A Magic Number for Writing Sales Letters. by Matthew Cobb
When I write sales letters for my clients, one rule I always start with is The Rule of 7.
I learned about The Rule of 7 from one of my good friends who once ran for political office. In his campaign, he made certain that his name appeared seven times in all of his radio spots.
Why? Because thats generally the number of times required before a name magically sticks in the mind of a prospect. The Rule of 7 is often used in radio and television advertising. But this isnt an isolated occurrencethe number seven seems to be a bit magical in other areas, like prospecting and linguistics.
Do you know the average number of times experts say you need to make contact with a prospect before they will be ready to commit?
Seven.
Can you guess how many times linguists say a person must use a word before it becomes a true part of their vocabulary?
Thats rightseven.
This magic is the reason I try to repeat my clients product name or business name seven times in the sales letters I write for them.
The truth is, were not really talking about magic, here. Its really about generating recognition for a name or a concept. Its about embedding something in a prospects subconscious mind. Its about branding. I use The Rule of 7 to write sales letters, but the idea can be applied to other areas of marketing, too.
Every person and every thing has an identityand branding is about more than just a logo. A brand identity is about who you are, what you offer and the benefits of choosing you over the competition. The name you choose to operate underwhether your personal name, your business name, your product name, or your website addressis a link to all of that information. Repetition, which is what makes The Rule of 7 work, strengthens the recognition and recollection of your brand.
Now, all the experts may come back later and say that seven isnt the right number after all. Its nine. Or its five. Or its eight-point-three. But it doesnt really matter, does it? Seven works well as a general rule. (Besides, it is a lucky number.)
Of course, I know that fulfilling The Rule of 7 is no guarantee a prospect will accept an offer. But I know using the rule increases the chance that a prospect will see my name or the name of one of my websites and think, Oh, yeah, I remember Seductive Sales Letters or I remember Matthew Cobb. Recognition and recollectionthats what The Rule of 7 is all about.
One word of warning, though. Just because seven times is good doesnt mean that seventy times is even better. Repeating the same name over and over again can grow annoying and cause prospects to quit reading. And then, you may not even be able to fulfill The Rule of 1.
About the Author
Matthew Cobb is an independent copywriter/consultant.
He can be reached at contact@cobbwriting.com or
by visiting www.cobbwriting.com, where you can sign
up for his monthly e-pub, The Copy and Content Clinic.
posted by Thomas Telford @ 5:39 PM
