Why most digital marketing fails!
I’m thrilled to be finalising my new book, Digital Marketing and Influence in the Age of Data (working title!), soon to be published in the USA by Business Expert Press.
Check out this exclusive excerpt from the introduction, where I reveal why most digital marketing strategies fail.
Want to be the first to get your hands on it? Join my waiting list at the bottom of this page, and I’ll notify you as soon as the book is available.
The Rule of Seven
Marketing today is more complex than ever. Every business is fighting for attention in a world overloaded with content, ads, and distractions. But one thing has not changed—the psychology of persuasion.
P.T. Barnum, the legendary entrepreneur, understood this over a century ago. He observed that people do not act on the first message they see. Instead, it takes repeated exposure to move them from awareness to action.
He outlined the process like this:
- The first mention—they do not notice.
- The second mention they see but do not engage.
- The third mention—they read it.
- The fourth mention—they check the price.
- The fifth mention—they discuss it with someone.
- The sixth mention—they prepare to buy.
- The seventh mention they purchase.
That is the Rule of Seven—a marketing principle as true today as it was in Barnum’s time.
The Challenge: Attention is Expensive
Modern marketing presents a problem: if you try to reach everyone, you will burn through your budget fast. A scattergun approach means you are paying to put your message in front of people who do not care.
The solution is to encircle the right customer, not the biggest audience. Rather than shouting into the void, your goal should be to hit the right people with the right message at the right time—repeatedly. When done correctly, this makes your marketing more profitable and saves you time.
Step 1: Identify the Right Audience
The right audience for your product is not just anyone who might be interested, it is those who genuinely need it, value it the most, and are willing and able to make a purchase. These are the customers who not only fit within a clearly defined and reachable group but also have the financial capacity to sustain your business. They are the people you can engage with effectively, ensuring your marketing efforts resonate and lead to meaningful conversions. If your audience meets these criteria, you do not need to tell as many people—you just need to hit the right people multiple times.
Step 2: Speak Their Language
Once you have identified the right audience, ask yourself:
- Why would they choose your product over someone else’s?
- What problem does it solve for them?
- How does it fit into their life or business?
Your marketing should focus on these answers, not generic sales messages. The more your audience sees themselves in your message, the more likely they are to engage.
Step 3: Automate the Touchpoints
To hit your audience seven times, you need a system not random marketing bursts.
Make sure they discover you when they search. Stay visible in their daily feed. Keep them engaged with value-driven content. Remind them after they visit your site. Educate and nurture their interest. Engage with the highest-value leads. Convert interest into action. Until you satisfy the Rule of Seven.
Less Is More: The Smart Approach
Marketing is not about volume; it is about precision. If you are targeting the right people, you will not need a massive budget.
By understanding the Rule of Seven, segmenting your audience, and automating the process, you will convert more leads while spending less.
So, ask yourself: Are you spreading your marketing too thin?
Join the Waiting List
This text is an excerpt from the soon-to-be-published digital marketing book by Elliot Forte. The book will be published by the US-based publisher Business Expert Press and is expected to be available for purchase in the second half of 2025. A series of short courses will be launched shortly to help businesses learn how to implement a successful marketing system. If you have any questions, please email info@businessthink.co.uk for more details.