Identity, Part 3 of 3: Say It Often (The Wall Drug Strategy)

Wall Drug draws 20,000 visitors a day to a town of 800 purely on ~80 different billboards over 50 miles — the ultimate proof that 'say it often' (frequency) is the step contractors neglect most.

Winning by forfeit: most competitors pull ads the moment they don't work instantly, so the contractor still standing when the prospect finally needs them wins by default.

Consistency credit: seeing your ad over and over builds subconscious trust ('they must be doing something right, you don't advertise if you're going out of business') that no single ad can buy.

Accelerated discontentment: prospects sit at zero on a bliss-to-'I've had it' scale, but constant identity-based advertising keeps their discontentment floor from dropping back to zero so incidents (a storm, a stain) hit harder and they reach the buying point far sooner.

Don't stop short: the fatal mistake is pulling ads after two or three months right before they work, handing the almost-ready prospect to whoever is still showing up — Nike doubled down (Air Jordans) instead of cutting when Reebok passed them.

Three channels to 'wall drug' your market: Facebook/social for targeted paid reach (still ~70% of adults), TV and OTT for prestige and a credibility signal, running the same identity messaging across both for multiple weekly touch points.

The 'chipper shredder': turn one 15-20 minute cornerstone video into 44+ pieces of content (reels, tension posts, long-form posts, a blog, static images, carousels, tweets, a tweet storm, emails) — one idea explored 44 ways, not spammed 44 times.