Marketing P.A.I.N. is a step-by-step guide to more effective advertising. I’ve made reference to the P.A.I.N. acronym, and since this is the last post in the series, I’d best explain it.
1. Pinpoint your prospect’s specific pain to create a salient message.
2. Acknowledge your prospect’s buying mode for credibility.
3. Increase message frequency in the medium which best suits your message.
4. Note and track all outcomes.
In the first six parts of this series we increased the salience of your advertising by matching your message to your potential customer’s pain.
In part seven we persuaded her to act. We added a strong dose of credibility to your ads by acknowledging her pain mindset.
Today we’ll wrap up with the final two elements in the Marketing P.A.I.N. concept – matching the media (and determining how often to run your ad), and keeping records of your results.
One repetition of any message is seldom enough.
Have you ever helped a child to learn the multiplication tables? Then you already know rote memorization requires massive amounts of repetition.
You already had the child’s attention. How many repetitions would it take if you were trying to implant “three times four equals twelve” in the minds of casual bystanders?
Similarly, your message is more likely to persuade customers to call when at least half of the audience has been exposed to your ad three or more times (in a seven day period). You’ll see this referred to as an average frequency of “3.”
This doesn’t mean purchase three ads.
Different people use media differently. It takes a lot more than three ads for the average reader/viewer/listener to be exposed three (or more) times in a seven day period.
Most people don’t read every page of the newspaper. If your ad is in the Real Estate section, and they only read the Sports section, they miss it. No one can watch every television channel. If your ad is on the ABC six o’clock news, the person watching the M*A*S*H re-runs on Lifetime won’t see your ad. People see outdoor ads (billboards) as they drive at different times to different destinations. Your board at the corner of Main and Second will be missed by everyone who takes the bypass. And radio? Most people listen in their cars, while they drive at those different times to different destinations. Your 7:20 ad will not be heard by people who don’t get in their cars until 7:30.
Any message in any medium?
Mass media exists to communicate with large groups of people at one time. Though all media are capable of carrying any message, each excels in a different area.
And at each stage of pain one medium becomes more efficient and cost effective.
Your message position suggests the best medium to deliver that message. What follows is a guideline. Always do the math and keep track of the return on your investment.