The Timeless Principles of Successful Advertising

By
Education & Training with Road to Wealth, Inc.
Guide to Successful Advertising I recently came across a guide written by Thomas Smith, a successful London businessman. He wrote these advertising points in 1885 in his book, "Guide to Successful Advertising." It's really incredible how his observations transcend time ... they still hold true TODAY!

Take a look at what Thomas Smith has to say ...

The first time a man looks at an ad, he doesn’t see it.
The second time, he doesn’t notice it.
The third time, he is conscious of its existence.
The fourth time, he faintly remembers having seen it.
The fifth time, he reads the ad.
The sixth time, he turns up his nose at it.
The seventh time, he reads it through and says, "Oh brother!"
The eighth time, he says, "Here's that confounded thing again!"
The ninth time, he wonders if it amounts to anything.
The tenth time, he will ask his neighbor if he has tried it.
The eleventh time, he wonders how the advertiser makes it pay.
The twelfth time, he thinks it must be a good thing.
The thirteenth time, he thinks it might be worth something.
The fourteenth time, he remembers that he wanted such a thing for a long time.
The fifteenth time, he is tantalized because he cannot afford to buy it.
The sixteenth time, he thinks he will buy it someday.
The seventeenth time, he makes a memorandum of it.
The eighteenth time, he swears at his poverty.
The nineteenth time, he counts his money carefully.
The twentieth time he sees the ad, he buys the article or instructs his wife to do so.

If you think this idea is outdated, think again. The idea that FREQUENCY is essential to your marketing success is still relevant - even though this book was written 125 years ago!

It really is a POWERFUL message. Although neither George nor I ever read his book (only because we didn't know it existed), we always followed these principles ... we kept our name in front of our prospects on a regular and frequent basis. We made sure our farm areas as well as our client/prospect list heard from us every single week. And it paid off - big time.

What has changed from 1885 is the MEDIA you use. In this market you may not have the funds to market yourself using radio, TV, large newspaper ads, etc. in order to get your message in front of someone 20 times. Instead, learn how to use the Internet to reach your target market and get their permission to contact them - FREQUENTLY.

So, if you need fresh content to send to your direct mail and/or email lists - and not have to do a ton of work - check out our "Super Articles For Real Estate Professionals." It's a downloadable file along with awesome bonuses. Save 50% off the regular price with our Introductory Special - but it's not going to be around forever. The 50% discount is going to go away in a few days. All the articles are in Word - QUICK and EASY to add your own personal information. The best part is YOU don't have to wrack your brain trying to figure out WHAT to write about. Grab your package 24/7 at ...

Super Articles for Real Estate Professionals

Arlene Paukert
"Mrs. Real Estate"

Road to Wealth Inc.
Phone: 561-883-2222
E-Mail: Mrs. Real Estate


P.S. If you haven't already done so, sign up for our FREE 7-day training e-course for Realtors ... Whether you are a" rookie" or a seasoned professional you'll find ideas you can use. Sign up at MrRealEst8.com



Comments (18)

Fernando Herboso - Associate Broker MD, & VA
Maxus Realty Group of Samson Properties - Clarksburg, MD
301-246-0001 Serving Maryland, DC and Northern VA

Interesting. . .I can't imagine any advert medium today that will capture attention is such a way.

We are bombarded by advertisements every single day 

Mar 03, 2010 09:11 PM
Barbara Michaluk
Weichert Realtors | Silver Spring, MD Phone Direct 240-506-2434 - Silver Spring, MD
Leisure World Specialist / Full Service REALTOR

George and Arlene, This is so true that consistency is the key to advertising. And at this time, where someone chooses to advertise and in how many places has a great contribution to success.

Mar 03, 2010 09:23 PM
Coldwell Banker Cutting Edge
Coldwell Banker Cutting Edge - Grants Pass, OR
"Your Proactive, Trusted Real Estate Advisor"

Interesting way of looking at things this post definitely got my wheels turning.

Mar 03, 2010 09:44 PM
Patricia Kennedy
RLAH Real Estate - Washington, DC
Home in the Capital

George and Arlene, to paraphrase some centuries old piece of wisdom, things change and they don't!  This will make many of us scratch our heads!

Mar 03, 2010 10:15 PM
Norma J. Elkins
Elite Realty Group - Morristown, TN
Realtor - Elkins Home Selling Team

Some things never change --- great post - thanks for sharing!

Mar 03, 2010 10:20 PM
Pam Turner, REALTOR®, e-PRO®, SFR
Century 21 Belk Realtors Dalton GA - Dalton, GA

I guess the principles never change, just the format we present them in.

Mar 03, 2010 10:44 PM
Don MacLean
New England Real Estate Center Inc. - Easton, MA
Realtor-Homes for Sale- Easton, Mass 02356

125 years or today the principles seem to be the same.

