– April 3, 2012
In the marketing game, there is an old adage that basically says that people only really pay attention to any sort of marketing material after ignoring it six times. The seventh time, it is believed, is the time when the person finally takes note of the marketing and what product is on offer, as well as considering making a purchase. Every other instance, that’s not the case. Of course, “seven” isn’t set in stone and the realization may come sooner or later than that, but the general idea is near-universal. Whether it is an Effexor lawsuit that is about to turn into a class action or a mint-condition Lamborghini Miura, the rule of seven’s notion of delayed reactions applies and should be accommodated in the plan.
Noise is part of the rule of seven. There’s a lot of stuff going on in the modern world, with so many products competing for the attention of every last scrap of the market. The result is that even the best-designed of marketing materials don’t always get noticed. They’re slowly drowned out by the background noise – or considered by a majority of the public to be part of that noise.
Sometimes, the rule of seven applies because the product isn’t needed by the customer at the time they see it. Since it isn’t needed, they don’t pay attention to it and just continue on as if they’d never encountered it.
Price can affect the exact number, as well. Customers may find that they’re interested in what is being offered to them, but they aren’t entirely sure they need it at the cost that’s being asked for. This is particularly prevalent in certain income ranges and during the right economic conditions, when people are far more conscious of how much they spend and on what than they would normally be.
Then there are the times when the rule of seven factors in because the customers don’t know, like, or trust the business. Maybe the product or company is new, so it is untested and thus struggling to find customers willing to give them a try. It is possible that the market has a lot of people that are loyal to another product or aren’t fond of the brand or the company attached to it. Or perhaps they simply do not trust the company for any number of reasons, including a possible widespread product recall or highly-publicized major defect in the past.