Patience Is a Waste of Time
I’m sorry, but the situation with Marketing just keeps getting dumber and dumber.
People are always coming to us complaining that they ran some marketing program, maybe an email drip, or a pay-per-click thing.
And when they didn’t get an instant payback, they complained to the vendor – who usually came back with, “Well, such-and-such a method just takes time.”
Or, “you have to leverage the repetition effect.”
Or some other such nonsense to keep them buying.
And then they still don’t get a payback, and that why they’re calling us. But, of course, they don't have any money left.
So today I was checking one of the absolute worst offenders, a networking site that sounds like a-shmine-able.
And there was a discussion about podcast sponsorships, and how important the repetition effect is.
One guy says, “Patience is the biggest piece of any entrepreneurial journey.”
And another says, “Brand awareness is a marathon, not a sprint.”
So, let me tell you about the repetition effect.
There’s no question that it exists. But it only works if the underlying message gets at a real need or pain point.
If the need is current, then the repetition effect is actually a misnomer for insuring coverage.
And if the need is latent, then the repetition effect doesn’t work because of the repetition, it works if, and only if, you can find a way to rip off the scab.
Jeez, guys, when are you going to stop milking this old cow?
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