Wouldn't it be nice if you could send out a single marketing message and get potential customers to buy from you?
Unfortunately, marketing doesn't quite work like that.
The Rule of 7
The Rule of 7 is not new. It's one of the oldest concepts in marketing. Stated simply, it says that your prospects need to see or hear your offer at least 7 times before they will take action or purchase what you're selling.
Of course, the number 7 is not set in stone. It's just an average. The exact number is not important. The take-home message is that marketing is an on-going process. You can't just make a sales pitch once and watch the sales roll in. It's been said often enough but it's true: Marketing is a marathon, not a sprint.
So why do your prospects need to see or hear you 7 times?
1. They can't hear you... yet
Your marketing message is likely to be one amongst hundreds your prospects will see or hear. Initially it will just be part of the noise. For your message to rise above the noise and get noticed by your prospects, they need to have seen it a few times for it to register.
2. They don't need you... yet
Often your prospects don't need what you have to offer, yet. For them to remember you when they do need you, they need to have made a mental note of you for future reference. This can only happen if they've seen your marketing message multiple times.
3. They can't afford you... yet
Some of your prospects may need what you have to offer, but feel that they can't afford you, yet. However, the time will come when they can afford you, and you want to be at the top of their mind when that day comes. So make sure your offer is not just a one-off. Instead, you want to send it out regularly in different forms to make a lasting impression.
4. It's not the right time... yet
OK, so they need your offer and they can afford it, but perhaps it's just not the right time yet. By showing up in front of your prospects regularly, you're making sure that they don't forget you when the time is right.
5. They don't trust you... yet
Very few people will buy from you the first time they come across you, especially if your products or services require a substantial investment. Through consistent marketing, your prospects will come to know, like and trust you. Once they trust you, and as long as your products and services offer genuine value, they will be ready to buy from you.
What does this all mean?
The bottom line is, you can't just reach out to your prospects once and forget about it.
In my next post, I'll talk about what you can do to reach out to them as many times as possible, so that you can leverage the Rule of 7 to your advantage. Stay tuned!