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Why repetition is key in marketing

𝕖𝕧𝕖𝕟 𝕞𝕒𝕣𝕜𝕤 𝕥𝕙𝕖 𝕤𝕡𝕠𝕥, and not just for Monica Geller in Friends. 🥁 The rule of seven in marketing is one of the oldest tricks in the book, stating that the prospective buyer should hear or see your brand and its marketing message at least seven times before they buy from you.

Why? Buyers aren’t always inclined to trust the message the first time they see it, although it does help when a trusted source recommends your service/product. Still: repetition and consistency are key and here’s why.

1. They don’t need your product/service (yet)

Although you might be targeting the right audience, there’s still a chance they don’t need your product yet. When they see your brand/marketing message just once, they might not remember you when they want to buy the product (the next week/month/…) Therefore you need to keep your brand in sight. Out of sight – marketing wise – is out of mind.

Most people do see and hear about great products or service and they make a mental note that they will buy those when they need it. But in reality, when they buy the actual product, they go with the latest marketing message they heard or saw. That's why you need to keep playing your record.

2. Your prices may seem too high

Sometimes, people are hesitant to buy things due to the price. (Duh) But this doesn’t always mean the price of the product or service is too high. It does mean that you haven’t been able to convince the customer about the value of your offering yet.

If someone sees the value of your product/service, they won’t feel that they are being overcharged and they will find a way to buy it. People don’t worry about the price if it’s the right thing they want.

Therefore – through your message - you have to convince them of the value you offer. Through the rule of seven, they will hear about the value you offer many times. As a result the value will exceed the price.

3. They don't know you

This is the main reason why people do not buy your products or services. Through repetition in your marketing message – and the strength/added value of public relations and earned media – you can create brand awareness and establish brand knowledge. The more they hear about you, the higher the chances are that they will trust and buy from you.

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