Direct Mail Promotion

 Here is some copy from a classic business-to-business print ad from the late 1950s

An imposing looking executive sits in his chair with a scowl on his face. His hands are folded together in front of him, and his elbows rest on the chair. To his right run these eight lines of copy:

I don't know who you are.
I don't know your company.
I don't know your company's product.
I don't know what your company stands for.
I don't know your company's customers.
I don't know your company's record.
I don't know your company's reputation.

(Across the bottom, this single line of copy drives home the selling proposition)
Now -- what was it you wanted to sell me? Sales Start Before Your Salesman Calls

Salesmanship And Repetition
Anyone who has built the sales in a company knows gaining worthwhile new business takes a repeated and concerted effort and lots of contact with the decision-maker. This is all the more true with salesmanship in print (or across the airwaves, phone lines and other forms of modern communication).

Repetition is fundamental to the success of any advertising program. The marketplace proves out this fact, as does scientific research. Several years ago, a group of researchers at Harvard University was asked, "How many times must prospects see a marketing message to take them from a state of total apathy to purchasing readiness?" After a year-long study, the researchers responded with a definitive answer: Nine times.