Repeat Until Memorized


By Larry Galler


I remember, as a child, raptly watching a Saturday morning adventure TV show where the hero was captured by the “bad guys” who gave him the “Ancient Water Torture” in order to extract secret information. Seems our hero was tied down while an endless amount of water was dropped on his forehead, drop by drop, until he would capitulate and divulge the secrets. Of course, the hero managed to miraculously extract himself “just in the nick of time” and save the world as he did every Saturday morning.

Today the “Ancient Water Torture” is still in use. It is an effective technique employed by mass marketers. They drip, drip, drip the same information in the same “voice” over and over until we, as consumers, can never forget it. The technique works in all media. The critical element is repetition (drip), repetition (drip), and still more repetition (drip, drip, drip).

So maybe you don’t have a budget that makes it possible to purchase media for constant repetition or your marketplace is very small. If you only need to communicate with a miniscule universe of customers and prospects “Water Torture” is an effective technique for you also. In fact, every business can make use of this technique by having all communications repeating the same message constantly and congruently in logo, name, and tag line by using them in your business cards, letterhead, signage, envelopes, web site, on the sides of vehicles, apparel, memo pads, email signatures and everywhere else you can think of.

The goal, of course, is to have your targeted audience retain positive information about your company, products, and services at both the conscious and unconscious level. The amazing thing about “Water Torture” is that your message doesn’t necessarily have to be creative, funny, attractive, or meaningful. While it in the memory is easier if the message has those qualities, the key element is repetition – I’ll bet every reader knows telephone numbers of a number of constantly communicating firms just because they keep dripping it on your brain constantly.

Remember, repeat it until it is memorized, then repeat it some more.

Larry Galler coaches and consults with high-performance executives, professionals, and small businesses since 1993. He is the writer of the long-running (every Sunday since November 2001) business column, "Front Lines with Larry Galler".


More Resources

Unable to open RSS Feed $XMLfilename with error HTTP ERROR: 404, exiting

More Branding Information:

Related Articles

Picking The Design Company Which Is Right For You
So you've decided to go for it-you're ready to choose a design company to create your logo and other marketing materials. It seems easy enough.
Managing the Corporate Brand - a Reputation Perspective
Adored, respected and coveted by customers and organisations alike, corporate brands represent one of the most fascinating phenomena of the business environment in the 21st century. Their importance is unquestionable.
Blonds Have More Fun!
In the book, The Blond Knight of Germany, American authors Toliver and Constable detail the life of the greatest fighter pilot to ever fly, Germany's Erich Hartmann. During WWII, Hartmann recorded 352 confirmed in-flight victories.
Is Your Logo Helping or Hurting Your Business?
The quality of your logo can mean the difference between success or failure. It can be that simple!Trademarks and Logos make up the most international language in the world.
Adventures in Advertising and the Affect on the Brand Name
Studying various target-marketing techniques and here is a thought. We have been reviewing companies who cross over into many sectors to identify with their potential customers.
John Deere and NASCAR; Excellent Use of Brand
We should all recognize the marketing efforts of John Deere especially as we have spoken before with regards to their TOYS. They have a complete line of nearly every tractor or agricultural attachment they make available in small, micro size.
Time To Revamp Your Visual Identity?
Look at your company logo. Does it fade into the background against other images you use to promote your company? Has it become dated? Does it still fit with your company vision? Is your message connecting with the customers you want?Your visual identity is a vital tool in communicating the essence of your business.
Hummer is an Excellent Brand
What size is your Hummer? Hummers Come in All Sizes; Tiny, small, medium and large and of course the most popular of all; The Oh My God Size. They make matchbox size Hummers, Tonka Toy size and adult size.
Positioning and Branding - Brand Identity Guru
Where is your brand positioned in the marketplace? How is it perceived, both positively and negatively? Can you identify your brand's core strength's and equities? What are the barriers or threats standing in the way? A brand strategy company will provide you with an objective assessment of your brand.They can deliver specific solutions that will allow you to reach your strategic business goals and objectives, and clearly differentiate your brand and identity in the marketplace.
Why You? -- Professional Identity Branding
You can have first-rate products and services, but if you can't establish the need, communicate the benefits and differentiate yourself from the competition in ways that make people want to do business with you, you'll forever be selling up hill.As Robert Krumroy, Identity Branding, Inc.
How To Create A Brand That Sticks
Most people, when they hear the word branding, think logos - but in fact, branding is really much more than that. A brand involves blending the image, purpose, and focus of your business, with your core marketing message, and coming up with something which will stick in the minds of people who encounter it.
McDonalds Supply Chain of Potatoes
McDonald's buys its potatoes from corporate farmers in Idaho not the commodities market; therefore it limits its exposure to price gouging that might have occurred by using the commodity exchange to get those potatoes. Starbucks is doing the same thing, but instead of having partnerships and coffee beans, they are all of in-house.
Effective Public Relations Essential for Personal Branding
Move over pop star "Posh Spice" Adams and English soccer hero David Beckham, the personal branding power of newly engaged Australian celebrity sports couple Lleyton Hewitt and Rebecca Cartwright could be worth up to $100 million dollars.In terms of public relations and effective public relations, their media performance this week in both print and television proves they have the potential to become a truly global brand and rival Posh and Becks on the world stage.
The Positioning of Success
Many businesses of today areoften driven tocompetestriclty on price, quality, and features of their products and services. Companies who prosper over the long term don't simply offer the best deals, the best quality, or the most impressive bells and whistles.
I Hate My Logo! What You Should Get For Your Money and Why
This is not a how-to design a logo. This is a guide to educate you on how an experienced designer can help you through a project whose outcome you will need to live with for years.
Clouds Gather Before A Storm: Utilizing The Power Of Brand
How brand management can help utility organisations to create a 'difference'.Ever thought why are many consumers willing to pay more for a trusted name brand instead of a store brand, which often is the very same product with a different label and higher price tag? Reputation.
Simple Risk Reversal Formula Will Send Your Sales Into Space (1 of 2)
Make A Bold Promise Then Back It Up With An Awesome GuaranteeOnce you know what problem you, your service or your business can solve or what genuine benefit you can deliver then guarantee it!A bold promise backed up with an awesome guarantee:* Enables You To Significantly Raise Your Price* Gives You A Genuine Differentiator* Increases Sales and Commitment* Demonstrates Rock-Solid Certainty In Your Abilities - People Find This Confidence Very AttractiveIf you don't currently guarantee what you do then I bet it's down to one of these three things..
Branding: What Not to Do
Here's a little story about what not to do as you carve out a name for yourself in the world of internet business.Don't use a miscellaneous email account as your primary web contact address.
Corporate Internet Branding - Branding Your Business Online
Let me tell you a story about Pete and a pizza. After a long day of fighting uncooperative pipes and fixtures, Pete P.
Planning Ahead With Your Designer: Tips For Design Consistency With Your Logo And Brand Elements
While we recommend that you contract with the same designer or design team while creating your brand identity materials as possible, we know that this scenario is not always possible.Whenever you work with a designer other than the original who created your logo, stationery and marketing materials, we suggest a few practices that will prove invaluable for ensuring a consistent look and feel across all of your marketing communications.