When a 500 pound sumo wrestler charges at you, it’s a clear example of the power of momentum. Instead of clashing with the Japanese titan head-on, one way to overcome such a force is to add to it. Give the guy a little push from the back and he’s likely to fly off the mat.
It’s difficult to stop momentum, particularly when it grows bigger and bigger. This is true in life and marketing.
Marketing has momentum, every effort (if applied in the right direction) multiplies earlier efforts. It’s been estimated that it takes the average person seeing an infomercial 7 times before they’ll pick up the phone and order something.
Marketing success takes multiple contacts with a consistent message.