12 Nov Jargon Buster – The Marketing Rule of 7.
Jargon Buster – The Marketing Rule of 7.
From YMG – The Award-Winning Digital Marketing Agency in Chelmsford, Essex.
Rules are meant to be broken – except perhaps the law, and the rule of 7. And tactical fouls in football, I don’t like those. And I suppose the idea of gluing Lego together isn’t a rule, but it’s sort of frowned upon. OK, so I guess a lot of rules aren’t meant to be broken. But anyway, the rule of 7 should definitely not be broken. So, put your hand up if you’re not even sure what the rule of 7 is? Full disclosure, if you did actually put your hand up there, you’re hilarious, and please leave a comment below letting me know.
Anyway, it’s Jargon Buster time. And today we’re taking a look at, you guessed it, the rule of 7. Usual rules apply here; we’re going over what that means, how it works, how it affects your business, you know the drill. Or perhaps you don’t. If you don’t, you should definitely check out our Jargon Dictionary and the rest of the entries into the Jargon Buster Series. Anyhow, we’ve just about finished pouring the gravy onto this delicious educational mean, so let’s dig in!
What is the Rule of 7?
In marketing, the rule of 7 is the idea that a customer or client will need at least 7 interactions with your business or product before committing to a purchase. Consider it the magic number of converting a member of your target audience into a customer.
Why number 7 I hear you ask?
Well, on average, it takes around 7 times for a member of your target audience to see your business before converting. This doesn’t mean the same advert, however. Usually, when you talk about the rule of 7, you’re speaking about overall exposure to your business or product. For example, if a customer sees your advert, clicks on your social media page, then a few days later, decides to visit your website, that counts as 3 points of exposure towards the 7.
How Does the Rule of 7 Work?
If you asked me to sum up the answer to this question in one word, I’d give you this – trust. However, if you’re confused at the vagueness of my answer, that’s because you only gave me one word to answer with. Allow me to elaborate.
The overall premise of the rule of 7 is to build up trust and familiarity. Creating a bond between your business and a potential client will increase trust, which will eventually create a sale. Think of it logically, when was the last time you committed to a purchase the second you heard about it? Next, think about the last few big purchases you made. Did you go in guns blazing, or was it a brand you were aware of, an item you’ve maybe put some research into, and perhaps had your eye on for some time?
Of course, there will always be some spontaneous purchases that don’t adhere to the rule of 7. For example, I recently bought a hedge trimmer on a whim, because it was super cheap and looked great. I hadn’t heard of it before, I don’t know how to use it, and I live in a 3rd-floor apartment, so I’m not sure why I did it, but the principle remains. Not every customer adheres to the rule of 7, neither does it always take 7 points of exposure (sometimes it’s more, sometimes it’s less). But the idea of the rule of 7, exposing your business, products, and services to your audience over time, is the key to all of this. If you make your audience aware of your business several times, they’re much more likely to convert.
Should My Business use the Rule of 7?
There’s a running theme in the ‘should my business use’ section of our Jargon Buster series. The theme is that the answer is usually, and this case is once again, yes.
As the rule of 7 builds trust, which later converts into sales, every business should apply this technique. This is one of the many reasons marketing campaigns are better than one simple ad, as 1 ad only acts as a single point of exposure. Posting several ads in a short space of time, whilst also applying social media campaigns and perhaps blog writing to your business will help to push up the number of times your audience is exposed to your business, perhaps even to the magical 7.
What Types of Exposure are Included in the Rule of 7?
Now, this list could be quite extensive, however, we’ll be doing our best to give you the lowdown of the best ways to expose your business to your audience. Remember that these count as 1 entry into the magic 7.
- Social Media Adverts.
- Social Media Posts.
- Online Adverts.
- Pay-Per-Click Adverts.
- Blog Posts.
- Receiving an Email/Signing Up to a Mailing List.
- Search Engine Result.
- Video Clip.
It’s important to note that these entries are only relevant to online marketing. But applying the rule of 7 to marketing isn’t exclusive to online media. If you’re printing leaflets, paying for posters, etc, you can include those into the rule of 7 (although it’s harder to track than online ads).
How Can I Apply the Rule of 7 to My Business?
In all honesty, there’s no physical or set element to the rule of 7. For example, our Buy It Now Digital Marketing Store doesn’t include a ‘rule of 7 package’. However, this doesn’t mean it can’t be applied to your business.
Unless you’ve frantically scrolled down to this part of the blog for a quick fix, you’ll know that a rule of 7 is a theory rather than a physical thing. So, the best thing to do is to provide your business with a marketing campaign with several elements, such as Social media ads and follow ads. This way you can ensure your audience is being exposed to your business and will likely begin the marketing rule of 7 process.
So, there you have it. All the basics you need to know about the rule of 7 – Jargon Buster is good, eh?
Well, if you’re looking to brush up further on your digital marketing skills, why not check out more of our Jargon Buster entries? For ease of access, you can also take a look at our Jargon Dictionary, a short and sweet piece of info for each entry into our Jargon Buster series.
Or, if you want to apply the rule of 7 to your business, why not check out our Buy It Now Digital Marketing Store? Your all in one shop to purchase blog posts, social media campaigns, and more for your business.
Thanks for reading, and we’ll see you online!
YMG are an award-winning and full-service digital marketing agency based in Chelmsford, Essex, and home of the Jargon Buster series, helping business owners to understand the technical terms of digital marketing.