“How many times do I have to tell you?” Every parent has had this thought — and so has every marketer. Whether you’re asking the question rhetorically or seriously, it can feel exhausting.
Fortunately, when it comes to marketing, there’s actually an answer to this question: seven.
People need to receive the same message, on average, seven times before it sinks in. In this busy world, your audience is distracted, rarely fully understanding or even receiving your messages.
And even if the message does sink in, research shows it takes multiple times before a person acts on what they know. The problem is, busy entrepreneurs rarely communicate their message seven times to the same person. Instead, we think, “I’ve already told them that," and “I don’t want to pester them with the same thing over and over.” So we stop short of seven times, usually communicating the message once, twice or perhaps three times.
If you’re worried you’re going to offend your audience by over-communicating, you can stop worrying. Until a large percentage (more than 30 percent) of your audience is giving you feedback that you’re communicating the same message too much, say it again.
Because if you don’t, you can be sure your message didn’t get through.
Next time you find yourself thinking, “I’ve already told them that,” use that as a trigger to say it again.
Your audience will actually appreciate it. The small percentage who already heard it will benefit from the reinforcement. And the vast majority who didn’t hear the message in the first place will have another chance to get it.
Applying the magic marketing number to sales follow-up
When it comes to following up with leads and prospects, reaching out seven to 10 times is often crucial to closing the sale.
But small businesses with a limited sales staff may find it difficult to reach out that many times to every lead. There just aren’t enough hours in the day.
That’s why sales and marketing automation, like Keap, is key. By automating your follow-up emails and text messages, your sales team can focus on live interactions.
Automation doesn’t have to be impersonal. You can use custom fields to insert unique messages, and use tags to segment them. Plus, writing your sales messages once and then automating them allows you to ensure consistency in messaging, quality and cadence.
To see how Keap’s automation can help you achieve the magic number of follow-ups for your business, try a 14-day free trial.