Executive Report

What Is the Frequency Illusion, and How Can You Use it?

The frequency illusion, also known as the Baader-Meinhof phenomenon or the recency illusion, happens when you learn about something for the first time (for example, a song or a fashion trend), and suddenly start to see it everywhere.

You might see it so often that you start to wonder if there is some sort of conspiracy! Fortunately, even if this illusion might make you question your sanity, there is a simple explanation. The song or fashion trend has always been there–you just were not aware of it before. You only notice it once you know about it.

This frequency illusion is more than a spooky psychological phenomenon–it can also be part of your marketing strategy. Here’s how you can use it to your advantage.

  1. Create awareness by capturing attention.

You must first trigger the frequency illusion by making potential clients aware of your product in the first place. The best way to do this is to use strong headlines and vibrant images that command attention.

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  1. Use complementary marketing techniques.

The frequency illusion is most effective when you pair it with other psychological techniques.

Social proof can give your product more exposure and more impressions – Learn more about Social Proof. Try this with endorsements, user-generated content, and social-media sponsorships.

The information-gap theory is another useful effect. This theory suggests that people seek out information when they are curious and feel like they do not already know enough. Use this effect by publishing “teasers” on social media that direct your audience to learn more on your website.

  1. Repeat yourself.

Only repetition can put the “frequency” in the frequency illusion. This means you should use multiple marketing channels to promote your product and create numerous pieces of content that send a cohesive message. Use paid advertisements and retarget people who have already visited your website.

Use the frequency illusion in your marketing.

By using multiple, targeted channels and exposing your potential clients to your message more than once, you can use the frequency illusion to drive sales and revenue.

For more digital marketing strategies, contact CC&A Strategic Media today.

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