The Rule Of Seven

How Many Times Do I Need To Connect

The Rule of 7 states that a prospect needs to hear the advertiser's message at least 7 times before they'll take action to buy that product or service. The Marketing Rule of 7 is a marketing maxim developed by the movie industry in the 1930s.

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What Is A Touch Point

Touch points can be defined as any engagement between the company and a potential prospect and can include:

• Phone Conversation
• Website Chat Conversation
• Form Submission
• Open & Clicked Email

When it comes to touchpoints, the magic number is seven.

After seven touch points and not getting the Prospect's interest, you probably should wait a while and keep in mind the problem they were trying to solve but wait to reach out to them until you have a better Claim to present to them that will itch their scratch.

Best Times To Contact

Because we are creatures of procrastination and tend to wait until the last minute to do things and we tend to start looking for excuses to not do our jobs after a certain amount of hours worked because we are burnt out for the day, we recommend the best times of contact to be:

• Time: 3 p.m. and later local time (call), five minutes before and after the hour (email)
• Day Of Week: Thursday and Friday
• Date: 28th -- 31st

Contact Cadenece

When thinking of the cadence of your touchpoints, some companies do some weird stuff.

I've seen some companies where they front-load their touches and on the first day will send the Prospect an email, engage with them on LinkedIn and try to call them. Talk about overkill.

Ideally, your contact sequence should look something like this:

• Day 0: Connect on LinkedIn
• Day 14: Send an email
• Day 21: Attempt a phone call
• Day 25: Send them a private message on LinkedIn
• Day 27: Email Follow Up
• Day 28: LinkedIn Final Attempt
• Day 29: (in the morning): Email Final Attempt
• Day 30: (in the afternoon): Phone Call Final Attempt

Now the buyer senses that your messaging is growing with urgency instead of decreasing and will either respond or ignore.

If they ignore all touchpoints, make sure that the person you are trying to contact is part of your ideal customer profile and the messaging you are using is correct for the buyer persona you are trying to engage.

If all the above is correct, maybe work with your copywriter to make your message better, or it's just the wrong timing, and the Prospect has other problems they are focusing on.

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