Failing to capture prospective clients’ attention can mean lost opportunities and diminished revenue. The solution? Consistent visibility and strategic engagement.
The “Rule of 7” is a classic marketing principle that suggests a prospect needs to see your message at least seven times before they act. While content consumption habits have evolved, the core of this rule still matters—consistent exposure builds trust.
For law firms, strategically applying the Rule of 7 can mean the difference between being overlooked or becoming the go-to firm.
Here’s how repetition and smart marketing touchpoints can create the trust needed to turn first-time prospects into clients.
What is the rule of 7 for marketing?
The rule of 7 says that a potential client needs to see or hear your firm’s message at least seven times before they take action.
Here are examples of brand interactions:
- Seeing your ad in a magazine
- Hearing a friend mention you
- Reading an article that features your firm
- Watching your TV ad
- Finding your firm in a Google search
- Noticing your billboard ad
- Receiving an email from your firm
- Seeing an online banner ad
- Reading a review of your services
- Getting a call from your firm
- Seeing your firm at an event
Can your firm check off 7 of these marketing channels?
Repeated exposure through consistent, multi-channel marketing will build trust and familiarity in your prospects, leading to action.
The rule of 7 and legal marketing
Law firms need to understand that showing up consistently, across multiple channels, is critical to long-term success.
Even if someone fits your ideal client profile, not every potential client is ready to hire your firm right away.
The rule of 7 matters so you can maintain visibility right up until the moment that your prospect’s legal issue feels pressing—and then you’ll be top of mind, not your competitors.
A note: The marketing rule of 7 is different from Rule 7 and the American Bar Association (ABA) guidelines for attorney advertising.
ABA’s Rule 7 focuses on the ethical standards attorneys must follow in their advertising and solicitation efforts. It sets clear rules around what is permissible in promoting legal services, ensuring that ads are truthful, not misleading and respect client privacy.
How to implement the rule of 7 in legal marketing
Lawyers should develop a content marketing plan that covers the entire prospect lifecycle.
Define your target clients. Clearly outline the characteristics of your ideal clients by developing buyer personas so you know where to find people and what to say to them.
Select channels. Use your buyer persona to identify which events your target clients attend, which magazines or journals they read and which websites they visit.
Now, develop a marketing plan to make your firm visible in the right spaces for the right clients.
Every firm should have a different, customized marketing plan for content distribution. Yours might include:
- Organic blog content
- PPC
- Remarketing on LinkedIn and Google
- Social media
- Podcasts
- Newsletters
- Webinars
- Offline marketing
- Local community engagement
- Earned media
- Direct mail campaigns
- TV and radio ads
Marketing is an ongoing process
Don’t stop once you make the plan!
Remember to monitor your metrics as you go. It’s critical to test and adapt your strategies and message to see what yields the best results. Your competitors will innovate to meet changing marketplace demands, and so should you.
Data matters, but so does client feedback. Don’t forget to solicit opinions directly from your clients. They’re a valuable resource to help you refine your messaging and improve how you connect with your audience.
Review and next steps
Potential clients need to encounter your firm multiple times before taking action. By defining your target audience, staying visible across various channels and implementing effective marketing strategies—like digital remarketing and engaging content—you can foster familiarity and trust.
Book a consultation to get a tailored plan that will boost your firm’s visibility across the prospect lifecycle and increase inquiries.