Feb 192008

People Don't See, First Time Shown

What does a color-changing card trick have to do with marketing?

As marketers, we need to present our case multiple times, consistently and compellingly, before our audience takes notice.

Back when I was catalog marketing, I was taught that many people don't see things the first time they're shown. Before evaluating a new offer or program, we'd need to present it several times to see if it worked.

Seth Godin makes this point in his excellent book, The Bootstrapper's Bible. Godin's four rules of advertising (p. 59): Spend Regularly, Persist, Be Clear, Test & Measure.

I'm not talking about prospects understanding or choosing your offer. I'm talking about them even noticing it.

This video from Quirkology reminded me of how little actually gets seen.

I didn't catch it the first time I watched. Did you?

Hattip: Frank Roche, at KnowHR


6 Responses to "People Don't See, First Time Shown"
The video was great. How could I not notice any of those changes?! Good tie in with persistance and marketing.
geld lenen says:
Hmmm I did not get it the 1st time, neither the 2nd time. Come on, share the solution ;-) This is part of the New Uri Geller show here in Europe? :p
Geld -- Watch the whole video -- they explain it! Cheers -- Alan
does anyone knows if there is any other information about this subject in other languages?
Duvar Kagidi says:
est il availible en Francais, my English not good
Hi Yurtdisi, Hi Dugar -- Sadly this particular video and book seems to be English only. Alan

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