The Rule of Seven: Myth or Marketing Gold?

First off, let’s talk about the legendary Rule of Seven. No, it’s not a magical incantation from Harry Potter. It’s a marketing principle that suggests a potential customer needs to see or hear your marketing message at least seven times before they take action.

Why seven? Why not eight or six and a half? Think of it as the Goldilocks number—not too much, not too little, but just right to nudge your prospect from “Who are you?” to “Take my money!”

From Stranger to Superfan: The Customer Journey

Let’s break down the customer journey, shall we?

ONE: Awareness

Your customer sees your ad for the first time. They think, “Hmm, interesting,” and promptly forget about you.

TWO: Intrigue

The second encounter makes them pause. “Wait, I’ve seen this somewhere before.”

THREE: Recognition

By the third time, you’re starting to look familiar. “Oh, it’s that brand again. They’re everywhere!”

FOUR: Consideration

Around the fourth to fifth touchpoint, curiosity gets the better of them. They visit your website, browse your products, maybe even sign up for your newsletter.

FIVE: Decision

By the sixth or seventh time, they’ve moved from “maybe” to “yes!” They click ‘buy now’ and officially become your customer.

Is Seven the Sweet Spot?

Seven isn’t a hard and fast rule. Depending on your industry, audience, and product, the magic number can vary. For high-ticket items, it might take more touchpoints. For impulse buys, fewer encounters might be needed. It’s about finding the sweet spot where your message resonates without becoming a repetitive nuisance.

Quality Over Quantity: The Power of Meaningful Impressions

It’s not just about showing up; it’s about showing up with value. Think of it like dating. You wouldn’t just text “hey” seven times in a row (unless you want to be ghosted). Instead, you share interesting stories, show genuine interest, and make a memorable impression.

Here are some tips to make your touchpoints count:

• Personalisation: Tailor your messages to address the specific needs and desires of your audience. Personalized emails, targeted ads, and relevant content can work wonders.



• Consistency: Ensure your brand’s voice and message are consistent across all platforms. This builds trust and familiarity.

• Engagement: Create opportunities for two-way interaction. Social media polls, Q&A sessions, and interactive content can make your brand memorable.

• Value: Offer something of value in each interaction. It could be a helpful tip, a discount, or exclusive content.

The Digital Dance: Multi-Channel Strategy

In today’s digital age, relying on a single channel is like fishing with one hook. Diversify your approach. Use a mix of email marketing, social media, content marketing, paid ads, and even good old-fashioned direct mail.

Each channel offers a unique way to connect with your audience, and when used together, they create a symphony of impressions that lead to that all-important purchase decision.

The Bottom Line

So, how many times do you need to appear in front of your customer before they make a purchase? The answer is—it depends. But aiming for around seven meaningful, value-packed touchpoints is a great place to start.

Remember, it’s about building a relationship, not just making a sale. Show up, be memorable, and most importantly, provide value. Do this, and you’ll not only gain customers but also loyal fans who will sing your praises long after the purchase.

Now, go forth and make those seven (or so) impressions count!

About the Author of this blog:

Maddie Riehl

Founder and Director of Hey Marketing. Maddie has a passion for all things digital marketing.

She began her career in marketing in 2013. From there she completed a Cert IV in marketing and further developed her skills and knowledge base.

After seeing some flaws in other agency offerings, Maddie wanted to create a marketing agency where things are done a little differently - and so Hey Marketing was born!