Overcoming 21/52 Objections

• The best bang for the advertisers buck is by branding their business. Branding takes years, not days, not 13 weeks, not 26 weeks. Present 21/52s as normal, this is what it takes to be really successful.

• Say, “My clients all said the same thing, but now they won’t stop. They realized 21/52s get them the best results.”

• It takes years. You need a minimum frequency of 3 each week to start earning real estate in the minds of consumers.

• Don’t play their budget director. Many advertisers will not give you a total picture of their budget. They might only give your their radio budget for example.

• Don’t argue over if our system works. It does, if they have a problem with 21/52s they can argue with Roy Williams, Jack Trout, Chuck Mefford. The system works in every market it’s tried.

• Use an example, Would you stop taking your blood pressure medicine after 13 weeks? Doubtful, they don’t wake up during week 14 and say, it’s too expensive I quit! They keep taking their medicine because they know it regulates their blood pressure.

​Other reasons for branding:

• People Move: The Department of Commerce says 20% of people move yearly. You have people moving into the market who don’t know you.

• People Forget: We’re bombarded daily by 2,700 ads / day! How do you expect to win mental real estate with consumers if you stop advertising after 13 weeks, after 6 months? It takes time to build your brand.

• People don’t make buying decisions quickly: Remember the buying funnel. There is only a very small percentage of people in your market who are ready to buy this month. Why would you focus only on that small percentage when 97% of your market will buy in the next year and beyond?

• Your competition most likely isn’t focusing on branding. They focus on each sale to bring their month in.