Dear Marketers,

My name is Data Goddess and I have a marketing mantra to help increase your response on your campaigns. Today my topic is the law of familiarity. I am a creature of habit, and I am certain many of your prospective clients and current clientele are too.

In order to become the brand or the recognized source to the consumer, it is essential to be known to your target audience. People cannot buy what they do not know. The more you expose your audience to your brand, the more likely someone will become inclined to recognize and create a surge of action. That surge of action can be increased purchasing behavior, preferring or favoring the product or even referring the product or service to family or friends.

Frequency and consistency in marketing to the audience is essential. Frequency leads to conditioning which creates familiarity. Your mail piece or advertisement message needs to be consistent so that the marketing impressions build and create greater awareness.

Once we become conditioned to a brand through marketing and socialization in our environment, we are more likely to continually respond to the ad. This means higher return on investment toward your marketing campaigns!

Ever notice how you often purchase the same product, call the same handful of vendors or shop at your favorite and reliable stores? This is called conditioning.

Your goal is to ultimately find a few marketing systems that work. Your marketing should allow you to communicate with the right targeted customers, utilize the ideal media channel, elicit a consistent and frequent message, and provide an effective offer. Combining these elements will increase your chance on receiving new prospective clients and an incremental business from current customers.