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Growth  |  2 min read

Presenting the Magic Marketing Number

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Clate Mask

“How many times do I have to tell you?” Every parent has had this thought—so has every marketer. Whether you’re asking the question rhetorically or seriously, it can feel a bit of exhausting for the parent or marketer.

But 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 internalizing or even receiving your messages. And even if they do internalize the message, research shows it takes multiple times before a person acts on what they’ve internalized. The problem is, busy entrepreneurs rarely communicate their message seven times. Instead, we think, “I’ve already told them that.” And 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 (like 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 that your message didn’t get through to your audience. 

SBS Idea of the Day: Next time you find yourself thinking or saying, “I’ve already told them that,” use that as a trigger to say it again. Your audience will actually appreciate it. The small percentage of your audience that already heard it will benefit from the reinforcement. And the vast majority of the audience who didn’t hear the message will have another chance to get it

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Infusionsoft is now Keap. That’s weird to write, but it’s also exciting.

In 2001, trying to get Infusionsoft off the ground, there were many times when I wanted to quit. I’ll never forget my wife, after two years of struggling to survive, hugging me and saying, “Keep going.”

Over the last two years, we’ve talked with thousands of small business owners to get a deeper understanding of their unique challenges in today’s market. We learned that it’s harder than ever to succeed in small business. Customers expect more. On-demand is the rule. There’s no shortage of platforms on which to complain. A failed job or two can be damaging to your business.

Keap is our signal to the world—and to ourselves—that it’s time to make it easier to succeed. We’re on a mission to simplify growth for millions of small businesses. Our new name is a nod to the tenacity of the small business owner and encompasses everything we know to be true when it comes to success: keep going, keep serving, keep growing.

Along with a new name, we’ve expanded to two products. Keap, our newest product, is smart client management software that helps service businesses progress leads to satisfied clients. Infusionsoft by Keap is powerful CRM and sales and marketing automation software for advanced business needs.

Both are designed to make it easier than ever for more small businesses to get organized so they can deliver great service and close more business.

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To your success,
Clate Mask
CEO + Co-Founder