There’s a Magic Number in Business (and You Should Use It Often)
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When I was growing up, 4 was my favourite number.
Don’t ask me why. It had no special significance, no story behind it.
For some reason, I just really liked the number 4.
(Child David was a weirdo. Adult David probably isn’t much better).
There is, however, a number that seems to hold a great deal of significance, especially in terms of writing, marketing and business.
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The magic number
I read this recently in a newsletter edition by Jay Clouse, an online creator who really knows his stuff (it’s a long-ish quote but worth sharing):
“The data says, on average, it takes seven touchpoints for someone to purchase something new. That means the average person has to HEAR or think about your product seven times before they buy. And that’s the average! So, for a lot of people, it takes even longer.
The more you talk about your products, the more you will sell.
We are assaulted with so much information — all the time — that we filter most of it out. WHEN we receive the information…WHERE we are when we receive the information…it all dictates HOW we receive it.
Often, we aren’t in the headspace to truly receive it.
As a result, even your biggest fans won’t see everything you put out. By not repeating yourself or repeatedly talking about your products, you actually rob people of the opportunity to engage with them.
So I’ll say it again: The more you talk about your products, the more you will sell.”
It’s pretty self-explanatory.
Talking more about your product, brand or service = more sales.
Even the process of explaining what you’ve learned as a writer needs to be done consistently. You may need to share the same lesson at least 7 times before the message gets through to your audience.
Heck, even using the number 7 in your content (as part of your headline, 7 teachable points, etc) likely has some impact on the effectiveness of your message.
After all, Miller’s Law states that, “The average person can only keep 7 (plus or minus 2) items in their working memory.”