Marketing your business

Posted by  January 29th, 2013

The Rule of Seven is a term used which says that a prospect needs to see or hear about you at least seven times before they take action.

Essentially, it is an ongoing process of marketing & communication that aids the sales process.

The best analogy I can think of is one I’m sure we can all relate to – just think back (..far back) to the dating and courting stages. For example, it starts with awareness (hi..look at me), interest (..pick me, pick me), desire (..I’m the one that you want) and finally action. Then in between all of this are messages to keep each other ‘top of mind’, and for the courter (or courtee) multiple communication channels are being used throughout. See.. the marketing process is not that far off from the dating process, especially in todays world of multi-channel communication!

But back to Marketing your products and services. Why do people need to hear your messages so many times before they take action? You’ve got a great product, you’ve told a few people about it. So what next and what’s getting in the way of that next great sale.

Let’s break it down even further:

Here’s some great advice from an article standing the test of time.

Source & Extract from:

1. Noise

In today’s world, people are being bombarded with messages constantly. It is truly difficult to get past all this noise and be heard.

The first few times someone sees your message its likely it won’t completely register with them. We all have marketing blinders we’ve built up over time – otherwise we’d be overwhelmed with the constant noise from businesses clamoring to be heard. It’s no different with your prospects. They’re not sitting around waiting for you to show up. They’re busy living their lives and you may not even be a blip on their radar.

2. They don’t need you … yet

Even if you’ve closely targeted the right people, they may not need your product or service today. And if they only see your marketing message once, it’s not likely they’ll remember you tomorrow or next week or next year when they suddenly do need you. When it comes to marketing out of sight is definitely out of mind.

3. They’re worried about the price

In these troubled economic times, price may very well be an issue. However, objections about price are usually code for “I’m not really sure I need/want your product”. If someone really wants what you have to offer, it’s amazing how quickly they’ll figure out how to pay for it.

If a prospect sees your message and is interested but worried about money, it just means you haven’t quite convinced them of the value of your offer. The good news is you’ve gotten past the noise. If they continue to see powerful marketing messages from you, they may get closer to seeing your value and forgetting about their price concerns. That’s why you need to keep marketing.

4. The main reason: they don’t know, like and trust you

The real reason people don’t buy the first time they run across your marketing message is they don’t know you from a hole in the ground. Remember what I said about noise. It’s not just there are too many messages; there are too many messages that aren’t true.

Do you take every commercial, flyer or email marketing message at face value? Or do you have your own personal BS meter that’s shouting “yea, right” when someone makes a claim? Of course you do. I do to. If someone wants to sell to me, they need to prove they can do what they say.

This is the real truth about the Rule of Seven. It takes time for people to get to know you – remember your name, your offer, your message. Once they know you, they need time to get to like you – and your business. Over time, they’ll eventually start to trust you. Once they trust you – trust that you’re honest and provide true value – then, and only then, will they be ready to buy.

How long does this process take? Probably not in seven contacts. It really depends; it depends on the value of your offer, how badly they need it and how many charlatans they’ve run across before.

How do you use the Rule of Seven in your marketing plan?

First, never rely on only one type of marketing method. Even if you are getting stellar results today, that might change in the future. Think of internet marketing. Email used to be much more effective than it is today. That’s why the spammers got involved. Now with spam filters, it’s harder for legitimate marketing to get through.

The same may be true of other marketing methods. Some factor outside your control may change how easily you can reach your prospects. So even if you have discovered a method that is getting you all the customers you can handle, add a couple of other tools to your marketing toolbox to ensure you don’t get blindsided by unexpected changes.

The Rule of Seven is why “information marketing” is so effective. By providing free information to your prospects on a regular basis, you are building a solid relationship. Information offered in a newsletter or blog doesn’t set off alarms because it’s not a sales pitch; it’s a genuine attempt to educate and help.

Finally, simplify or automate the process as best you can. Too many entrepreneurs only market sporadically because they are “too busy” to market themselves. Then they wonder why they don’t have enough clients. Set aside regular times to engage in marketing activities, even when you’re busy. If you continue marketing even when you’re busy, you’ll have fewer slow times.

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