Summary

The article emphasizes the importance of repeatedly presenting your product or message at least seven times to ensure it resonates with your audience and leads to conversions.

Abstract

The concept of a "magic number" in writing, particularly the number seven, is highlighted as a key to successful marketing and business communication. This idea is based on the premise that it takes an average of seven exposures to a product before a consumer decides to purchase. The article, referencing insights from Jay Clouse, suggests that frequent repetition of your message is crucial due to the constant barrage of information that people filter out. Even your most dedicated followers may miss content, so repetition is essential for engagement and sales. The article also reassures content creators that audiences generally do not find such repetition annoying, as most people are not keeping track of how often a message is shared. The takeaway is that writers, solopreneurs, and business owners should consistently communicate their core messages and offerings to their audiences without fear of over-repetition.

Opinions

The author, David McIlroy, believes that the number seven has significant importance in writing and marketing, suggesting that this number of exposures is necessary for a message to be effective.
Jay Clouse's opinion is cited, emphasizing that repeated exposure to a product or message is critical for sales, as people need to encounter it multiple times before making a purchase.
The article posits that even though individuals are exposed to a vast amount of information, they often do not notice repetition in marketing, implying that content creators should not be deterred by the fear of repeating themselves.
The author suggests that adhering to Miller's Law, which states that the average person can hold only 7 (plus or minus 2) items in their working memory, can enhance the effectiveness of content by structuring messages around this number.
It is implied that content creators and business owners are likely not repeating their messages as much as they should, and that increasing the frequency of communication about their products or services is beneficial.
The article encourages writers and solopreneurs to consistently share their knowledge and promote their offerings without hesitation, as this is key to audience engagement and business growth.

There’s a Magic Number in Writing (and You Should Use It Often)

Hey presto!

When I was growing up, 4 was my favourite number.

Don’t ask me why. It had no special significance, no story behind it.

For some reason, I just really liked the number 4.

(Child David was a weirdo. Adult David probably isn’t much better).

There is, however, a number that seems to hold a great deal of significance, especially in terms of writing, marketing and business.

The magic number

I read this recently in a newsletter edition by Jay Clouse, an online creator who really knows his stuff (it’s a long-ish quote but worth sharing):

“The data says, on average, it takes seven touchpoints for someone to purchase something new. That means the average person has to HEAR or think about your product seven times before they buy. And that’s the average! So, for a lot of people, it takes even longer.

The more you talk about your products, the more you will sell.

We are assaulted with so much information — all the time — that we filter most of it out. WHEN we receive the information…WHERE we are when we receive the information…it all dictates HOW we receive it.

Often, we aren’t in the headspace to truly receive it.

As a result, even your biggest fans won’t see everything you put out. By not repeating yourself or repeatedly talking about your products, you actually rob people of the opportunity to engage with them.

So I’ll say it again: The more you talk about your products, the more you will sell.”

It’s pretty self-explanatory.

Talking more about your product, brand or service = more sales.

Even the process of explaining what you’ve learned as a writer needs to be done consistently. You may need to share the same lesson at least 7 times before the message gets through to your audience.

Heck, even using the number 7 in your content (as part of your headline, 7 teachable points, etc) likely has some impact on the effectiveness of your message.

After all, Miller’s Law states that, “The average person can only keep 7 (plus or minus 2) items in their working memory.”

No-one’s keeping count

But David, won’t that amount of repetition annoy my readers?

Jay doesn’t think so:

“Most of us still don’t talk about our products enough. And the only reason we don’t talk about our products more is our perfect awareness of how many times we’ve “pitched” them already.

But it’s simply not true. It’s made up.

Not only are we not upset that you’re talking about your thing again — we didn’t even notice!

No one is keeping count.”

The lesson here is simple: if you know something worth saying, keep saying it.

Writers, keep sharing what you’ve learned about your craft, even if you know you’ve shared it before.
Solopreneurs, keep sharing your message and teach others what you know to be true about one-person business models.
Business owners, keep plugging your offer. Tell your audience what you can do for them, and why they need to invest in it sooner rather than later.

The minimum threshold

7 times might seem like a lot, but it’s really the minimum you need to shoot for if you want your message to get across to your audience.

Don’t slow down until you start to see some response.

And don’t ever stop.

How often do you share the same message with your audience?

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