Your Success on Ads & Content Depends on Repetition and a Real Sales Cycle

If you sell anything above three, five, or six thousand dollars, you need to know your sales cycle. Most business owners never track this, and that is exactly why their marketing never works long enough to produce predictable results.

Your sales cycle is simply the amount of time it takes for someone who discovered you today to actually buy. And this becomes far more accurate when you look at cold traffic, not referrals. Referrals close fast because trust already exists. Cold traffic is the real test.

For example, let’s say someone sees your ad for the first time. That is touchpoint one. Now look at the next ten to twenty sales calls you’ve had. When did those people actually close? Some will buy on the first call. Some will take a week. Some will take a full month. Some might even take three to six months depending on the niche. Whatever that average number ends up being, that is your true sales cycle.

Once you know that number, it becomes your minimum testing period for any advertising strategy you try.

If your sales cycle is three months, you cannot test ads for thirty days and expect anything meaningful.

If your sales cycle is six months, which is normal in industries like real estate or funding, then you need to run campaigns for the full six months before you can even judge them.

That is where most people lose. They stop long before the people who discovered them are actually ready to buy.

And here is the painful part. The opportunity cost is enormous. Someone discovers you in month one. They are ready to buy in month four. But by the time they are ready, you stopped running ads two months ago. So the lead goes to your competitor who was still showing up.

This happens every single day in every niche.

That is why consistency is the foundation of both ads and content. For content, you need at least twelve months of consistent posting before the compounding effect kicks in. For ads, you need to run campaigns long enough to give people time to reach their decision point.

People test themselves to extinction. They try ads for thirty to sixty days. They post content for a month. They experiment with five hundred different things and quit before anything had time to work.

When all you actually need is consistency and repetition over time.

If you don’t have the data yet, that is fine. Nobody starts with data. You only get the data by doing the work. Every business had its first referral at one point. Every business had its first piece of cold traffic. Data always starts at zero.

There is a great example from a seminar (Advertisting in America by Roy H. Williams). Most jewelers try to advertise heavily in December, right before Christmas, thinking it will get them the biggest results. They saturate radio ads for four weeks and hope to catch people at buying time.

But the speaker in the seminar did something different. He told a jeweler who wanted radio ads that they were not going to do the December rush. They were going to advertise all year long and especially six to seven months before Christmas. Small budget, high repetition.

He wanted people hearing the message constantly, long before they were ready to buy. And when December arrived, their shop exploded. New customers walked in saying they had been hearing the ads for months. Meanwhile, the competitors who only advertised in December barely made a ripple because the trust was not built.

Repetition won.

It always wins.

This is the exact principle behind every marketing channel that works long term. People need time. People need repetition. People need reminders.

If you only show up for thirty days, nobody remembers you. If you show up for six to twelve months, everybody remembers you.

Commit to the full cycle. That is where predictable revenue is built.

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