We've all experienced it. A jingle from a commercial suddenly pops into your head, seemingly out of nowhere. Maybe it's for a product you haven't thought about in years, yet the tune and even some of the words are crystal clear. Why is that?
In the world of advertising, there's a concept known as the "Rule of 7." It's a rule of thumb that suggests a person needs to encounter an advertisement roughly seven times before it truly starts to stick. Think about it – in our busy lives, an ad flashing by once or twice is easily lost in the noise.
But this "Rule of 7" isn't just some arbitrary number. It actually breaks down the journey of how something moves from being unnoticed to becoming memorable, and even persuasive:
1-4 Views: Just a Whisper. At this stage, the ad is barely a blip on the radar. You might register seeing something, but it's easily dismissed, like a faint whisper in a crowded room.
5th View: Ears Perk Up. Now, something changes. On the fifth encounter, you actually read the ad. You're no longer just visually aware, but your attention is caught for a moment.
6-8 Views: A Nagging Tune. Here's where it can get interesting, and maybe a little uncomfortable. The ad starts to feel… repetitive. Perhaps even a bit annoying. But think about a catchy tune – even if you don't love it, it starts to get stuck in your head.
9th View: Is There Something More? The repetition has done its work. You begin to wonder. Is there something to this ad that keeps popping up? Curiosity is piqued.
10-12 Views: Casual Consideration. The product or service enters your casual thoughts. You might find yourself thinking about it idly, in the background of your day.
13th View: Value Proposition. Suddenly, something shifts. Through repeated exposure, the product or service starts to seem… valuable. You begin to understand its potential benefit to you.
14-19 Views: Considering the Leap. The idea of making a purchase becomes real. You're weighing the pros and cons, actually considering taking action.
20th View: Sold. At this point, for many, the cumulative effect of repeated exposure leads to conversion. The message has been delivered, understood, and acted upon.
Of course, these stages are just guidelines. Life, and human memory, is rarely so neatly compartmentalized. But the underlying principle is powerful: repetition is key to remembrance.
And this isn't just about advertising. Think about storytelling.
Consider a well-crafted short story. Writers often use repetition to emphasize themes, to highlight character traits, or to build the rhythm of the narrative. A repeated phrase, a recurring symbol, a motif that echoes throughout the text – these are all tools that short story writers use to embed their message, to make it resonate deeper with the reader.
In fact, think back to your childhood. Remember those stories you heard again and again? The fairy tales, the fables, the nursery rhymes. Why were they repeated so often? It wasn't just for entertainment. Repetition is a fundamental way we learn, especially as children. As I explored in my previous post, repetition isn't just about memorization; it's about embedding lessons, shaping our understanding of the world from a young age.
And isn't it true that the lessons that truly stick with us, the ones that become ingrained in our very being, are often those we encountered repeatedly in our formative years? The simple moral of "The Tortoise and the Hare," the comforting rhythm of "Twinkle Twinkle Little Star" – these weren't just heard once. They were repeated, revisited, and in that repetition, they became more than just stories or songs. They became part of our internal landscape.
So, the next time you find yourself humming an old commercial jingle, remember the "Rule of 7." But see it as more than just an advertising trick. See it as a reflection of a deeper truth: repetition is a powerful force in memory, in learning, and in the very fabric of how we understand and internalize the world, especially the crucial lessons we learn as children. Perhaps, when it comes to the messages that truly matter, hearing them again and again isn't just helpful – it's essential.
