Ever feel like you’re shouting into the internet abyss with your marketing efforts? You’ve set up social media accounts, slapped a bow on your email campaigns, and maybe even thrown together some Facebook ads. But instead of customers beating down your digital door, you’re greeted with… crickets. Annoying, chirpy crickets.
Well, here’s the thing—not everyone’s going to fall head over heels for your brand the first time they see it. Or the second. Or even the third. Because, spoiler alert, people need to see you not once, not twice, but approximately seven times before they decide to trust you—or even remember who the heck you are.
This, my dear marketers and business owners, is called the 7 Touchpoints Rule. It’s a principle so crucial to effective marketing that ignoring it can leave your business tucked under the proverbial blanket of obscurity.
Want to know why it works and how to put it into action? Buckle up, because we’re about to break it down—with just a slight nod to socks because, well, why not?
What Is the 7 Touchpoints Rule?
Imagine this scenario. You’re at a party (remember those?) and meet someone new. Ten seconds in, they’re pitching themselves as your new BFF. “Meet my dog, agree to brunch this weekend, and lend me your Netflix password,” they say. Overwhelming, right?
That’s how your potential customers feel when you try to sell to them after a single ad or email. People don’t immediately trust you just because you’ve flashed your brand name once or twice. They need multiple interactions—or touchpoints—with your brand to build familiarity and confidence.
Seven has become the magic number in marketing because, historically, it takes that many positive interactions for someone to think, “Hmm, maybe I should give this brand a shot.” Think of it as the courtship phase before your business and your audience go steady. Romantic, isn’t it?
The Anatomy of a Touchpoint
Touchpoints are any moment when a customer interacts with your brand. They’re those little breadcrumbs that lead someone from “never heard of you” to “you’re all I can talk about at brunch.” A few examples include:
- Social media posts: That Instagram Reel of unboxing cozy custom socks? Yup, count it.
- Website visits: Where someone sees your beautifully crafted homepage and thinks, “Oh, they’re legit.”
- Email campaigns: Like when you perfectly time an email with “Still Thinking About Those Socks?” right after they abandoned their cart.
- Packaging: Even the box your product comes in is a branding touchpoint. (Did you know people are more likely to post photos of stuff shipped in cool packaging?)
The more creative and cohesive your touchpoints, the better the chances of someone remembering you and taking action.
Why Do People Need to See You Again (and Again)?
1. We’re Natural Forgetters
Humans have the memory of a goldfish when scrolling through their phones (no offense, goldfish). According to studies, people forget over 90% of digital content within the first week! If your brand doesn’t stick like peanut butter on toast, people won’t remember you.
2. Trust Takes Time
Would you trust a stranger who shows up at your door asking for money? (If your answer is “yes,” we need to have a talk.) Customers won’t hand over their hard-earned cash to someone they’ve never or barely seen. Repeated touchpoints build reassurance.
3. It’s a Loud World Out There
Think about it. Your customers are bombarded with thousands of ads, emails, and push notifications every day. One tiny Facebook ad from you is like whispering in a crowded nightclub. You’ve got to show up consistently—and creatively—if you want to be noticed.
How to Implement the 7 Touchpoints Rule
You’re sold on the idea, but where do you start? Don’t worry; we’ve rounded up seven touchpoints to get you started:
1. Rock Your Social Media Game
Social media is where modern marketing magic happens. Post regularly, engage with comments, and don’t be afraid to show your personality. Share a behind-the-scenes look at how you design your quirky, custom socks or run polls like, “Argyle or stripes—what’s superior?”
2. Hook Them with Emails
Email’s not dead; it’s thriving. Create campaigns that provide value, like “How to Keep Your Socks Softer for Longer” or “5 Coffee Pairings for a Cozy Sock Sunday.” People love smart, creative emails—and those who open them are already engaged.
3. Optimize Your Website
Your website needs to be more than a digital business card. Make it a place people love visiting—add helpful blog posts, easy navigation, and gorgeous product photos. And for heaven’s sake, don’t forget to optimize it for mobile. Nobody likes zooming in on their phone like it’s the year 2010.
4. Retarget Lost Shoppers
Here’s where Facebook and Google ads shine brightest. Retarget people who visited your website but didn’t buy—because your “Don’t Get Cold Feet on These Socks!” ad might be the nudge they need.
5. Stand Out with Packaging
Packaging is a sneakily effective touchpoint. Add a handwritten thank-you note, quirky designs, or even a QR code linking to a funny “How We Packed Your Order” video. Customers love little extras—and they’ll remember you for it.
6. Partner with Influencers
Influencers are the modern word-of-mouth marketers. Find ones who align with your brand and send them your product to showcase. A glowing Instagram Story featuring your product is basically a stamp of approval.
7. Encourage Word-of-Mouth
Create brand advocates by softening the blow of referral discounts. Got someone who loves your socks? Offer them a deal like, “Bring a Friend, Get a Pair Free!” It’s like a two-for-one marketing punch.
Why Consistency Is Key
Here’s the most important thing about the 7 Touchpoints Rule—it only works when you’re consistent. Everything from your tone of voice to your visuals needs to scream (or maybe politely announce), “This is us!” across every single touchpoint. If your Instagram looks edgy, but your emails read like an insurance manual… yikes.
Think of it like a well-coordinated outfit. Mixing polka dots, leopard print, and neon stripes is confusing (unless you’re a fashion rebel). Your branding elements should complement one another, building recognition and trust over time.
Don’t Leave Customers Hanging—Wrap Them in an Experience
When people finally hit that seventh touchpoint, you want them to feel like they’ve discovered the one. Whether it’s your warm email tone, hilarious Instagram captions, or impossibly soft socks—they need to think, “I want more of this.”
If you’re reading this and thinking, “Well, I guess I need a strategy now,” good news. Whether you’re a coffee brand, a sock maker, or something in between, the 7 Touchpoints Rule applies to every business. Start building those memorable interactions today—you might just find your customers falling for your brand at touchpoint six.
And if you need custom socks to take your branded touchpoints up a notch, we know someone who can help (spoiler alert—it’s us).
