How to get people to remember your message
Written by niki juhasz
We all have our favorite stats. (Okay, maybe not all of us. But at Forthright, we have our favorite stats. We’re nerds.) One of mine is about what it takes for people to REALLY remember your message. It’s called the Marketing Rule of Seven, and it’s pretty simple.
A person has to see or hear a message about seven times before it starts to resonate. Add to this number (say… 14 times) if your topic is particularly tricky, such as infant mental health or adolescent brain development.
The key to the Marketing Rule of Seven is twofold:
Using the same or similar message to build understanding, interest and buy-in
Repetition, repetition, repetition
You start with your core messaging. You make sure *everyone* in your organization is using it. And then you use it everywhere, over and over. Not only does this save your team time and effort, it helps your audience remember your message, too!
So what does this look like? We’re glad you asked! Here’s just one example of it in action.
how nrpa uses core messaging
First, the context.
The National Recreation and Park Association (NRPA) wants to get more kids into park and recreation youth sports. To accomplish this goal, families must first understand why their local park and rec youth sports make a great option for their kids.
That’s why we partnered with NRPA to create core messaging and materials that park and rec professionals could use to share about their programs with families.
We based our messages on the audience’s values of belonging and safety. See how we repeat that core message of belonging and feeling safe throughout different kinds of materials:
Social Media Graphics
Mailed Postcards
Posters
And honestly, so many more materials, such as a microsite, flyers, newsletter content, pitches…the list goes on. (Psst – See the full toolkit here!)
The result? Hundreds of new families enrolled their children in park and rec youth sports across the country.
the lesson for your team
What we did with NRPA can be replicated in your work. Using your core messaging in your materials will help you build trust with your audience and ensure your messages land.
Social media? A great place for your core messages. Talking points for your next conference or your annual benefit? Include them. Drafting your annual report? Use those messages.
End-of-year messages, newsletters, website copy, ads… yes, yes, yes and yes.
The more you repeat your core messages, the more powerful they’ll become.
Now get out there and build that awareness!
