Your marketing isn't annoying to your people
One of the more common issues clients raise about creating and sharing content (especially repurposing content or repeating ideas) is the fear that their audience will be annoyed.
Let me put your fears to rest: if people in your audience are annoyed, they aren't your people.
Or, you might be hitting a nerve with them, in which case the eyes on your content (even if they don’t agree) may still be to your benefit.
Either way, your goal is to be top of mind to your audience, and continuously showing up and sharing content that resonates with and supports your ideal client is going to help you in this pursuit.
If anyone shares that they are unhappy or annoyed with your content, they aren't the right fit for you! They can select to opt out at any point, which will only help you in navigating the waters of the online space to find an aligned audience who is interested in everything you have to offer.
Once you’ve started to curate this audience of potential clients though, your job isn’t over.
The rule of 7 is an old, generally agreed upon marketing concept that states that customers need to see or hear your marketing message at least seven times before they make the decision to buy from you.
Essentially, they need at least 7 contact points with you before they develop enough trust and confidence in you to purchase.
With the increasing amount of information online, and the number of people therefore experiencing information overload, this number has now been proposed to be even higher.
Regardless of the real figure though, it’s clear that people need repeated exposure to you or your company (and your offerings) in order to take action.
Here are 5 reasons I want you to keep going and adopt the rule of 7 in your business:
01 - Awareness.
First, your audience needs to know that you and your product or service exist and how you can help them and whatever problem it is that they’re experiencing.
In between being found on Google, social media, and any other platforms you’re showing up on, your initial pool of visitors or viewers is going to be much larger than the pool of people who eventually become customers.
The below graphic from An Artful Science lays this out nicely.
Some who become aware of you are simply not your target market, and that’s okay! Marketing is just as much about getting clear on who you don’t desire to work with, as it is finding and connecting with those you do want to work with.
However, once you’ve captured the awareness of those who are interested, you need to continue to show up for them to remain relevant.
Remember, you're just one of many companies competing for attention with your audience! If you put a message out there once, it's unlikely to make an impact.
02 - You need to build trust.
Building on the awareness piece, even those who opt in to receive your marketing messages or hear from you more often (for example following your social media accounts, signing up for your email list, etc), likely won’t be ready to purchase from you immediately.
You're new to them and they're getting to know you!
Focus on building rapport with your audience. Use their language, show up on the platforms they like consuming content on, respond to their comments or questions, empathize with them by letting them know you understand where they’re coming from (and sharing your solution), and tell stories to build a deeper connection.
Repeating your most important messages with clarity, and ensuring they have a good experience with your brand, will help your audience to know if working with you is a good fit.
03 - Things take time.
Once a prospect has a good idea of what your business offers because they’ve seen you show up and offer value time and time again, it’s possible they’ll be ready to make a purchase.
However, even if they’ve made that decision, it doesn’t mean they can or will buy right away.
Between adding your offer into their budget and saving up for it, finding time to schedule a call with you or scheduling the use of the product or offer into their calendar, things take time!
Consider your own purchasing habits if you find yourself getting impatient. Chances are you’ve known about certain products or coaches long before you felt comfortable investing in them, and it’s up to you to offer your audience that same grace period.
As you’re waiting, continue to show up and serve to keep that sense of trust with potential prospects.
04 - Things change.
Today may not be the time someone in your audience needs you or the support you offer, but 3, 6, or 12 months from today things could change and your services or product might be exactly what they need.
You never know what your audience is going through, or how close they are to reaching out or making the purchase!
05 - You need to stay front-of-mind.
You need to stay front-of-mind for your audience.
Even if someone plans on purchasing from you, they might forget or get side-tracked on their way to make the purchase.
Content that continues to speak to your audience where they’re at will help jog their memory and remind them why they want to purchase from you.
Don’t be afraid of repetition
Between audiences potentially having shorter attention spans nowadays, and the higher numbers of interactions needed to build trust with your audience, there is no reason to fear content creation or repetition (aka content repurposing).
Creating more opportunities for your audience to have repeated exposure to your business is only going to support you in creating an aligned community of prospects who are excited about purchasing – whether that purchase occurs today or down the road.