7 Ways To Leverage The Marketing Rule of 7 | Melotti Media

7 Ways To Leverage The Marketing Rule of 7

Written by the The Melotti Media Team, checked by Christopher Melotti

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Think about how many competitors you have out there.

Now, think about how often their ads, content pieces or emails are seen by their potential customers (who are also YOUR potential customers).

Why does this matter?

Because the more your competitors are seen, the more competitive your market gets. This means you need to engage and enrich your audiences more with content, ads and other marketing collateral to just get their attention.

So, now more than ever, it’s important:

  • for your brand to get NOTICED.
  • And when you are, the next step is to make sure you’re chosen.

How? Enter… the marketing rule of 7.

We’ve said this before and we’ll say it again: in marketing both quantity AND quality matter. To prove this point, we’ll focus on a key quantity aspect that makes a lot of difference in marketing: the rule of 7.

Read on to learn more about how you can leverage the marketing rule of 7 in today’s competitive and uncertain market conditions.

What is the marketing rule of 7?

The marketing rule of 7 stems from the psychological concept posited by George Miller in 1956 which states that humans can only process seven (plus or minus two) pieces, units or chunks of information at any given time.

This is why 7 is called the magic number. Just think about it: there are 7 continents, 7 days in a week, 7 colours in the rainbow and funnily enough, Snow White has 7 dwarfs too!

In marketing, the rule of 7 implies that every potential customer needs to have at least 7 interactions with your brand across their entire customer journey before they can decide to commit and get your products and/or services.

The main point of this principle is to increase brand awareness and relevancy and create more meaningful interactions with customers – especially as they get bombarded with content from everywhere.

If they see your brand (and love what they see) at least 7 times, you are increasing your chances of turning leads into paying customers, and eventually, brand advocates.

In essence, the marketing rule of 7 is everything we’ve been talking about: amplify your marketing as it’s your chance to reach the people who matter, more often.

The evolution of the marketing rule of 7

In the 1930s (even before Miller formalised the theory), movie studios first realised that at least 7 promotional materials are needed to encourage customers to go to the theatre and watch their films.

From there, the marketing rule of 7 has been consistently used by smart brands who want to make marketing work for them.

But – 1930s?! Isn’t this rule obsolete now?

Absolutely not!

Over the years, as digital marketing became more popular, more platforms have become more available to businesses – making this marketing principle easier to achieve, with all the right marketing strategies.

As Artificial Intelligence (AI) further shakes up the marketing game, it becomes more and more apparent that the rule of 7 now goes beyond quantity. Yes, the first thing is to be out there and make sure you’re seen – but for the most part, you want to make sure that customers will want to see you and not dismiss your marketing as spam.

In the end, marketing rules have never changed. The freshest, most valuable and engaging marketing wins.

Why follow the marketing rule of 7?

If, at this point, you still have some reservations about following the marketing rule of 7, or basically, being more consistent and agile with marketing, let’s go through some of its key benefits that can help with your business’ marketing targets.

Here are 7 of them:

1. This marketing principle increases brand awareness and recall.

Wherever your customers are on their journey, seeing branded and quality content from your business will help them remember who you are – which makes it easier for your products and services to remain top of mind.

2. The rule of 7 helps with message retention.

Once your customers have identified with your unique brand messaging, seeing it consistently will help them resonate with your brand as well as the value you offer.

3. The marketing rule of 7 improves brand perception.

Then, this consistent exposure to quality content paints your brand in a good light – which improves brand perception, and subsequently, brand value.

4. You can build trust and credibility through consistent marketing.

When you consistently share your Unique Value Proposition (UVP), highlight your story as a brand and make your audiences feel involved in your story, you become a Key Opinion Leader (KOL) that people can relate to, and therefore, trust.

5. Exposure to your brand’s marketing influences consumer behaviour.

With a strategic content marketing plan, you can effectively create campaigns that tap into human nature such as FOMO – which gently nudges them towards making a buying decision.

6. The more your brand is seen, the more competitive advantages you’ll gain.

Trust us when we say that this saturated market means you need all of the competitive advantages you can get. If your potential customers see you at the top of their search results, with reliable answers to their most pressing questions – they are more likely to choose you.

7. With the marketing rule of 7, you can nurture customer loyalty.

All these are for nurturing customer loyalty and letting your customers feel that you care enough about them to take all these steps to inform, educate and entertain them through your marketing.

Following the marketing rule of 7 offers several advantages – especially if you want to be seen, heard and chosen amidst all the marketing noise.

How can you implement the marketing rule of 7?

To experience all these benefits, you need to implement the marketing rule of 7 across all of your marketing efforts.

