The trick of driving traffic to your site is not to aim for sales. (That is, unless your brand is fully established.)

Which is why there’s a saying in marketing: “The fortune is in the follow up”..

Companies who want to reach their full potential, and outsmart competitors understand the importance of maintaining a permanent presence in the lives of clients in which the follow up keeps on giving until the customer gives back.

Your goal is to establish the kind of two-way relationship that warms up newbies into best pals.

But to do that,

You have to ‘follow’ your customers and be in all the places they frequent.

Which brings me to ‘The Marketing Rule of 7’.

This sage relationship marketing law states that a prospect needs to “hear” your message at least 7 times before raw newbies begin to soften up into friends and finally take action to buy your services.

Google even suggests it could be as high as 11!

Whatever the real figure, this is of course all based on something obvious: Trust.

Know, Like and Trust

In order for someone new to trust you, they have to think that because you’re in all the right places, other people must trust you too.

Now just to prove this point,

I want to share with you an amazing story.

Something to this day I’ll never forget.

Meet ‘Whisky the Formidable Fox.’

Every Monday morning, I head off for a cobweb blowing walk around Greenwich cemetery –

Yep, I know that kinda sounds creepy but I do get to enjoy a stellar view of the city.

And believe me, seeing lots of gravestones first thing is a great motivator to getting things done.

Now if you know anything about foxes, you probably know they’re a timid bunch.

As soon as you spot you one — if they clock you — they’re off like a bullet.

But after seeing me a few times, this one fox started to get used to my presence.

Of course he still kept a wary distance.

He’s a fox right?

But it got me thinking about the Marketing Rule of 7.

What if I decided hit the cemetery circuit 7 days a week?

Would it earn me some trust with my new friend?

I decided to give it a shot.

A few weeks went by and zip.

Other than a prolonged stare in my general direction, he just went about his day.

I kinda concluded that foxes didn't buy into the “rule of 7’

But as I was about to give up using my marketing skills — with a fox — one day something amazing happened ..

The takeaway here of course is obvious.

What we see everyday begins to become the everyday.

Become non threatening.

Even reassuringly familiar.

And as a brand, that’s your goal.

Forget trying to take customers from “how you doin?” to “let’s have children” in the blink of an eye.

Focus on the pleasantries.

On chit chat and rapport building.

On empathising, courting, wooing.

Focus on telling a brand story that sells itself.

In other words, build relationships online in the same way that you build relationships in the real world.

And remember, people buy from people.

Words still sell things.

And relationships are two way.

Every interaction you have with your potential clients, however minuscule, provides a golden opportunity for you to get to know them — and vice versa.

But how can we use it?

Let's say someone visits your website but doesn't contact you.

Normally you’d lose them, right?

But let’s place them in what’s known as a lost visitor audience.

And then hit these folks up with follow up Ads on Social Media.

(But not quite the type of annoying Ads you’ll probably be thinking ..)

See, you can place some simple Javascript code to anonymously ‘follow’ your audience all over the web.

It’s unnoticeable to your site visitors and won’t affect your site’s performance.

So the next time they’re scrolling through their Facebook or Instagram feed you can re-engage with them with a mini series of sequential social media posts delivered over a period of time.

And every-time they encounter you on social media, guess what?

You’ve just ticked off one more memorable moment (of 7 or 11).

But it doesn't quite end there.

Even if they don't visit your site, but they do interact with your posts on social media, they’ll be placed into that visitor audience too.

And if you want to get really adventurous, coupled with smart email and messenger marketing automation, you can build more memorable content-driven moments than your competitors could even wish for.

Think of it as customer relationship building through marketing automation.

So ask yourself:

  1. What does your client need to believe before he or she will purchase your product or service?
  2. What advice do you need to give them before you'd try and sell them something?

Each piece you create should solve one of your prospects most burning problems or lead them to discover new opportunities.

So when everyone else is advertising services you’ll be advertising value instead.

Answer thing like:

  1. What problems are keeping them up at night?
  2. What frequently asked questions do they have?
  3. What opportunities are they unaware of?
  4. What misconceptions do they have?
  5. What are the biggest obstacles to achieving their goals?
  6. What are the biggest obstacles to achieving their goals?

Then create a post, email or message that speaks directly to that.

It’s ridiculously awesome and if you ‘get’ the Rule of 7, you’d be crazy to ignore it.

And stumbling once on your website won’t deliver that.

It's just not designed to!

Anyhoo ..

That's it for today.

Next up:

It’s time to learn The Artful Science of telling (selling) a great brand story and adding this to your toolkit ..

Watch The Case Study ..

Yours for those blockbuster breakthroughs,

Stephen

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