Marketing – the rule of 7’s

A grumpy client emails me this morning as follows:


So the ad “Attention Denture Wearers” went in for 2 consecutive weeks in the local paper and the local freebie.

3 replies in total so 3 reports sent out. Nobody has taken up the free consultation offer.

So what do I do?

Run it again with a bigger ad in more papers? Maybe change the ad a bit?


Forget it and add it to yet another complete and utter waste of time, money and effort?

Advertising – you take a look at the numbers after a minimum of 12 weeks exposure – and then decide if it has worked or not and move on.

Look at the experience of another client in a City Centre:

what worked:

  • radio
  • SOE
  • word of mouth
  • open days and evenings

what didn’t work so well:

  • skins on taxis
  • posters in stations
  • adverts in the Echo
  • adverts in magazines
  • signage on tube stations
  • Chamber of Commerce
  • and quite a few other things!

I could go on…..

You have to try different things – but as the marketing sage Jay Abraham said many years ago – 7 things, 7 times in 7 places.


Published by

Chris Barrow

Chris Barrow has been active as a consultant, trainer and coach to the UK dental profession for over 20 years. As a writer, his blog enjoys a strong following and he is a regular contributor to the dental press. Naturally direct, assertive and determined, he has the ability to reach conclusions quickly, as well as the sharp reflexes and lightness of touch to innovate, change tack and push boundaries. In 2014 he appeared as a “castaway” in the first season of the popular reality TV show “The Island with Bear Grylls”. His main professional focus is as Coach Barrow, providing coaching and mentorship to independent dentistry.