1st Time Commercial Airs:

• The prospect sees your ad; the prospect pays absolutely no attention to it. At least they see it. They’ll miss it two out of every three times.

 2nd Time:

• The prospect sees your ad; It is still a non-event for the prospect who really doesn’t notice you.

 3rd Time:

• The prospect sees your ad; they know they have seen your ad before somewhere, sometime, and because they’ve noticed you, they know you’re not a fly by night operation.

 4th Time:

• The prospect sees your ad; they begin thinking you are successful. Why? They know only successful businesses repeat their marketing.

 5th Time:

• The prospect sees your ad; they decide to find out what you’re all about. Maybe watching your commercial intently, perhaps phoning for additional information.

 6th Time:

• The prospect sees your ad; you’re going nuts because you aren’t seeing a parade of prospects coming through the door.

 7th Time:

• The prospect sees your ad; your hottest prospects are beginning to place the details of their purchase. Such as who must they check with, where they get the money, and how they will work the new product into their home or personal lives. 

 8th Time:

• The prospect sees your ad and is planning the exact date they will visit you, with the purpose of buying. Maybe they’ll call to set an appointment or maybe they’ll just stop by. 

 9th Time

• The prospect actually makes a purchase, often with little sales resistance because the time you have taken for the prospect to notice your marketing has earned their trust.

Source: Jay Conrad Levinson’s book Guerrilla Marketing Excellence

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