A Lesson In Marketing Commitment


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 to 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 whether it amounts to anything

The tenth time, he will ask his neighbours if they have 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 can not 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 someone else to do so

– Thomas Smith (1885)

Commitment is key! Think about this passage every time you get a response that doesn’t meet your expectations!


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