Why Consistent Advertising Beats Everything:
The Science, The Data, and Why MyZipAds Works
TABLE OF CONTENTS
Why Consistent Advertising Works
The Science, The Studies, and Why MyZipAds Is Built on Proven Principles
Repetition & Visibility
​
Marketing has one core rule:
Visibility = survival.
Repetition = dominance.
Consistency = market share.
The businesses people remember are the ones they see often.
This is why:
• Empire Carpet’s number is still burned into everyone’s memory
• McDonald’s advertises daily even though everyone knows who they are
• Coca-Cola never stops spending, even with 100% awareness
Across every study and industry, the conclusion is the same:
People buy what’s familiar.
And familiarity only comes from repetition.
Why Most Direct Mail Fails
Direct mail does NOT fail because “mail doesn’t work.”
It fails because:
• Most mailers arrive inside envelopes
• Most mailers require opening or flipping through
• Homeowners throw the entire thing out sealed
• The ad never gets seen
• Zero visibility → zero chance
This is the “Opening Problem.”
And it’s why envelope books and coupon magazines die on arrival.
If it must be opened, it won’t be seen.
And if it’s not seen, it never existed.
Why Postcards Outperform Everything
Postcards solve every failure of traditional direct mail:
• No envelope
• No flipping pages
• No friction
• Instant visibility
• Even the throw-away moment counts
Worst case?
They toss it — but they still saw your name.
That is free brand building.
This is why postcards consistently outperform envelopes, magazines, and inserts in nearly every study.
And oversized postcards (like MyZipAds) have the highest visibility of all.
Why Monthly Advertising Beats
One-Off Ads
This is the part 99% of small businesses get wrong.
Advertising works only when it’s:
Repeated, consistent, and predictable.
One-off ads fail because:
• Attention fades fast
• People forget quickly
• Most consumers need 6–20 touchpoints before buying
Two or three mailers bring in temporary business.
But when you stop, memory resets and you start from zero again.
This is why businesses say:
“Advertising doesn’t work.”
when the real problem is:
They didn’t repeat it long enough for it to work.
MyZipAds solves this by making repetition affordable.
Social + Mail Reinforcement
The most effective marketing is multi-channel.
When a homeowner:
-
Sees you in their mailbox
-
Sees you on their phone
-
Sees you again via USPS Informed Delivery preview
The combined effect is massive.
It builds:
• Trust
• Familiarity
• Recognition
• Recall
• Response
This is why MyZipAds includes free social media videos, interviews, business spotlights, and monthly offer highlights.
It’s not “mail vs. online.”
It’s mail + online working together, which creates multiplication instead of addition.
The Studies
​
​
​
📌 Nielsen — Why Repetition Is Required for Results
Brands need multiple exposures (6–20 touchpoints) before consumers take action.
​
https://www.nielsen.com/insights/
​
​
​
📌 USPS Informed Delivery — Multi-Touch Boosts Engagement
Digital + physical preview dramatically increases brand recall and interaction.
​
https://www.usps.com/business/informed-delivery.htm
​
​
​
📌 Mere Exposure Effect — Psychology Study (PMC)
The brain trusts and prefers what it sees repeatedly — even briefly.
​
https://pmc.ncbi.nlm.nih.gov/articles/PMC6134073/
​
​
​
📌 Neuroscience Behind Direct Mail — PILMMA
Physical mail activates emotional processing areas of the brain more strongly than digital.
​
https://www.pilmma.org/blog/the-neuroscience-behind-direct-mail-campaigns/
​
​
​
📌 Nielsen Annual Marketing Report (Postalytics Summary)
Consumers trust traditional media more than digital — top performer: direct mail.
​
http://postalytics.com/blog/2025-nielsen-annual-marketing-report/
​
​
​
📌 Multi-Channel Marketing ROI — ROI Amplified
Brands combining mail + digital see up to 300% higher ROI.
​
https://roiamplified.com/insights/integrating-multiple-marketing-channels-effectively/
​
​
​
​
📌 Journal of Advertising Research: Cross-Media Advertising Synergy
​
https://www.journalofadvertisingresearch.com/content/54/4/392