Cameron Herold explains the Rule of 27: because people only notice one out of three exposures, you need 27 impressions to get nine actual views, the threshold for a buying decision. He developed this at 1-800-GOT-JUNK and now uses it across email, Facebook ads, and billboards.
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The reality is we said that people only saw one out of every three things we put in front of them. If we hit them with three emails, they only saw one. If we hit them with three Facebook ads, they only saw one. If we hit them with three billboards, they only saw one. So we had to hit them three times. Nine. We had to hit them 27 times. So they would see it nine times, so they would make a buying decision once. That's the Rule of 27. So years ago, when I was building 1, 800, got junk, and when I was the second in command or the COO at 1, 800, got junk when we created something called the Rule of 27. Now it's even more important today than it even was back then. So here's how the rule works. There used to be a number in marketing that your prospect or a customer had to see one of your bits of advertising nine times before they would make a buying decision. So you had to hit them with flyers and radio ads and TV ads and billboards nine different times for them to then be able to make the emotional decision to to buy your product or buy your services. Okay, so nine times to make a buying decision. Now the reality is we're getting bombarded with marketing. And again, we created this rule 20 years ago, so this number, a rule of 27, might even be higher. The reality is we said that people only saw one out of every three things we put in front of them. If we hit them with three emails, they only saw one. If we hit them with three Facebook ads, they only saw one. If we hit them with three billboards, they only saw one. So we had to hit them three times. Nine. We had to hit them 27 times. So they would see it nine times, so they would make a buying decision once. That's the rule of 27. The reality is, us as CEOs or CEOs of companies, we're probably much more tired of our marketing material than our clients or our prospects are because they're not seeing it enough to get bored of it yet. You see your company website constantly, but your prospect doesn't see it very often as well. It's one of the reasons why I'm a big fan of remarketing ads. In fact, if you've been to the CEO alliance website, or the Invest in your leaders website, or the Op Spot or my Cameron Herald website, if you've been to any of those four websites, you're now getting hit with ads over the next six months that reinforce the CEO alliance. My second in Command podcast, the Second in Command book. You're seeing all of those impressions for free because I know you're not going to necessarily click on the ads, but if I can hit you 27 times. That's why you end up coming around to 20, joining the group coaching program, or getting your people into the Invest in your leaders course, or signing up your COO to the CO alliance, et cetera. It's the rule of 27. Hit them 27 times, they'll see it nine times, they'll make the buying decision once. So don't stop now. Click here. There's more great videos that you can keep learning from, and together we're unlocking amazing leadership lessons together.
