I’ve read this numerous times over the years. It’s as true today as when it was written 120 years ago.
Hints to Intending Advertisers
By Thomas Smith, London, 1885
* The first time a man looks at an advertisement, he does not see it.
* The second time, he does not notice it.
* The third time, he is conscious of its existence.
* The fourth time, he faintly remembers having seen it before.
* The fifth time, he reads it.
* The sixth time, he turns up his nose at it.
* The seventh time, he reads it through and says, ‘Oh bother.’
* The eighth time, he says, ‘Here’s that confounded thing again.’
* The ninth time, he wonders if it amounts to anything.
* The tenth time, he thinks he will ask his neighbor if he has tried it.
* The eleventh time, he wonders how the advertiser makes it pay.
* The twelfth time, he thinks perhaps it may be worth something.
* The thirteenth time, he thinks it must be a good thing.
* The fourteenth time, he remembers that he has wanted such a thing for a long time.
* The fifteenth time, he thinks he will buy it some day.