Did you know that the average person needs seven exposures to a new idea before accepting that idea? Yes, Spaced Repetition works. And unless you’re using Operant Conditioning and Spaced Repetition on your marketing, you’re missing out.
ALSO, when you consider the fact that our lives are constantly in flux and changing, regular exposure to your target market to your products, services, and offers makes a whole lot of sense. That’s why regular, continual, persistent advertising and exposure is so important. And it’s why smart salespeople (and recruiters) make more money.
Let’s consider how Operant Conditioning and Spaced Repetition can be used in a simplified form to boost your sales. The former is easily accomplished with basic Positive Reinforcement: an unexpected, a free gift along with a purchase, positive responses to their attention, complaints, or participation, regular communication and special offers to customers, special discounts for bulk buys, and so on.
But I would like to focus on Spaced Repetition and Changing Circumstances. Spaced Repetition is explained thus by Wikipedia:
“Spaced repetition is a learning technique that incorporates increasing intervals of time between subsequent review of previously learned material in order to exploit the psychological spacing effect. Alternative names include spaced rehearsal, expanding rehearsal, graduated intervals, repetition spacing, and repetition scheduling.”
Through regular exposure to our advertising and education about ur products and services, people learn more and become more amenable to buying. The Marketing Rule of 7 states that a prospect needs to “hear” the advertiser’s message at least 7 times before they’ll take action to buy that product or service. Unless those messages continue to be interesting, changing, and acceptable, THEY WILL BE REGARDED AS IRRITATING SPAM. So beware of sending out exactly the same message every time. Change your bait (message/offer/benefits ) regularly to reach different fish under different circumstances and with different needs.
As peoples’ circumstances change, their needs and priorities change. They may not require your products or services today or this month or even this year, but over time, they may desperately need them, so you need to be around and easy to find, or your competition will get the sale. Perhaps they didn’t buy last month, maybe they weren’t ready to join your sales team last week, but TODAY they are ready. Don’t discard non-buyers; treat them well. Stay in touch.
Bottom Line: Advertise regularly, using different attention-getters, different benefits, at different times of the day and week. Offer differing incentives, too. Make your adverts interesting and informative, and use video as much as possible. If you’re using an Auto Responder, beware of too frequent and too long. Variation, fun, interest, and positioning yourself as an expert in your field are essential.
Reward customers and stay in touch. Referrals will be forthcoming when requested if you look after your customers and reward them for their loyalty and regular purchases. Reward referrals, too.
Our Salespeople and Distributors understand the important of providing excellent service to back up our premier products.
Robin Elliott IPS Safety Inc.