"The Rule of 7" How do you accomplish this in your business

[Zackary C Dunn]

The marketing "rule of 7" states someone has to be exposed to you or your brand 7 times before taking an action on your product or service. 

After learning this I started brainstorming on how to optimize my time and finances to show to my target audience as many times as possible. I like the ease of direct mail but at .70 a piece it becomes expensive. Even mailing my list once a month it takes 7 months for 7 touches. I still utilize direct mail as an alternative touch, but it is not my main bread winner.

I loved door knocking due to the low cost and face to face relationship building. However, my time no longer allows me to use this regularly making it impossible to get 7 touches.

The majority of my previous deals came from cold calling. The headache of Federal and state DNC regulations and the dedicated time it takes has led me away from cold calling recently. I did find they were much more open to talking if they had already heard of me or seen my advertisements somewhere.

Social media was great for free advertising by posting in community pages but since the special ad category became a thing, I've hated paying for ads. The more I payed, the more people they showed it to, but it didn't let me dial in on my target audience.

After consistent brainstorming and analyzing the benefits and downfalls to each I came up with my solution. My main focus is to utilize custom audiences on facebook. This allows me to upload my lists and when I pay for ads they show to my target audience. Initial tests and trials I have ran for others shows for $2 a day of ad spend a test list of 256 will see your post a total of 2,405 times giving you about 9 touches a contact resulting in a price of .02 a touch. Anyone who interacts with the ad will get direct mail piece sent to them, and a phone call my next call day.

(I'm the only one I know of doing these custom audiences. If you want to know how to do it just reach out.)

What do you think of my plan and what are you currently doing that's working?