Marketing’s Rule of 7

Boost Your Skilled Trade Business

What is the Rule of 7 in Marketing?

If you’re running a plumbing business, electrical service, or any other skilled trade, you’ve probably wondered how to get more customers to choose your services. Enter the Rule of 7 – a marketing principle that suggests potential customers need to see or hear your marketing message at least seven times before they’re likely to hire you. This concept is especially relevant in the trades, where trust and reliability are paramount.

Why the Rule of 7 Matters for Your Trade Business

In today’s digital age, your potential customers are bombarded with ads for everything from new tools to competing services. The American Marketing Association reports that the average person encounters between 4,000 to 10,000 ads per day. Quite honestly, that number is likely pure bullshit, but if you pay attention to all the vehicle wraps, building signage, social media sponsored content, product placement in media, and the crap that pops up on your phone while you’re playing Candy Crush, maybe it’s not so far off the mark? Wha is a fact, is that there’s a lot of competition for your brand’s eyeballs, and a lot of noise to cut through when you’re trying to promote your plumbing, carpentry or home services business!

Pro Tip: While 7 exposures is a good target, the actual number can vary. A complex service like a full home rewiring job might require more touch-points than a simple light switch repair job. Use your customer relationship management (CRM) system to track how many interactions it typically takes before a lead turns into a paying customer.

Implementing the Rule of 7 in Your Trade Business Marketing

In today’s competitive market, relying solely on word-of-mouth isn’t enough to ensure sustained growth for your business. While personal referrals can be powerful, diversifying your marketing channels is essential to reaching a broader audience and increasing your customer base. By utilizing a mix of online and offline strategies, including social media, email campaigns, content marketing, and local advertising, you can effectively connect with potential customers where they are most active. Expanding your marketing efforts across multiple platforms not only enhances your visibility but also creates a more resilient and adaptable marketing strategy that can weather changes in consumer behaviour.

Diversify Your Marketing Channels — Don’t just rely on word-of-mouth. Use a mix of channels to reach potential customers:

  • Social media (Facebook, Instagram for before/after photos of your work)
  • Local business directories (Google My Business, Yelp)
  • Content marketing (how-to videos, maintenance tips blog posts)
  • Paid advertising (local search ads, Facebook ads targeting homeowners)
  • Traditional media (local newspapers, radio spots during home improvement shows)

Create Consistent Branding — Ensure your logo, company colours, and message are consistent across all platforms. Professional branding helps homeowners remember your business when they need a skilled tradesperson.

Develop a Content Calendar — Plan your marketing messages in advance. For example, promote HVAC tune-ups before summer and winter, or highlight gutter cleaning services in the fall.

Use Retargeting Ads — Show online ads to users who have visited your website but haven’t called for a quote yet.

Leverage Email Marketing — Send regular newsletters with home maintenance tips, special offers, and customer testimonials.

Encourage Customer Reviews — Happy customers are your best advertisers. Encourage them to leave reviews on Google, Yelp, or your Facebook page.

Monitor and Adjust — Regularly check which marketing efforts are bringing in the most leads and adjust your strategy accordingly.

The Impact of the Rule of 7 on Your Trade Business

Understanding how the Rule of 7 affects various metrics can help you fine-tune your marketing:

  • Brand Awareness Repeated exposure increases recognition of your company name and logo. A study by Nielsen found that brand awareness can increase by up to 80% after 7 exposures.
  • Lead Generation Consistent marketing helps keep your business top-of-mind when homeowners need your services. Research by the National Association of Home Builders shows that 88% of consumers trust online reviews as much as personal recommendations.
  • Conversion Rates The Rule of 7 can significantly impact how many leads turn into paying jobs. A report by Salesforce found that it takes 6-8 touches to generate a viable sales lead.
  • Customer Loyalty By staying in touch with past customers, you’re more likely to get repeat business and referrals. According to the Harvard Business Review, increasing customer retention rates by 5% can increase profits by 25% to 95%.

Challenges and Considerations for Trade Businesses

While the Rule of 7 is powerful, there are some challenges to consider:

  • Seasonal Demand: Many trades experience seasonal fluctuations. Adjust your marketing frequency based on peak and off-peak seasons.
  • Emergency Services: For urgent services like emergency plumbing or electrical work, customers may make quicker decisions. Balance your marketing between immediate response ads and long-term brand building.
  • Local Competition: In areas with many competing tradespeople, you might need more than 7 touchpoints to stand out.
  • Budget Constraints: Small trade businesses might have limited marketing budgets. Focus on cost-effective channels that resonate with your local customer base.

Pro Tips for Maximizing the Rule of 7 in Your Trade Business

  • Showcase Your Expertise: Use your marketing touchpoints to demonstrate your skills. Share before-and-after photos of your work, or create short video tutorials on simple home maintenance tasks.
  • Leverage Partnerships: Team up with complementary trades or local hardware stores for cross-promotion opportunities.
  • Offer Seasonal Promotions: Align your marketing messages with seasonal needs, like AC tune-ups in spring or weatherproofing services in fall.
  • Utilize Vehicle Wraps: Turn your work vehicles into moving billboards. A well-designed vehicle wrap can generate thousands of impressions daily.
  • Engage in Community Events: Sponsor local sports teams or participate in home and garden shows to increase visibility in your community.

Conclusion

For skilled trade businesses, the Rule of 7 is more than just a marketing concept – it’s a pathway to building trust and reliability in your community. By consistently reaching out to potential customers through various channels, you’re not just promoting your services; you’re establishing your business as a dependable local resource.

Remember, in the trades, your reputation is everything. Each of those 7 (or more) touch-points is an opportunity to showcase your expertise, reliability, and quality of work. With a well-planned strategy based on the Rule of 7, you’ll be well-positioned to grow your business and become the go-to professional in your trade and area.

Theodore
Who Wrote This?

I did, I'm Kyle Bailey and with over 30 years of successful experience in digital marketing, and enterprise-level brand strategy, I now work with select skilled trade businesses. Most small business owners realize that Marketing is f*cking difficult™ and so I offer an initial 60-minute, no-obligation consultation to showcase my value right from the start. Buying me a coffee at Starbucks or a drink at Cactus is a small investment that can help get your company where you want it to be in the next 5 years.

I can't work with everybody, so If your competition calls first, you're out of luck.