Here are 7 tried and tested strategies that will help you leverage this marketing principle:

1. Utilise omnichannel marketing

To be seen, you have to be EVERYWHERE.

With omnichannel marketing, you can be in the channels where your target audiences are most active. It’s easy to get to 7 meaningful interactions when you’re:

✔ on top of their Google search results

✔ on their email inbox

✔ or their physical mailbox

✔ on their Facebook

✔ and Insta news feed

✔ on their LinkedIn feed

✔ on their suggested podcast channels

This way, you can reach and connect with your customers in the ways they prefer.

2. Be consistent with your branding and messaging.

To maximise the potential of the marketing rule of 7, you want to make sure that every time your audiences see your content, they immediately know it’s from you.

That’s why it helps to establish clear and strong branding – so when they see a logo or your colours they’d immediately think: “Oh I know that brand!” But beyond that, you also want to be recognised through your tone and messaging – so when they see a social media caption, a blog or an email – you immediately get an, “Oh, it’s from that brand I love!”

Be consistent enough to the point that you feel BORED about your own marketing. Take note: your customers don’t see you as often as you do!

3. But don’t be afraid to shake shake shake things up!

Remember: consistent ≠ monotonous.

It helps to add a twist to your marketing every now and then with fresh ideas that will reinvigorate your brand and boost sales.

One cool way to do this is to launch a (still) on-brand seasonal marketing campaign with temporary promotional concepts that will get both you and your customers excited.

For more, read: Seasonal Advertising Campaign Creation.

4. Personalise your marketing.

As AI-generated content populates the internet, it has become more important to connect with customers on a human and emotional level.

Never forget that marketing is ultimately about connecting with people – so whether they’re seeing you for the first or the seventh time, you want to give them the feeling that you genuinely care about connecting and not just churning out content for content’s sake.

5. Use retarget marketing.

Retarget marketing is a highly effective way to promote brand relevancy to your prospective customers.

The point of retarget marketing is to facilitate re-engagement once your customer has left your website by gathering their specific buying preferences and showing them relevant brands and targeted ads as they surf online.

This strategy uses precisely targeted ads to maximise their exposure to your brand and eventually, encourage them to go back to the original website, continue with the customer journey and convert.

If you want to know more about retarget marketing, check out this article: Retarget Marketing: A New Level Of Personalised Content.

6. Never underestimate the power of content marketing.

Then, there’s content marketing.

Today, one of the best ways to connect with your customers is through quality content marketing. There are several content themes that you can use to educate and engage your customers – all while positioning your brand as an industry leader and maximising your brand exposure.

Already using content marketing? Take this Content Marketing Quiz and discover your content marketing score today:

7. Lastly, monitor your results.

Last on our list of tips for leveraging the marketing rule of 7 is to consistently and religiously monitor your results.

Always check which marketing efforts are working and which might need more work. From there, you can identify which ones are effectively reaching your customers 7 times and driving them towards the right decision.

So, are your primary audiences seeing you 7 times?

If people feel that you understand their pain points and are willing and able to provide the solutions they are looking for, it’s easier for them to trust your brand and proceed with their purchasing journey with you.

With the marketing rule of 7, you’re just making it easier for them to make that decision.

Leverage the marketing rule of 7 in today’s competitive market

In today’s saturated market, you want to stand out for all the right reasons.

This is why starting with ensuring that your brand is seen (and that your audiences will immediately fall in love with what they see) will help you kickstart your customers’ journey on a promising note.

Fortunately, as fast as marketing evolves, there are still tried and tested marketing principles like the marketing rule of 7 that will put you on your customers’ radar and allow you to influence their purchasing behaviour.

Just like everything else: consistent efforts in marketing eventually pay off.

At the end of the day, your goal is still to make sure that everything they see about your brand – from the first to the life-changing seventh – leaves a great impression of your brand.

How can Melotti Media help your business achieve success through consistent marketing?

At Melotti Media, we understand that you want to get cut through in a competitive market and achieve business success – and a powerful way to do this is to guide your customers toward finding and choosing your brand.

However, you may find that you’re time-poor and spread thin or you still have a lot of unanswered questions.   

You don’t need to worry. 

At Melotti Media, we can assist with all your creative advertising concept ideas while you focus on what matters most to you – growing your business. 

Let’s start earning the results your business deserves! 

To speak to your trusted message marketers and Australian copywriters, email us at enquire@melottimedia.com.au or phone 1800 663 342.

We can sharpen your words to achieve your goals today! 

The Melotti Media Team   
Melotti Media | Copywriting & Message Marketing Bureau   

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