Always Dominate an Advertising Medium

Never make the mistake of doing two things half-heartedly when you can do one thing well. Don't dilute. Use full strength. 

If you cannot dominate all radio, dominate a single station. If you cannot dominate a whole situation, dominate a single day-part on that station.

If you cannot dominate all television, then dominate a single hour of the day. If you cannot dominate an hour, dominate a single TV show. Then when your business has grown, dominate a second and a third.

Never say, “We’ve already reached these people, now we need to reach some new ones.”

Sleep is the great eraser of the mind.

Sleep obliterates advertising.

So people don’t stay reached anymore than the lawn stays mowed.

The key to media dominance and successful advertising is relentless repetition.

Original concept by Roy H. Williams, The Wizard of Ads
Adapted by Craig Arthur, Wizard of Ads Australia