"WHERE EVERYONE KNOWS YOUR NAME" by David Margolis, President, Syndicated Ad Features

With the acknowledgment that this week's headline owes its widespread familiarity to the long-running hit sitcom Cheers, we evoke the well-known phrase to underscore the importance of frequently advertising. As has been said many times, frequent advertising builds familiarity which leads to trust. When prospective clients, patients, or consumers lay their eyes on an advertiser's face and words in the local newspaper, week after week, it tends to build the kind of rapport that neighbors create when they repeatedly bump into one another in their locality. 

Not only do readers begin to feel as though they know you, they look forward to seeing your face and hearing what you have to say. At that point, a successful advertising strategy built on consistency and frequency begins to pay dividends. After all, who would you do business with or seek personal service from - a randomly selected stranger or a trusted and respected friend?