When you’re running a small business, you don’t always have the budget for massive, months‑long ad campaigns. That’s why smart marketing isn’t about shouting louder—it’s about showing up consistently. People remember messages they see and hear repeatedly, which means repetition isn’t optional; it’s the strategy.
Think of the human brain like a leaky bucket. You can pour in a message once, but most of it drips out. To make your marketing stick, you have to keep filling the bucket—again and again.
So how many times is “enough”? It depends on who you ask, but here’s what the research suggests:
The classic “Rule of 7”
For decades, marketers have believed that a prospect needs to encounter your message at least seven times before taking action. Many still consider seven the sweet spot where familiarity starts turning into trust.
The Digital “3 to 5” Bump
Google’s research shows that online, things move a little faster. Three exposures can boost brand awareness, while five to seven touchpoints are often needed to spark real purchase intent.
The reality of 2026
With today’s nonstop digital noise, some experts argue it can take up to 20 touchpoints—emails, social posts, ads, videos—before a customer even realizes your business exists. Think about how many times you’ve seen the same ad before finally clicking on it.
How to repeat without being repetitive
The trick is to keep your core message the same while changing the format. Start with an email. Follow up with a second email. Share a related article. Post about it on social. Record a short video. Same message, different wrapper.
The bottom line
Whether you’re marketing your business, training a new hire, or reminding someone to take out the trash, the principle is the same: consistency wins. If you feel like you’re repeating yourself a little too much, that’s usually the moment your audience is finally starting to hear you.
Writing for you. 