How Many Times Do I Have to Tell You?

We all have need to be taught again. (Getty Images)

One of the differences between teaching and professing is the willingness to repeat a lesson.

Professors profess and keep moving through subsequent lectures. Teachers teach until a lesson is learned.

"For though by this time you ought to be teachers, you have need again for someone to teach you the elementary principles of the oracles of God, and you have come to need milk and not solid food" (Heb. 5:12).

We all have need to be taught again.

Consumers have short-term memory. Brand recall is a function of message recency. The battle for the mind of future buyers rages on. "Well, it's a non-stop blitz of advertising messages," says Jay Walker-Smith, president of the marketing firm Yankelovich. "Everywhere we turn we're saturated with advertising messages trying to get our attention."

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According to Walker-Smith, we've gone from being exposed to about 500 ads a day in the 1970s to as many as 5,000 a day today. The 5,000 number doesn't include emails, text messages and social media.

Marketers continue to ask the question, "Is one message enough?  How many exposures to the message are too many?" I offer a simplistic answer to a difficult question: Advertise product benefits until the target audience has learned and responded to the message. The key elements of a product are the benefits attributed to it. Teach benefits. Rinse and repeat.

It's not enough for a brand to be recalled. We must teach consumers the benefits of purchasing a product. We must teach our audience to understand how the product satisfies a need.

How much frequency is necessary?


Dr. Steve Greene is the publisher and executive vice president of the media group at Charisma Media and executive producer of the Charisma Podcast Network. His book, Love Leads: The Spiritual Connection Between Your Relationships and Productivity, is now available.

Leaders, Dr. Greene wants to help you understand the spiritual connection between relationships and productivity. Read his new blog, here.

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