Unpacking the Rule of 7 for Marketing

Many marketing pros have heard of the “Rule of 7.”

It’s come to mean different things in different marketing contexts, but it’s generally related to the importance of repeat exposure to brands and messaging in the sales journey.

Here’s a good definition, per the University of Maryland:

“The Rule of 7 asserts that a potential customer should encounter a brand’s marketing messages at least seven times before making a purchase decision.”

According to some sources, the concept dates back to the 1930s, when film industry execs determined would-be audience members had to see a movie poster seven times before buying a ticket.

It’s not unreasonable to assume that amid all the content and messaging out there, the number today is actually much larger than seven.

Fortunately, marketers have far more channels to get their story out, with better tactics for targeting and tailoring messaging based on audiences and their behaviors. But doing so effectively and efficiently requires a coordinated strategy.

Seventh Time’s a Charm

The Rule of 7 isn’t just marketing mythos. It’s backed by research. Repeated exposure isn’t just good for awareness – it can make people see the messages more positively.

In one study, researchers showed non-Chinese speakers a series of Chinese characters. Participants were asked to guess the meaning of each character. Over the course of the exercise, individuals were more likely to assign positive meaning to the characters they saw more often.

In other words, seeing something more means we’re more likely to think
positively about it – at least according to that study.

Psychologists have dubbed this the “mere-exposure effect.” In
some research, consumers didn’t need to read or consider the messages – simply
seeing them was enough to drive toward purchase.

But for marketers, striking the right messaging balance matters. No one wants
to see the exact same content over and over again. Each touchpoint must feel
fresh while still counting as part of the Rule of 7.  

Owned, earned, social and paid media creates opportunities to do that with
content in different formats. A PR hit, banner ad and LinkedIn post can each
add to brand awareness without duplicating the exact same content.