The Rule of Seven (7)
Updated: Apr 24, 2019
In marketing there is a rule of seven. It states that a prospect needs to see or hear your marketing message at least seven times before they take action and buy from you. Several studies have been conducted to come to this conclusion.
Let’s Get Started (What will you learn?):
What is the rule of seven (7)?
What impact does the rule have on your business?
What do you need to do now that you know about the rule of seven (7)?
You just sent out that advertisement for your new clothing line. Now all that is left to do is wait for the customers to start coming to your website or store to buy your new merchandise. Well that's not exactly how it works according to the rule of seven. You may need to send out several more advertisements. Make sure when you plan your advertising budget you account for having to distribute several advertisements. Don't make the mistake of spending all your advertising budget on a single advertisement.
You meet up with your friend. She tells you that she's been busy. A couple of days ago she just took new head-shot photos for her website. Meanwhile you are thinking, hey...I am a photographer why didn't you hire me for the job. Well there could be a lot of different reasons as to why she made the decision to hire someone else. One reason could be that you haven't spent enough time interacting with your friend. As a result you didn't come to mind when she needed photos taken.
When you attend networking events do you show up every once in a while or do you show up regularly to the networking events? Suppose there is a boutique owner that regularly attends the networking events and for some reason his regular model is unavailable and he now needs a model for his next shoot. Do you think he'd hire the four models that he's seen only once or twice or the model that he's seen and spoken to several times? Who would you hire?
Keep in mind that customers don't act when you want them to. They take action and make a purchase when its convenient for them to do so. What you need to do is simply get in front of them several times so that when they need your product or service they think of you and will contact you. It may take a potential customer days, weeks, or years to make a purchase; or they may never make a purchase. Don't give up to soon if you don't hear a response right away. Perhaps you need to send a follow-up email or courtesy call to get in front of your potential customer. That being said there's also a point where you need to say that you've done all you can do and go in search of other potential customers and utilize other marketing strategies.
Plan out, how and where you will advertise. Consider how much money you have available to spend on advertising. Be sure to develop a marketing campaign (a series of marketing initiatives) that can accommodate your marketing budget. Be advised that word-of-mouth marketing can be cost effective but it can also be time consuming. Set a timeline and goals for the amount of profits that you'd like to achieve for your business. Utilize several marketing strategies to get in front of your potential customers.
You will likely need to advertise several times to get noticed by potential customers.
You may benefit more from networking by regularly attending networking events.
Don't give up too soon. Keep working away. It takes time to see results.
By the way, a good marketing expert can help you establish strategies to get you more paying customers. Don't go it alone. Sometimes you may need a little help. Marketing can be expensive if done incorrectly.