If One Try Was Enough, Everyone Would Be Rich.
It's a strange premise but one that seems almost exclusive to the world of door drop advertising, the idea that doing something once should guarantee results and if it doesn't then it's no good. Reskin that argument anywhere else and it sounds ridiculous, "Played the lottery once, didn't win, never doing that again" or "Had a salad for lunch, not rocking a six pack yet, ditching this diet".
Repetition Increases Conversions by 33%. Here’s Why It Matters
We are so used to instant feedback in the digital age, a notification opens a page, an email redirects us, a leaflet however is a slow burn and we do not like the slow burn in a world of instant gratification. Visibility doesn't come from being seen once, the typical consumer needs 5-7 exposures to a brand before they remember it according to studies, these micro-impressions build this recall and increase your chance of conversion by roughly 33%.
‘Tried It Once, Didn’t Work’. Sound Familiar?
It is possible to see results off the back of your very first distribution of business leaflets but the facts and statistics heavily support and back up that repetition is the way to win clients, people build trust in recognition, a huge 73% of consumers said they are more likely to buy from a brand or business they recognise.
Trust Isn’t Built in a Day. And Neither Are Results
This all equates to trust, everything outlined builds towards trust, in a customers position are you likely to buy from a business after seeing something once? Especially if your offering has a large cost to it, resistance is amplified with price and the only way to overcome this is to create security with your audience.
Next time you hear the words "I did a leaflet distribution once" remember, that person probably did a leaflet distribution once.
