If the goal of marketing is to create sales, then your marketing must create positive perceptions about your center. So really, what people say or think about your business or product offering is the chasm that must be bridged before any new sales can occur!
Try this exercise. Present your new idea or product to a group of people, maybe to your employees. Then, afterwards, speak to each employee individually . You will be amazed at what they heard. It will probably be different from what you said. Sometimes, very different.
Unfortunately, people don’t listen well, especially to details. They hear what they want to hear. They interpret, what they heard, in a very different fashion from what you said. Just because they are “people” and that’s how they are wired.
All too often a proprietor will send out ONE direct mail piece or use the newspaper for ONE advertisement. Or run ONE week of electronic media (Radio or TV) only to conclude that the program didn’t work when in reality, it was the infrequency of message that brought the program to its knees.
When in doubt, speak to your audience as often as you can afford. Say it frequently and then say it again. More often than not, its the frequency of message, and NOT the product.
Moral of the story: You can never tell your prospect too often about your business, your product or your idea. Never.