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Know this: You need to do consistent marketing. That\u2019s absolutely critical, because\u2026.<\/p>\n
According to the Rule of 7, it can take as many as 7 exposures to an idea for a customer to be primed enough to respond to it. (See, consistency!)<\/p>\n
In other words, you need to get in front of your customers 7 times before they're going to give you the maximum response rate to your idea. <\/p>\n
If you're trying to get sellers to call you with direct mail, you must mail to them 7 times.1 time with 1 message just isn\u2019t going to cut it.<\/p>\n
It should be 7 times with 7 messages to increase your response rates and the number of leads.<\/p>\n
How the Rule of 7 works<\/strong><\/h2>\nLet's say you send out a postcard as Piece #1:<\/strong><\/p>\n\n- compelling marketing message<\/li>\n
- calls to action<\/li>\n
- incorporated the ability for sellers to text you to your business phone number<\/li>\n
- your website is included<\/li>\n
- full color<\/li>\n<\/ul>\n
It looks fantastic.<\/p>\n
And it was ignored. No calls. No texts. No leads.<\/p>\n
Piece #2 is a letter:<\/strong><\/p>\n\n- written perfectly<\/li>\n
- looks amazing<\/li>\n<\/ul>\n
It, too, is tossed right into the recycle bin.<\/p>\n
Piece #3 is a new postcard:<\/strong><\/p>\n\n- it went out a couple weeks after your 1st postcard\n
\n- postcards have a 100% \u201copen rate\u201d b\/c there\u2019s no envelope <\/li>\n<\/ul>\n<\/li>\n
- your message is at the top<\/li>\n
- you get lucky \u2014 your postcard happens to be laying on the top of the mail pile<\/li>\n
- seller is interested, they want to respond\u2026 they walk in their house and hear their kids are screaming and crying\u2026 they throw the mail in the air running to take care of their kids<\/li>\n
- when all is well, the seller, who\u2019s now flustered and distracted, gets back to the mail, grabbing a bill and getting rid of the rest<\/li>\n<\/ul>\n
Boo.<\/p>\n
So, move on to Piece #4, a yellow letter<\/strong>:<\/p>\n\n- it's handwritten<\/li>\n
- it looks awesome<\/li>\n
- it\u2019s totally different than the other 3 pieces<\/li>\n
- but, the seller thinks all the mail is trash and tosses it all into recycle<\/li>\n<\/ul>\n
Here comes Piece #5, another postcard<\/strong>: <\/p>\n\n- again, it catches the seller's attention<\/li>\n
- they sit down at their desk, w\/the postcard in front of them and check out your website <\/li>\n
- then the seller gets a call from grandma and has to deal with a family emergency<\/li>\n
- they forgot about the postcard \u2014 it\u2019s either in a messy pile on their desk, on the floor, or who knows<\/li>\n<\/ul>\n
Piece #6, a letter:<\/strong><\/p>\n\n- Bummertown, the letter goes to the wrong mailbox, then it\u2019s trashed<\/li>\n<\/ul>\n
Here you are with #7, another postcard<\/strong>:<\/p>\n\n- the seller sees it<\/li>\n
- they go straight to their computer, call or text you<\/li>\n<\/ul>\n
Finally! You have a response. A seller has reached out and they\u2019re motivated. Happy dance.<\/p>\n
But here\u2019s the thing\u2026<\/p>\n
As investors\/marketers, we never know which one of those 7 steps is the one that gets a seller to respond. <\/p>\n
Consider this, when postcard #3 arrived, had the seller not had to deal with crying kids, maybe she\u2019d have responded to the postcard. We just don\u2019t know.<\/p>\n
Since we never know which of the 7 pieces is going to be the one to illicit a response, we must work 7 \u201ctouches\u201d into our marketing philosophy.<\/p>\n
When my VAs (virtual assistants) are cold calling sellers, they\u2019re calling 7 different instances. And we\u2019ll change it up: they\u2019ll call in the morning, at night, try a weekday, a weekend, and so on.<\/p>\n
However it\u2019s done, you need to reach out at least 7 times.<\/strong><\/h2>\nNow, here\u2019s how to apply this to your business\u2026 <\/p>\n
