So think back to plotting points on an (x, y) grid. You can drop a point anywhere, but that doesn't really tell you much. On the other hand, if you drop 2 points, now you've got a line. A line means direction, and if you have two points, you can calculate the formula that generated the line, which also allows you to then use those two points to predict exactly where that line will continue in each direction.

I apply this concept to numerous applications. With any sort of art, music or design, you create by making a decision and repeating it. A single note doesn't do much, but two notes create a melody. Because your eye perceives patterns, repeating a design element helps your brain encode that which the eye sees.

It also applies to advertising communications. I'm sure many of you have heard some adage about how people need to see your name/logo/message a certain number of times before they can recall it. I don't adhere to any specific number in this instance, but it's completely intuitive to us that if you put your message in front of people more often, you will get them thinking in the direction you want.

The goal is to create many points in the minds of your prospects so that they create a line that leads directly to your company. One way to do this is by simply repeating the same activity consistently, such as repeated mailings or e-mail campaigns. Another approach is to combine several activities into a simple but unified campaign that connects with your audience from multiple directions in a short period of time.