Tuesday, May 02, 2006

The Importance of Patience and Consistency

We at Cauvin, Inc. counsel our clients to be patient and consistent with the marketing strategies we recommend. For example, when we recommend orienting marketing collateral and programs around a particular message, we caution that there will be many temptations to change the message or pollute it with other messages. The Law of Focus is hard to follow, but fundamentally important to your marketing efforts.

Lawson Abinanti recently wrote about this topic:
"Depending on the frequency of your marketing message's exposure, give it nine months to a year for it to start to sink in and establish a mental space in your target audiences' mind. You'll be tired of your message long before your audience is."
Don't forget that last sentence. Inside the bubble, your perspective is very different from your prospective customers'.

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