A lot of people have this fantasy that investing in one stream of marketing is like striking gold. You find that one magical platform, channel, or gimmick, and suddenly the sales start rolling in. Yeah, it’s a nice thought, but it’s never that simple. Marketing is not a one-trick pony. People need reminders before they trust you with their hard-earned money.
So what is the 7 times 7 rule in marketing? The Rule of 7 is a strategic marketing principle emphasising that a consumer needs to be exposed to a brand’s message at least seven times across seven different channels before they make a purchasing decision. It’s about leveraging various marketing channels, each reinforcing the same core message but in unique ways.
What is the 7 times 7 rule in marketing?
The Rule of 7 is a classic marketing principle that suggests a potential customer needs to hear or see a message at least seven times before they take action to buy a product or service.
Simply put, consumers need to encounter a message seven times, in seven different ways, to truly internalise it. After all, our brains love patterns. Having multiple exposures to a particular message makes it stick to our memory for much longer.
However, seven different ways mean you’re not just shouting the exact same thing over and over again. You’re engaging, educating, inspiring, all through different channels, mediums, and subtleties.
Back to you
So how do you make this 7 times 7 rule work for you? Think of your marketing as a story told in seven chapters, each chapter a different medium. Here’s how you can make the Rule of 7 work for you in a digital marketing context:
- Introduction (Touchpoint 1): Users discover your blog post through a search or social media, offering valuable insights related to their interest or problem.
- Second Meeting (Touchpoint 2): They see an engaging video you’ve shared on social media, reinforcing your expertise.
- Getting Acquainted (Touchpoint 3): They receive a targeted ad offering a free eBook, showing you understand their needs.
- Building Trust (Touchpoint 4): They sign up for your newsletter and receive welcome content that resonates with their goals.
- Deeper Connection (Touchpoint 5): They attend a webinar or workshop you host, offering real solutions to their problems.
- The Personal Invitation (Touchpoint 6): They get a personalised email with an exclusive discount or offer, feeling valued and understood.
- The Handshake (Touchpoint 7): They see positive reviews and testimonials on your site or social media, solidifying trust and encouraging the decision to buy.
Each touchpoint is a step in a relationship. And by the time they reach the seventh touchpoint, they don’t just know your brand – they feel connected to it.
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