Even for those who spend a lot of time or effort in marketing either forget this or are unaware of this point.
It often takes a number of times to get through to your prospects. You may need to contact your market repeatedly to get them thinking that they should contact you with an enquiry.
An example of this, is when I was still at school my father had a business providing educational services. To get more students he would advertise in his local paper. What he found was that he only got inquiries after the third consecutive day of advertising and none of the people, when asked, had noticed the earlier two advertisements.
Obviously the content of the promotion plays a roll, but it’s the number of times a person sees the same promotion which has a very definite affect. This affect will vary depending on the medium used, your product or service and of course how it is communicated in your promotion (the copy).