Expectation management is an important role for a marketing agency owner. Because everything is measurable, we think we have control. Because we see examples of online marketers who focus on numbers and tricks, we think that the masses are playable and will fall for anything as long as the funnel, the hotjar and the Cialdini tricks are set up well enough.
And then 7 contact moments. One of the oldest marketing adages.
Old yes. And completely 'old-dated'.
I had my doubts. Seven times for a sale? That's a bit optimistic.
So I went looking for where that number came from. What do you think? Almost impossible to find!
The Origin of the Rule of Seven
The origin is a study from the 1930s, conducted by film executives in America. Within a short period of time, someone had to see or hear an advertisement seven times before taking action. vietnam telegram data Sorry, but you've only called 6 times in the last 18 months and I've forgotten your name.
That theory was later introduced as a 'rule' by Dr. Jeffrey Lant ... Who doesn't know him? I looked at one of his books that I could find. And there is no nonsense in it, but the level is not special. When Lant introduced the rule is unknown. But it must have been in the 50s.
Anyway. Look around you. Does it look like the thirties, fifties or even the nineties?
Not to be compared
EVERYTHING around us is advertising. Like your Instagram feed. One long strip of advertising from people who are brands, and brands who are people. Your LinkedIn feed? Also full of advertising. And I'm not even talking about TV, radio, outdoor and blogs. Advertising is everywhere.
Also read: Hey designer, learn from these mistakes
Seven may have been a magic number in the middle of the last century, but let me disabuse you of that illusion.
Anyway. Look around you. Does it look like the thirties, fifties or even the nineties.