Rather than send 1 piece to a motivated seller list of 700, send 7 pieces to a list of 100. Because 100 sellers are way more likely to give you more responses than 700 sellers when you consider the Rule of 7. <\/p>\n
And, it costs you the same amount of money \u2014 sending a postcard to 100 people 7 times is the same amount of money as sending a postcard to 700 people 1 time. But you'll get a much higher response rate if you go to 100 people 7 times, because you're following the Rule of 7 principle. <\/p>\n
You turn up the volume, so to speak, with repeat touches. <\/p>\n
Think about a competition show \u2014 how many times does the camera pan to the judges who have big ole Coca-Cola cups? Not just once, right? Multiple times. And then it cuts to a Coke commercial. The next day, you're reading a magazine and there's a Coca-Cola ad. A week later, you're driving down the road and see a billboard for Coca-Cola. It\u2019s the same thing! <\/p>\n
Coke is getting in front of you multiple times, regularly and consistently. <\/p>\n
So when you\u2019re primed, you\u2019re thinking of Coca-Cola.<\/p>\n
Final note\u2026<\/strong><\/h2>\nWhen we talk about the Rule of 7, we have to understand that not every postcard or letter or call is going to create a deal. <\/p>\n
But if we're not sending postcards regularly and consistently\u2026 if we're not making phone calls regularly and consistently\u2026 if we're not handing out business cards regularly and consistently\u2026 if we're not driving around our areas with our car magnets, regularly and consistently\u2026 if we're not doing billboards or bandit signs regularly and consistently \u2014 then we're not going to create deals.<\/p>\n
If you're not consistent, you're nonexistent. Be consistent if you want to see results. <\/p>\n
So, if you stay consistent, you will find success with the Rule of 7.<\/p>\n
I suggest you apply that rule to your business asap\u2026 and watch your deals soar.<\/p>\n
You got this,
Cam<\/p>","protected":false},"excerpt":{"rendered":"
Cam Dunlap here with a post that\u2019s packed with actionable info, so let\u2019s get right to it. If you’re having trouble with your marketing\u2026 if you’re not getting the results you expect\u2026 if you’re struggling to get the number of leads you want \u2014 then you need to learn about the Rule of 7. Let […]<\/p>\n
- \n
- compelling marketing message<\/li>\n
- calls to action<\/li>\n
- incorporated the ability for sellers to text you to your business phone number<\/li>\n
- your website is included<\/li>\n
- full color<\/li>\n<\/ul>\n
It looks fantastic.<\/p>\n
And it was ignored. No calls. No texts. No leads.<\/p>\n
Piece #2 is a letter:<\/strong><\/p>\n
- \n
- written perfectly<\/li>\n
- looks amazing<\/li>\n<\/ul>\n
It, too, is tossed right into the recycle bin.<\/p>\n
Piece #3 is a new postcard:<\/strong><\/p>\n
- \n
- it went out a couple weeks after your 1st postcard\n
- \n
- postcards have a 100% \u201copen rate\u201d b\/c there\u2019s no envelope <\/li>\n<\/ul>\n<\/li>\n
- your message is at the top<\/li>\n
- you get lucky \u2014 your postcard happens to be laying on the top of the mail pile<\/li>\n
- seller is interested, they want to respond\u2026 they walk in their house and hear their kids are screaming and crying\u2026 they throw the mail in the air running to take care of their kids<\/li>\n
- when all is well, the seller, who\u2019s now flustered and distracted, gets back to the mail, grabbing a bill and getting rid of the rest<\/li>\n<\/ul>\n
Boo.<\/p>\n
So, move on to Piece #4, a yellow letter<\/strong>:<\/p>\n
- \n
- it's handwritten<\/li>\n
- it looks awesome<\/li>\n
- it\u2019s totally different than the other 3 pieces<\/li>\n
- but, the seller thinks all the mail is trash and tosses it all into recycle<\/li>\n<\/ul>\n
Here comes Piece #5, another postcard<\/strong>: <\/p>\n
- \n
- again, it catches the seller's attention<\/li>\n
- they sit down at their desk, w\/the postcard in front of them and check out your website <\/li>\n
