When I opened up my store selling used pianos, business was steady. But when I started selling new pianos, I needed some help. So I hire a professional marketing team. The first thing they told me about was the 7 touch rule. Basically the seven touch rules means this. A consumer needs to see your name at least 7 times before he or she will remember it. This is what I talked about with the classified advertising. The same rule applies with Yellow Page advertising, ads in symphony programs, or ads on the radio. Unless you do it repeatedly, it is not going to be effective. If you are going to spend money on advertising, you might as well do it right, or don't do it at all. Spend the extra money to run the ad for a week or more in a daily paper, or for several months in a weekly journal. Anything less than that will be money down the drain. Willem Blees RPT St. Louis
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