I forget who said this, but it is an important idea.
If people don’t know you, they won’t call. To get them to call you, you have to have your message in front of them at the right time. That costs money – continually.
To get them to call you when they need you even if your message is not in front of them at that moment, they need to remember you from the last time you served them or the last time your message was in front of them.
This is what this idea is all about.
Are you MEMORABLE? Is your name, tag line, or advertising so memorable that people only need to see it a few times to remember it?
This takes some serious thought, creativity, editing, and testing. But when you get it right, you don’t have to do nearly as much advertising to get the same mindshare as you would otherwise.