Getting to the Place Where Purchasing Decisions are made

1. The first time a man (or woman) looks at an advertisement, he (or she) does not see it.
2. The second time, he (or she) does not notice it.
3. The third time, he (or she) is conscious of its existence.
4. The fourth time, he (or she) faintly remembers having seen it before.
5. The fifth time, he (or she) reads it.
6. The sixth time, he (or she) turns up his nose at it.
7. The seventh time, he (or she) reads it through and says, "Oh brother!"
8. The eighth time, he (or she) says, "Here's that confounded thing again!"
9. The ninth time, he (or she) wonders if it amounts to anything.
10. The tenth time, he (or she) asks his neighbor if he (or she) has tried it.
11. The eleventh time, he (or she) wonders how the advertiser makes it pay.
12. The twelfth time, he (or she) thinks it must be a good thing.
13. The thirteenth time, he (or she) thinks perhaps it might be worth something.
14. The fourteenth time, he (or she) remembers wanting such a thing a long time.
15. The fifteenth time, he (or she) is tantalized because he cannot afford to buy it.
16. The sixteenth time, he (or she) thinks he will buy it some day.
17. The seventeenth time, he (or she) makes a memorandum to buy it.
18. The eighteenth time, he (or she) swears at his (or her) poverty.
19. The nineteenth time, he (or she) counts his (or her) money carefully.
20. The twentieth time he (or she) sees the ad, he (or she) buys what it is offering.

The list you've just read was written by Thomas Smith of London way back in l885.

How much of this is true today? All of it.

The single most important element of really excellent marketing is commitment to a focused plan and the coolness to hang in long enough to get into a prospect’s unconscious. It’s not easy but once you get in to the unconscious, you’ll find the place where most purchasing decisions are made.