How many products have you ever purchased based upon the first and only commercial information you had? Any? That is the foundation for the Rule of Seven. And it is important because it is one the marketing rules, that when followed, will make you successful.
The Rule of Seven stems from marketing research work that Dr. Jeffery Lant and others have done that find in order to enter a prospective clients consciousness it takes 7-8 messages. So it has become known by many as the Rule of Seven.
It makes sense once you consider how many of the marketing messages you come across are repeated. How many times have you seen the same commercial on television? Why is it repeated? Simply because it works!
It is my opinion that brides-to-be are possibly a little easier to reach. After all a bride-to-be is very “tuned-in” to any attractive, informative and helpful wedding and bridal information. Still if the average person is 7-8 messages, even reducing this by half because of a bride’s focus on her upcoming wedding means that you should be prepared to deliver at least four different direct emails providing information about your product or service. Each of the four being at least a little bit different in content and layout.
It is not just the frequency though that makes an impression; it is more importantly the value in each repetition of communication that makes the “right” impression. Always be sure your different marketing emails are “client centered” and are
- interesting,
- helpful,
- include appealing relevant images, and
- have the courtesy to allow for the receiver to opt out of receiving any future emails.
- include promotion, but limit promotion to 30% of content
All important elements which must contain anyway if you want to demonstrate that you truly care about the bride-to-be’s wedding. Emails that include those four elements are rarely felt to be “spam”.
What do you get if you do this? Well, more than few direct marketers convert over 10% of their direct email prospects to sales.
The best parts of direct email marketing;
1) We can easily afford to change our message and send again in a week or two.
2) The conversion rate and ROI is very high compared to any other method of marketing.
The tip -
Be helpful. Be informative. Share your benefits. And, be willing to ask more than once.
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[...] Always communicate and frequency is key. Use your wedding and bridal show follow-up as just one of a few targeted messages to your qualified leads. It is not just one message that may make the difference, it is the number of messages. As I posted a number of months ago, it has been found that typical prospects need from 6 – 8 messages before they easily reach a decision. [...]