Why 1 touch is better than 7

by Daniel Batten on March 11, 2010

Have you noticed that after a holiday, you come back with a whole lot of new ideas?

You also find you are clearer about what you want to do more of and less of in your life? A holiday represents a time to pause and reflect on what’s working and what’s not: what we want to continue and what we want to let go of.

As we enter the 2nd decade of the new millenium, it is a great time to pause and reflect on what things we may be doing that no longer serve us.

I recently reflected on what beliefs and paradigms either no longer serve us, or need serious updating in business. Here’s the resulting conclusion: The 7-touch rule is dead!

The 7-touch rule is the marketers rule that you need to interrupt someone 7 times with your message before they are likely to buy your product. In fact, I’ve even heard some commentators say that this is as high as 13 now because people are so inundated with information.

I simply don’t believe either statement. Firsty, because it is premised on the idea of interrupting someone and bludgeoning their subconscious mind into submission through repitition. I don’t believe this works any more. The slow death-march of television advertising effectiveness is proving this.

What I think we need more than ever before is the one-touch rule. In a world where there is more electronic communication than ever, someone who is able to truly engage, relate, inspire and solve problems for people one-on-one is as welcome as a glass of cool water in a desert.

Goodbye seven-touch rule. Welcome back real human-to-human connection.

You can short-circuit off of the “touches” by learning how to leverage yourself through becoming an authentic influencer.

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