The Rule of 7 in Marketing: Why Consistency Trumps Perfection
- Sophia Brading
- Apr 2
- 3 min read
Capturing and maintaining your audience's attention is more challenging than ever. One enduring principle continues to guide successful marketing strategies: The Rule of 7.
What Is the Rule of 7?
Did you know that potential customers need to see your business an average of 7 TIMES before they decide to buy?
This concept, often called the "Marketing Rule of 7," traces back to the 1930s movie industry studies and was later popularised by Dr. Jeffrey Lant's "Rule of 7" in the 1990s.
More recent research from Salesforce confirms this principle is still relevant, showing that it takes 6-8 touches to generate a viable sales lead.
But why seven?
Is there something magical about this number?
The Psychology Behind the Rule of 7
The Rule of 7 aligns with how our brains process information and build trust.
Here's what happens during this journey:
1. First Few Exposures: Breaking Through the Noise
Exposure 1-2: Your prospect barely notices you in a sea of marketing messages
The average person encounters between 4,000-10,000 ads daily
Your initial touchpoints simply help you exist in their awareness
2. Middle Exposures: Building Recognition
Exposure 3-5: They start recognising your brand and paying attention
Familiarity begins to develop
The prospect may start connecting your brand with specific solutions or benefits
3. Final Exposures: Establishing Trust
Exposure 6-7+: They build enough trust and familiarity to take action
The prospect has seen enough consistency to believe your brand is legitimate
They've gathered sufficient information to make an informed decision
Why Consistency Matters More Than Perfection
Many businesses fall into the trap of creating the "perfect" marketing piece, expecting immediate results. However, this is why consistency matters more than perfection. One brilliant ad won't convert as effectively as seven good touch points across different channels.
Consider these statistics:
80% of sales require at least 5 follow-up calls after a meeting
44% of salespeople give up after just 1 follow-up
Only 2% of sales occur on the first contact
Practical Applications of the Rule of 7
Creating multiple touchpoints doesn't mean bombarding potential customers with the same message.
Here's how to effectively implement the Rule of 7:
1. Diversify Your Channels
Different people consume content differently.
Use a mix of:
Social media content
Email marketing
Blog articles
Paid advertising
Video content
Podcasts or audio content
Direct mail
In-person events
2. Vary Your Content Types
Educational: Teach them something valuable
Testimonial: Show proof from satisfied customers
Problem-solving: Address specific pain points
Entertaining: Engage them through storytelling
Promotional: Present offers at the right time
3. Create a Strategic Sequence
Awareness: Introduce your brand and value proposition
Interest: Share relevant content addressing their needs
Consideration: Provide deeper insights and comparisons
Intent: Offer solutions with clear benefits
Decision: Present compelling offers with clear next steps
The Mistake Most Businesses Make
Remember: Most businesses give up too soon.
The fortune is in the follow-up and being consistent!
By maintaining consistent, valuable touchpoints, you can succeed where competitors have given up.
Implementing Your Rule of 7 Strategy
Map out your customer journey: Understand where and how potential customers might encounter your brand
Create a content calendar: Plan consistent touch points across multiple channels
Mix automation with personalization: Use tools to maintain consistency while adding personal touches when possible
Track engagement across touchpoints: Monitor which combinations of touchpoints lead to conversions
Optimise based on data: Refine your approach as you learn what resonates with your audience
The Rule of 7 isn't just an old marketing adage—it's a reflection of human psychology and decision-making processes. In our information-saturated world, the need for multiple, consistent touchpoints has only increased.
By embracing this principle and focusing on consistency over perfection, you position your business to build the trust and familiarity needed for customers to choose you when they're ready to buy.
What's your experience with the Rule of 7? Has it proven true in your business? Share your thoughts and experiences in the comments below!
Want to improve your marketing strategy? Contact us today to discover how we can help you implement a consistent, effective approach that turns prospects into loyal customers.
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