Rule of 7 Marketing Principle
Consistency is Key to Business Growth!
The AVERAGE person needs to see something SEVEN TIMES before they really pay attention. This applies directly to marketing, advertising and business in general.
Always assume your target customer will need to see your marketing SEVEN TIMES before they really pay attention to your message, much less ever consider becoming your customer!
When planning your marketing and creating your social media content, plan to get in front of your same group of target customers a minimum of 7 times (NO LESS!). Assume it will take 7 attempts to before you can count on getting good results. And assume that anything less than 7 tries will be a waste of time, effort and/or money.
Example:
Real estate agents are solopreneurs who must be good at marketing to gain customers, and to sell or rent homes in their area. At some point, everyone uses the services of a real estate agent.
Are YOU more likely to use the services of the same agent who you see pop up over and over? Or are you going to pick the first agent you see on a bus bench or on a postcard and call them?
MOST people call the agent that they recognize, or that has been referred to them. That’s because consistency, recognizability (and trusted referrals) are most likely to mean they are successful, have experience and have been around for a while working in your area. If you recognize them, they become more credible and trustworthy to you and you’re more likely to give them your business.
That example translates to most any solopreneur or small business, even online business.
USE THE "RULE of 7" and get CONSISTENT!
Where do most solopreneur and small businesses get it wrong?
Real estate agents, local book stores, e-commerce websites… no matter what business you have, you are great at what you do! You have a skill, you sell a thing… and there WILL be people that want what you’re providing!
But when it gets to self-promotion and marketing, most solopreneurs and small businesses blend in, aren’t easily found, can’t separate themselves from other similar businesses. They remain hidden from the very neighbors, friends and local community that’s looking for them!
Most real estate agents don’t understand the power in the “Rule of 7” marketing principal.
Fact #1:
People pay attention to what interests them
We’re all inundated daily with tons of marketing and advertising. Everyone is trying to sell us something or shape our opinions. It’s overt, it’s covert, and it’s everywhere! So how do you grab the attention of your target market and convince them to hire you? (hint: it starts with becoming recognizable!)
Fact #2:
People are attracted to credibility and authority
Your potential customers want to feel comfortable in their choice to contact you, hire you or buy from you. They need you to seem credible before they’ll call or email you. One way to be perceived as more credible is to provide information and value in your messaging that relays your knowledge and authority in your particular field. Write some blogs, tweet threads, linked-in posts. Share some of your knowledge or opinions on the current state of your industry. Show an inside look at your office space, how you make something, what you do or how you help. People want to trust and connect to you, so help establish with some strategic marketing.
Fact #3:
The Rule of 7 is crucial to a winning marketing strategy. It’s a marketing principle that all solopreneurs and small businesses should understand and embrace. The general theory is that people need to see something 7 times before they pay attention. The number “7” isn’t important, it’s the “consistency” that makes all the difference.
Once you understand your target customers and how to reach them, commit to reaching them consistently!
Real estate agent example:
Most agents make the mistake of sending out one postcard to a neighborhood when their business leads get low. Yes, most will send ONE postcard to “test the market”! It will only be “luck” if that one postcard gets any response. Commit to mailing a postcard every month for 7 months, consistently to the same households and there WILL be good response!
Most solopreneurs and small businesses are notoriously NOT GOOD at strategic business planning or or creating strategic branding and marketing plans.
Commit to specific marketing actions of at least 7 times, consistently, before expecting good results. When you embrace the Rule of 7 and plan for consistency in your marketing and messaging, you’ll have a steady flow of leads and growth.
Remember: growing your lead generation machine and gaining customers is a process! Your goal is to be recognizable, and consistently reach your target market at least 7 times before expecting good results.
3 Examples to add to your Marketing Plan for a Local Small Business:
- Send direct mail postcards to your geographic zone every month for 7 months (or more!)
- Post on Instagram or Facebook 7 times every week (or more!)
- Create new videos of your local town for your YouTube channel and post one every week for 7 weeks (or more!)
For online business, approach it the same exact way. You have a target market, and you must reach and be noticed by them at least 7 times before expecting any results.
Use a calendar and plot out multiple ways to get in front of your target market, whether online or offline. Focus on consistency. Use your branding consistently, share what you know or interesting facts about what you sell. Help your target customers connect to you by being interesting! Use a calendar to plot out your marketing efforts and stick to the plan.
Here’s some more information on creating Marketing Plans!