Repetition, Repetition, and Repetition

This weekend I spent two days skiing in Steamboat Springs, Colorado.

The snow was amazing and watching the sunset over the mountains is one of my favorite pastimes. It helps clear the mind.

On the way up to the mountains, we drove through Cameron pass.

Driving through Cameron pass, you’ll notice signs for a local retail store called F.M. Light and Sons. This store literally has billboards every couple miles.

These billboards aren’t impressive from a marketing standpoint. They barely even tell you what the store offers. But they are all yellow with big, bold, black lettering.

There are probably a dozen of them along the drive. You literally can’t drive the pass without seeing them.

Last time I was in town, I stopped just to see what the store sold. Turns out they specialize in high-quality western outfits, including $200+ cowboy hats.

I’m not exactly in the target market. But I had to at least check out the store.

This weekend one of our crew decided not to ski. When we got back, he mentioned in passing, “While you were out, I checked out that F.M. Light and Sons. I always see their signs on the drive up and had never been there.”

So he went and checked out the store.

All because of repetition.

In his book Win Bigly, Scott Adams states boldly: Repetition is Persuasion.

The same message given over and over is persuasive.

In a world full of noise, sometimes just being consistently present is enough to stay top of mind.

This is why we use retargeting at Analytive. We barely even look at the metrics from our retargeting campaigns. We spend just a few dollars every month and get thousands of impressions.

We know that over time, those impressions will pay off.

Don’t get me wrong, I’m all for analytics. I’m all for conversion tracking.

But we’re playing a very long game with retargeting.

Repetition is persuasion.

Also, repetition is persuasion.

Oh, and don’t forget, repetition is persuasion.

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