Why repetition is key in marketing according to the Baader-Meinhof Phenomenon
After you learn about something for the first time, you start to notice it everywhere. Suddenly a particular product starts to appear everywhere; a catchy commercial (that your friend insisted was the absolute funniest thing ever) told you about plays every 20 seconds (it was meh); everyone is telling you about their visit a particular store. This happens for two reasons: Selective Attention and Confirmation Bias. Selective attention is when your brain reacts to certain ideas, words, and things. After seeing these things, confirmation bias kicks in - where you interpret these sightings are proof that the thing is ubiquitous.
For small business owners & marketers, this is why repetition is key. Once someone learns about you, you want to make sure they start to see you everywhere. Let their selective attention and confirmation bias take over until they feel compelled to gain more information / visit your store / Google your product / (or ideally) purchase. Targeting using multiple platforms, sending personalized emails, using local messages via Cidewalk, and building a great referral program are all ways to capitalize on this.
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