Rule of 7: Returns on Repetition
Sep 30, 2015One key to effective campaigning is repetition.
Far too many campaigns think that if they have knocked on someone’s door once, called a voter a couple times, run one radio or newspaper ad and sent a mail piece they have done enough to win.
As I’ve said before, what does it take to win an election? More than you think.
My belief that repetition is important isn’t just my belief, it’s a proven fact.
When it comes to getting people to act or change their habits, I look to the professionals.
For ages, the marketing and business world has had the “Rule of Seven.”
The Rule of Seven states that it typically takes at least seven touches or impressions to make a sale.
And data bares that out. In fact, over 80% of sales are made after seven points of contact with a customer.
Clearly, the example I mentioned at the beginning of this article doesn’t meet the threshold of the Rule of Seven and also doesn’t account for the fact that competition exists, too.
The Rule of Seven is focused on the business world where your business may be focused on a customer that another business isn’t as interested in.
In politics and campaigns, the target universe is defined and competition for voters’ attention is fierce. You need to make an impression.
If you live in the Eastern US, it’s quite possible that you’ve made the family pilgrimage to Florida along Interstate 95.
I did the obligatory family road trip with my family about 25 years ago. As you head south through North Carolina, you see billboard after billboard promoting tourist trap South of the Border.
With each impression, your intrigue grows.
Along the highway, you think it’s the only thing you see. Without realizing it, you’ve made this your food and knick-knack stop in the middle of the afternoon.
The food is mediocre and the gifts are tacky but you couldn’t help but stop.
What was their secret?
They have 250 unique billboards that draw you to that one location. They reportedly spend $40 million on advertising to promote their unique dining, lodging and shopping experience.
You’re bombarded with imagery every mile and you think that you need to see what this is all about.
That’s why repetition works.
In politics, you have to get voters’ attention and give them a message of value, too. After all, it’s not about you. It’s about the voters.
Breaking through is critical but it takes time, effort, and repetition.
When you’re deciding whether your campaign should do something, ask yourself if you’re going to be able to do enough of it to even be noticed by the average voter.
This needs to be part of your plans. For example, are you going to send direct mail pieces? You need to plan to send enough mail to breakthrough. Remember the Rule of Seven and plan accordingly. If you can’t send enough mail to breakthrough, then you need to look at other tools to communicate your message.
If you can repeat your compelling message to the voters that need to hear it enough, you’ll be successful at the ballot box.
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