The Rule of 7? We don’t know her.

But, sis. You should!

The Rule of 7 in marketing refers to the concept that a potential client needs to come across a marketing message or advertisement at least seven times before they will take action.

Yes, you read that right. Seven whole times before they take action. 

And notice the intentionality of the word action. I intentionally use this word instead of buy or invest because there are a few stops on the client’s journey before they pull out their wallets. For example, learning about your business or becoming a qualified lead.

The number 7 is not a hard and fast rule but rather a general guideline based on the idea that it takes repeated exposure to a message to create familiarity and trust with a brand. Some clients may only need 2-3 touchpoints, while others need 9-10. This is why understanding your ideal client’s journey is critical so that you can learn what is going on in their heads each step of the way.

The Rule of 7 is particularly important in an email marketing strategy. You realize that sending a single email and expecting your subscribers to convert isn’t realistic.

By showing a potential client the same message multiple times through different channels, business owners can increase the likelihood of converting potential clients into paying clients.

It’s also important to remember that the Rule of 7, especially not on its own, guarantees success. It should be used with other marketing strategies to create a well-rounded and effective marketing plan. For example, sending seven emails about an upcoming workshop that doesn’t have a clear call to action (CTA) to register for the workshop will hurt your marketing efforts more than help them.

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