Decoding the Marketing Rule of 7: How Repetition Drives Action

The Marketing "Rule of Seven" is a concept in marketing that suggests a potential client needs to come across a marketing message at least seven times before they are likely to take a desired action, such as making a purchase or engaging with a brand (that’s your, photographers!). The idea behind this rule is that repeated exposure to a message helps build familiarity, trust, and a sense of credibility, making the individual more receptive to the message and more likely to respond positively.

The rule is based on the understanding that people are often bombarded with various messages and distractions in their daily lives, and it takes multiple interactions to cut through the noise and leave a lasting impression. Each exposure to the message reinforces the brand or product in the individual's mind, making them more comfortable and confident in their decision to take action.

In the context of a photographer’s marketing, these multiple interactions can take various forms, such as receiving email newsletters, seeing Instagram or LinkedIn posts, receiving a print promo - any time you are in front of a client it counts. The goal is to create a consistent and memorable experience that gradually nudges the potential client toward asking you to bid on or bringing you on for a project.

It's important to note that while the Marketing Rule of 7 provides a useful guideline, it's not a strict formula applicable to every situation. The number of exposures required may vary depending on factors such as the type of exposure or value of the images being shown - if the work isn’t aligned with the recipient, the message may get lost. Nonetheless, the concept underscores the significance of repetition and consistent messaging in effective marketing practices.

How to improve your marketing practices based on the Rule of Seven:

• Post consistently on social media channels, even if it’s only once or twice a week

• Encourage clients to share credit when applicable

• Send email newsletters on a schedule - just having your name in someone’s inbox is helpful!

• Use a variety of marketing tools at regular intervals

• Attend portfolio reviews or meetings to increase the impact of your marketing

• Get listed on industry directories that your clients may be using