 Being constantly in front of the consumer will eventually pay off.

Enjoy your day 

Mar 03, 2010 11:21 PM
Matthew Naumann
Exit Realty Charleston Group - Goose Creek, SC
Goose Creek, SC Real Estate Agent

Great Post.  It is amazing how some principles are sound and true.

Thanks for sharing,

Matt Naumann

Mar 03, 2010 11:59 PM
William James Walton Sr.
WEICHERT, REALTORS® - Briotti Group - Waterbury, CT
Greater Waterbury Real Estate

Arlene,

This was a great reminder for us to keep at reaching out to our prospects on a consistent basis.

It's good to know that these principles transcend the medium used to reach consumers, which means that it can be used even in today's hectic world.

Mar 04, 2010 12:05 AM
Connie Hall
All Brokers Real Estate - Portland, OR

And to think back then what an ordeal it would have been to put something in front of someone 25 times. Now, we have so many ways to reach people we can reach them 25 times in 3 days.

Mar 04, 2010 01:55 AM
Jill Schmidt
Aurora, CO

Is there any research  on the timing between these "touches"?   I had to laugh at the "or instructs his wife to buy it".... 

Mar 04, 2010 02:04 AM
Tom Boos
Sine & Monaghan Realtors, Real Living - Grosse Pointe Farms, MI
Providing the very best of service to Sellers and

I agree that persistence in advertising is key to it's successfullness.  However, print media is becoming less and less effective for real estate as most people turn to the internet for real estate information.

Mar 04, 2010 02:05 AM
Mark Hall
Realty One Group Cascadia - Vancouver, WA
Homes for Sale Vancouver Washington

Repetition is the name of the game and the best way to get it in the world of the internet is to fill as many of the top 10 spots on Google as possible. Then, when the man instructs his wife to "Google it," she will find us too!

Mar 07, 2010 10:32 AM
Tom Bailey
Margaret Rudd & Associates Inc. - Oak Island, NC

Repetition is the name of the game. I only have one problem with my advertising, I know fifty cents of every dollar I spend is wasted I just don't know which fifty cents it is.

Mar 07, 2010 03:11 PM
George & Arlene Paukert
Road to Wealth, Inc. - West Palm Beach, FL

Hi All,

Thanks for the great comments. 

Yes, the Internet allows you to keep contacting your clients and prospects frequently and practically for FREE.   You just have to make sure you have good, interesting content for them.  You don't have to orient your mailing just to real estate statistics, either. 

When George and I first began our real estate career, we used to write our OWN newsletter - we didn't use the pre-printed ones the other agents in our office (as well as other offices) used.  Ours was done very simply - using clip art (the kind you had to CUT out) and typed on our Word Processor.  (Yes, this was before the days of great computer programs like Word, etc.)  I guess I'm showing my age. ;-)  What kind of content?  We had Cook's Corner - with George's own recipes, we had a section for sprucing up the house, etc.  Of course, we included relevant real estate information and stats and even current events.

Anyway, the point is those newsletters got attention because they were UNIQUE  - and we took a ton of listings because of it.  Then we also sent out Just Listed and Sold card to our farm areas.  How often?  Our clients, prospects, and farm areas heard from us EVERY SINGLE WEEK!  And that's how George became "King" in all of our farms.  Give it a try, it works.  And be sure to TRACK your advertising - if you don't you're wasting a lot of time and money.

OK, ready for the blatant ad?  If you need content to fill up a newsletter or autoresponder series, I put a downloadable product together just for agents - Super Articles for Real Estate Professionals - 193 articles you can use and easily personalize.  It's not expensive - and I have it at 50% off right now.  If you're interested, you can head on over to the website and get details:  www.roadtowealth.com/superarticles.htm

 

 

Mar 09, 2010 04:08 AM
Rebecca Levinson, Real Estate Marketing and Online Advertising Consultant
Real Skillz-Clear Marketing for Your Real Estate Vision - Lake Geneva, WI

George and Arlene,

I like your tie to classic old marketing- repetition....we might also call that branding.  Nicely done with a relevant tie into online marketing so....

"This post is featured in the E-Pro Internet Marketing Group"

Mar 09, 2010 03:32 PM
George & Arlene Paukert
Road to Wealth, Inc. - West Palm Beach, FL

Rebecca, I guess it's the old saying - "The more things change the more they remain the same."  Sometimes it makes more sense to pay attention to the past for strategies that work rather than trying to invent something new that might or might not work.

 

Mar 10, 2010 03:46 AM
Olga Vasquez
Park Regency - Granada Hills, CA
Olgasells

This is a good post, thank you for your tips.

Oct 09, 2013 03:32 PM