Here are the thoughts that might go through a consumer’s mind after hearing your message ten times over a period of months (with consistent promotion):

Exposure:     Reaction

First:            “So what!”

Second:       "What’s in it for me?”

Third:          "That’s interesting.”

Fourth:       “What was that title again?”

Fifth:           “I think I’ve heard of that book before.”

Sixth:          “I think I’ve heard of that author before.”

Seventh:     “My friend mentioned that book yesterday.”

Eighth:       “My friend read it and thought it was good.”

Ninth:         “I’ll look for it when I’m at the book store.”

Tenth:         “I’ll go online to buy it now.”