When it comes to communication, cutting through the noise nowadays to reach your audience and make your message stick is a very real challenge – and not just in marketing. Students, colleagues, your members, basically everyone, are bombarded by constant communications. So, how can you break through the clutter and boost the efficacy of your messages?
Enter the Rule of 7. This classic concept, dating back to the 1930s, is a well-known principle that suggests a prospect needs to encounter your brand, message, or offer at least seven times before they take action or make a purchase. In essence, more frequency yields more conversions, although there’s more to it than that. While it originates from the marketing world, it’s an effective goal-achievement strategy for any department or business area. So, in the spirit of the principle itself, let’s dive into seven ways you can put the Rule of 7 into practice.
1. Repetition Builds Recognition
Seeing is believing, but seeing often is remembering. Studies have shown that repeated exposure to advertisements significantly boosts consumer purchasing intentions, with some suggesting that ten or more exposures yield even greater results. Repetition is key to creating familiarity. Whether promoting a new intramural league or a campus-wide wellness initiative, consistent messaging ensures your audience doesn’t just notice—they recognize and trust. A communication calendar can help you time reminders without overloading your audience.
2. Tailor Your Message for Different Channels
Not all roads lead to the same place, and not all channels carry the same weight. A well-rounded approach means adapting your message to fit the channels where your audiences are. Research into effective frequency highlights the importance of channel-specific strategies. For example, promoting a fitness program through an Instagram reel might grab a student’s attention, while a detailed email may speak better to staff members. Play to the strengths of each channel and make every impression count.
3. Leverage Data to Optimize Touchpoints
Numbers don’t lie, and they can tell you exactly where your efforts pay off. Analytics tools can track metrics like email open rates, social media engagement, and event attendance, helping you focus on high-performing touchpoints. A study published in The Journal of Marketing Communications on advertising effectiveness found that increasing ad frequency was more impactful on brand recall than other factors, emphasizing the need for strategic repetition. Identifying high-performing touchpoints maximizes reach and helps minimize the effort needed for strategic repetition.
4. Use Personalization to Enhance Efficacy
Nobody likes to feel like just another face in the crowd. Personalizing messages by addressing customers by name, tailoring content to their interests, or acknowledging past involvement creates a sense of connection and builds loyalty while making your communications more memorable and persuasive. Research shows personalization not only increases engagement but can boost purchase intent by up to 78% and yield a 10-15% revenue lift. Frequency and memorability go hand-in-hand for communication efficacy and outcomes, and personalization is one excellent way to augment both.
5. Integrate Offline and Online Strategies
Why choose between physical and digital when you can use both? Get creative! A well-placed QR code on a flyer, a link or banner added to your email signature, table tents, digital signage, upselling, and student influencers are all great options to diversify your strategies. Studies on modern applications of the Rule of 7 suggest that combining offline and online touchpoints creates a seamless and memorable experience for audiences. Blending these approaches ensures your message reaches audiences wherever they may be.
6. Leverage Partnerships for Broader Reach
Two heads are better than one, and so are two organizations. Partnering with departments, community groups, or local businesses can extend your reach and add credibility to your message. Collaborating on a health fair with the campus wellness office or co-sponsoring a leadership seminar with student affairs can draw in fresh faces while aligning with shared goals. Partnerships amplify message frequency, exposure, and influence by tapping into wider, overlapping networks.
7. Reinforce Through Visual and Emotional Impact
A strong visual can make your message memorable, but pair it with an emotional story and you’ve got gold. Consumer behavior research shows that visual and emotional cues significantly enhance message retention and recall. Try sharing a student’s journey through your wellness program or creating an inspiring video about your impact on campus. These touches humanize your messages and make them more compelling. \
The Rule of 7 isn’t about pestering people—it’s about persistence and purpose. By thoughtfully layering your messages across platforms and interactions, you’ll get your audience’s attention while earning their trust and buy-in. So, start small, stay consistent, and watch as seven becomes your lucky number for success.
Research Sources:
- Willoughby, J. (2023). The magic number in marketing – The Rule of Seven. Retrieved from https://www.jackpwilloughby.com/post/the-rule-of-seven-in-marketing
- Neumeier, M. (2023). Why marketers should follow the Rule of Seven. Retrieved from https://www.forbes.com/sites/forbescommunicationscouncil/2023/09/21/why-marketers-should-follow-the-rule-of-seven
- (n.d.). The Rule of 7 in marketing: What it is and why it works. Retrieved from https://factorialhr.com/blog/the-rule-of-7
- Journal of Advertising Research. (2018). The impact of advertisement frequency on consumer behavior. Retrieved from https://www.journalofadvertisingresearch.com/content/early/2018/08/23/jar-2018-031
- (2012). Effective frequency and its role in advertising. Retrieved from https://link.springer.com/article/10.1057/jt.2012.1
- edu. (n.d.). Examining the impact of commercial length and frequency on advertising effectiveness. Retrieved from https://www.academia.edu/67972984
- Munro Agency. (n.d.). How the Rule of 7 works in social media marketing. Retrieved from https://www.munro.agency/rule-of-7-marketing