- then the seller gets a call from grandma and has to deal with a family emergency<\/li>\n
- they forgot about the postcard \u2014 it\u2019s either in a messy pile on their desk, on the floor, or who knows<\/li>\n<\/ul>\n
Piece #6, a letter:<\/strong><\/p>\n
- \n
- Bummertown, the letter goes to the wrong mailbox, then it\u2019s trashed<\/li>\n<\/ul>\n
Here you are with #7, another postcard<\/strong>:<\/p>\n
- \n
- the seller sees it<\/li>\n
- they go straight to their computer, call or text you<\/li>\n<\/ul>\n
Finally! You have a response. A seller has reached out and they\u2019re motivated. Happy dance.<\/p>\n
But here\u2019s the thing\u2026<\/p>\n
As investors\/marketers, we never know which one of those 7 steps is the one that gets a seller to respond. <\/p>\n
Consider this, when postcard #3 arrived, had the seller not had to deal with crying kids, maybe she\u2019d have responded to the postcard. We just don\u2019t know.<\/p>\n
Since we never know which of the 7 pieces is going to be the one to illicit a response, we must work 7 \u201ctouches\u201d into our marketing philosophy.<\/p>\n
When my VAs (virtual assistants) are cold calling sellers, they\u2019re calling 7 different instances. And we\u2019ll change it up: they\u2019ll call in the morning, at night, try a weekday, a weekend, and so on.<\/p>\n
However it\u2019s done, you need to reach out at least 7 times.<\/strong><\/h2>\n
Now, here\u2019s how to apply this to your business\u2026 <\/p>\n
Rather than send 1 piece to a motivated seller list of 700, send 7 pieces to a list of 100. Because 100 sellers are way more likely to give you more responses than 700 sellers when you consider the Rule of 7. <\/p>\n
And, it costs you the same amount of money \u2014 sending a postcard to 100 people 7 times is the same amount of money as sending a postcard to 700 people 1 time. But you'll get a much higher response rate if you go to 100 people 7 times, because you're following the Rule of 7 principle. <\/p>\n
You turn up the volume, so to speak, with repeat touches. <\/p>\n
Think about a competition show \u2014 how many times does the camera pan to the judges who have big ole Coca-Cola cups? Not just once, right? Multiple times. And then it cuts to a Coke commercial. The next day, you're reading a magazine and there's a Coca-Cola ad. A week later, you're driving down the road and see a billboard for Coca-Cola. It\u2019s the same thing! <\/p>\n
Coke is getting in front of you multiple times, regularly and consistently. <\/p>\n
So when you\u2019re primed, you\u2019re thinking of Coca-Cola.<\/p>\n
Final note\u2026<\/strong><\/h2>\n
When we talk about the Rule of 7, we have to understand that not every postcard or letter or call is going to create a deal. <\/p>\n
But if we're not sending postcards regularly and consistently\u2026 if we're not making phone calls regularly and consistently\u2026 if we're not handing out business cards regularly and consistently\u2026 if we're not driving around our areas with our car magnets, regularly and consistently\u2026 if we're not doing billboards or bandit signs regularly and consistently \u2014 then we're not going to create deals.<\/p>\n
If you're not consistent, you're nonexistent. Be consistent if you want to see results. <\/p>\n
So, if you stay consistent, you will find success with the Rule of 7.<\/p>\n
I suggest you apply that rule to your business asap\u2026 and watch your deals soar.<\/p>\n
You got this,
Cam<\/p>","protected":false},"excerpt":{"rendered":"Cam Dunlap here with a post that\u2019s packed with actionable info, so let\u2019s get right to it. If you’re having trouble with your marketing\u2026 if you’re not getting the results you expect\u2026 if you’re struggling to get the number of leads you want \u2014 then you need to learn about the Rule of 7. Let […]<\/p>\n
- Bummertown, the letter goes to the wrong mailbox, then it\u2019s trashed<\/li>\n<\/ul>\n
- it went out a couple weeks after your 1st postcard\n