Have you ever heard of the Rule of 7, First name / friend?
It's pretty simple: people need to hear about your brand around 7 times before they'll actually pay attention and think about buying what you're selling.
There have been all kinds of psychological studies and marketing research done on this Rule of 7 thing. But I actually first heard about it years ago in an acting class.
(My teacher was explaining that to get cast, you need to audition in front of the same casting director about 7 times before they'll really remember you. Something about how repeated exposure sticks you in their mind.)
The Rule of 7 always stuck with me—but was especially helpful later on when I started my own business.
(And it's reason #490824 why I consider theatre and marketing to be the same skill in different fonts, but I digress.)
The fact of the matter is, if you follow at least one business or sales coach on Instagram, you probably know this rule already. In fact, everyone's always preaching about how we should be selling more, or posting more, and repeating ourselves often.
TL;DR: We shouldn't assume that everyone was paying attention the first time. And even when we think we're selling too much, it's actually probably not enough.
And while I definitely could be better about the Rule of 7 on social, there is another place where I'm an expert at it:
On websites.
Yep! Repetition is the secret ingredient for a high-converting website, because each new page is a fresh chance to re-highlight your value proposition, establish a connection, and share what makes you different.
Don't assume that people read every word of your homepage and “already get it”. I promise you, they don't—so find a way to slot it in everywhere.
Does it mean you have to be okay with taking up a little more space on the internet? Yes.
Does it mean your website pages probably have to scroll a little longer? Also yes. (Hot tip: the length of a website doesn't matter if the copy is actually engaging. Just sayin'!)
But does it mean you'll make deeper connections as a result? Undoubtedly.
Remember: people don't know what you know. Something that may seem totally obvious to you is not at all obvious to someone else. By repeating yourself, you're not being obnoxious—you're showing up in service.
And that's what we're doing here, right!?
