labor dynamics throughout the industry.

Florida Emerges as the Epicenter of ICE Raids

Roofing Contractor Webinar

Events

December 3, 2025

The Premier Roofing Conference: Best of Success

Join roofing professionals from across the nation at the 2025 Best of Success conference, the ultimate destination for roofing professionals seeking the latest industry insights and networking opportunities. Pick up strategies for critical challenges like workforce shortage with innovative solutions, explore the latest advancements in roofing technology and sustainable practices, and gain valuable insights from industry leaders on navigating the evolving roofing landscape.

View All Submit An Event

Related Articles

  • Smart Business: Time For A Manners Check

    See More
  • Smart Business: Safety Is Real Smart Business

    See More
  • Smart Business: Family Business Challenges

    See More
×

Be in the forefront of the roofing industry!

Join thousands of professionals today. Shouldn’t you know what they know?

JOIN NOW!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletter
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • Instagram
    • YouTube
    • X
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing